Relationships between Emotional Communication and its Reaction in Social Network of Virtual Communities- A Case of 3C Products

• Main Authors: Hsu, Yu-Han, 徐郁涵
• Other Authors: Lee, Lai-Hsi
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/289t84

碩士 === 國立屏東大學 === 資訊管理學系碩士班 === 103 === Virtual community has become one of the important information sources of purchase. This study discusses the reaction structure of a famous 3C forum using social network analysis. Data are collected with totally 380 data which the reaction numbers are within 20 – 70 in the forum. The reaction structures are then catalyzed into two main reaction structures which are structures of wheel type and network type. For the wheel type it also can be found having two further types: centralized and extended types. And for the network type there are multi-kernel and diverse type can be found. Results show the diverse type and forum of cell phone causes higher number of discussion. The density of multi-kernel type is lower than other types. This study further analyzes reactors’ motion situation while reading contents in the forum. There six types of motion situation exacted from literature review and 417 reaction data are collected. Furthermore, the depth analysis is conducted with four reaction variables using regression analysis and there are significant finding for the analysis.