| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 98 === In the wake of the concept of web2.0, the web services start to display three characteristic—“interactivity, share and relationship”. The social bookmarking service allows users to collect, classify and share information online, and it is one of the most representative web 2.0 applications. Social bookmarking service has been very a popular web service. For example, a survey by PEW Internet & American Life Project points out that 28% of the Internet users had the experience of tagging and classifying online information, and 7% of which expressed that they whiled away the time by tagging and classifying the information.
Despite the mass fever of bookmarking service, the related research is relatively scarce. Most of the study fields in previous research are traditional social bookmarking sites. Thus, this thesis chose an nontraditional study field — aNobii and employed the method of “Netnogrophy”, combining online observations and offline interviews to examine the course of information sharing and the social relationship in a social bookmarking community. In addition, the value of social bookmarking community is described and discussed.
This study classified the users of aNobii into four different types: Informative Users, Functional Users, Value Producers and Emotion Desirer. Because of the differences in online interpersonal relationships and sharing approaches, the courses of information sharing and the development of social relationship also varied. In terms of information-sharing, the research found that the online interpersonal relationship is the main factor that shaped the course of information-sharing. In terms of social relationship, the research found that although the community is built up by co-interesting people, these people carry different styles. Therefore, the online community could be regarded as an “ecosphere”. Moreover, the Value Producers participate in the community very actively so that they play an important role in the community operation. The research shows that aNobii community is endowed with the value of “sharing, reciprocal, solicitude and dedication”, which is sculptured mostly by the Value Producers. This dissertation provides two major contributions. The first is academic surface: The research found the information processing behavior and community relationship of social bookmarking users. This result is helpful to research of audience behavior, and it also offers a foundation for background knowledge and related research in the future. The second is enterprise surface: This research can provide the marketing sales specialist a new thinking of formulating sales strategy, and it also offers a reference to the online-community operator.
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