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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/49587

    Title: Web 2.0 獲利模式之研究
    A study of the revenue model for web 2.0
    Authors: 王昱富
    Wang, Yu Fu
    Contributors: 洪叔民
    Wang, Yu Fu
    Keywords: 網站獲利
    Web 2.0 Revenue
    Date: 2009
    Issue Date: 2010-12-08 14:35:57 (UTC+8)
    Abstract: 自2000年網路泡沫之後,網路發展雖有趨緩之勢,卻仍持續累積能量,直至Web2.0概念出現,讓網路再度風起雲湧。Web2.0強調人與人之間的互動以及分享內容,並成功匯聚了人氣,但如何將人氣轉換成獲利卻是經營者必須面對的挑戰。
    本研究之目的在發掘Web2.0網站的可能獲利模式,並找出不同獲利模式的關鍵成功因素。依據文獻探討,其獲利模式主要有三類:一、廣告獲利,二、訂閱收費,三、交易收費。本研究根據Web2.0定義:強調人際互動與內容分享,以「互動強度」與「內容來源」兩要素來將Web2.0網站分成四個象限之「網站分類IC矩陣」。象限一代表互動密切及內容原創,對應的例子為社群網站(SNS),象限三強調內容加值,對應的例子為資訊分享網站(Information Sharing),而社群與資訊分享正為最常見之兩類Web2.0網站。
    The bursting of dot-com bubble in 2001 slows down the speedy trend of web. Until the emergence of Web 2.0, the internet rolls on again. The concept of Web 2.0 emphasizes on interaction among users and content sharing . It is a great challenge for Web 2.0 operator to convert the traffic to the profit.
    The main purpose of the study is to discover the suitable revenue model for Web 2.0, and its key successful factors. There are three revenue models, (1) Advertising model (2) Subscription model (3) Transaction model. The study categorizes web environment into four quadrants by “Interaction intensity” and “Content source”, according to the Web 2.0 definition of user interaction and content sharing. The matrix is named as “IC Matrix” (“I” indicates interaction and “C” indicates content). Quadrant I indicates that the users interact each other closely and the content is created by user directly and creatively in the website. The corresponding example is Social Networking Service (SNS) website. Quadrant III indicates the site with value-added content. The corresponding example is Information Sharing (IS) website.
    The study interview the actual websites to investigate the revenue model for different quadrant and its key factors, and a survey was to conduct to examine the impact of several factors on consumers’ willingness to pay for subscription–based service and transaction-based one.
    The revenue model of the website can be decided by the location of IC Matrix, the more close to the quadrant I , such as SNS, the more suitable to the user fees as a revenue model, the more close to the quadrant III, such as IS, the more suitable to advertising fee as a revenue model. There are two kinds of user fees. One is subscription-base and the other is transaction-based. The most important factor of subscription-based fee is “differentiation” and the most important factor of transaction-based fee is “Essentiality”. Managerial implications based on our findings are discussed.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096380025
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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