虛擬社群形成之意義及其衡量指標之探討Implications and its Indicators of the Formation of Virtual Community
Author：Wahn, Rurng-Shueei & Liang, Jui-Wen
Keywords：Virtual Community, Online Bookstore, Indicator
The concept of virtual community has been emerged in recent years, and it always shows a positive attitude no matter in the academic research or industrial application aspects. It was believed that due to the anonymous and real-time features of internet contact, people are more “willing” to present their mental feeling, hence numerous people already have a platform to present their real-self via virtual community. Though many online bookstores lack the platform for sharing ideas and discussion, users still love to stick to their favorite online bookstores.
Actually, what kinds of factors caused this phenomenon? Does it relate to the cause of the formation of a virtual community and activate it? In other words, is it true that “virtual” has already covered a huge amount of feelings and phenomena that generated by interactive relationship of people in reality?
How can we explain the complete picture of a virtual community under the popular application of virtual community? Most current studies explore the performance of virtual community from single aspect, such as exploring from single indicator like loyalty or trust. However, while facing the diversified development and many-sided implications of virtual community, we believe that we should explore the formation of virtual community from different aspects, and explain various aspects of virtual community via a set of judgment indicators. This study has proposed a set of indicators via discussion of the meaning of virtual community's formation and its development stages, for the reference of the level of their formation.
The research result suggests inspecting a virtual community from three aspects including functional, mental and derivational aspects. In addition, to establish seven indicators via deduction of the formation formats of virtual community and the value it generates, including communication of information, experience and feeling, certain regulations and standards, social status, identification of the community, trust, belongings, concerted preferences, and group consciousness and behavior. It can reflect the meaning of the existing level of virtual community, and at the same time enable the industrial and academic people to make use of the existing meaning of virtual community.