| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 88 === Building virtual community can help a web site to increase its traffic flow, make visitor stayed longer, improve customer loyalty and transact motive. In order to start the dynamic circle of increasing return in a virtual community, the virtual community has to create attractive contents. And system operators (SYSOPs) have playing a critical role in accumulating attractive contents.
This research is a exploratory research, we try to find out whether there are some potential traits of SYSOPs that will make the contents more attractive. And we hope the research result can provide as a reference for managers of virtual communities in assessing and training their SYSOPs.
We discuss SYSOPs’ traits via three dimensions (lifestyle, characteristic, personal statistics) to test whether these traits will influence the attractiveness of contents. Finally, we find out that most of these SYSOPs are male, 16-25 years old, with college education level, whose average monthly income is less than ten thousands, and most of them has experiences in operation another boards. In the lifestyle dimension, after using factor analysis and cluster analysis, we find out the SYSOPs’ lifestyle can be divided into five types, there are group of X generation, group of independent, group of elegant, group of passive and group of aggressive. But there wasn’t any significant difference between them. In the dimension of characteristic, among three variables (social technique, affiliation, and aggressiveness) there wasn’t any significant difference between the group of high performance SYSOPs and the group of low performance SYSOPs. Finally in the test of personal statistics, we found that experience of operating other boards will provide a significant influence in SYSOPs’ performance. And we use this variable to form a discriminate function, but after test of wilks’ Λ, the discriminate ability of this discriminate function wasn’t reach the significant level. So it can not provide an effective forecast for the performance of SYSOPs in virtual communities.
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