黃明蕙Huang, Ming-Hui臺灣大學:資訊管理學研究所曾翔Tseng, HsiangHsiangTseng2010-05-052018-06-292010-05-052018-06-292009U0001-2906200917081500http://ntur.lib.ntu.edu.tw//handle/246246/180024近年來，伴隨資訊科技進展，Web 2.0服務蔚為網路世界主流。其中社群網站(Social Network Sites)為眾多Web 2.0服務中最成功的模式之一。但因社群網站若干特殊性質，如何衡量社群網站價值亦為亟待解決之問題。將社群網站比擬為企業；網站會員比擬為顧客，則一些商業上之價值衡量模型即可能適用於社群網站。顧客爭取、顧客挽留、以及顧客拓展決定了企業長期利潤。而上述要素亦為社群網站成功與否之關鍵。客終身價值(Customer Lifetime Value)模型為行銷學上計算顧客價值之利器，本研究欲利用此模型衡量社群網站價值。然而，直接將顧客終身價值模型應用於社群網站實非易事，故本研究將修改並重新定義此模型若干變數。研究亦利用此模型實際對一家台灣社群網站「Unis」進行模擬。縱然結果尚非完善，研究仍指出本議題未來可能探討方向。Web 2.0 services are acknowledged as the leading online trend. Since mid-2007 Social Network Sites (SNSs) have become an extremely successful component of Web 2.0 services . However, the characteristics of social networks services make evaluation inherently problematic.f a social network website is representative of a company, meaning that the members are its customers, a social network website model appears compatible with certain business models. Customer Acquisition, Customer Retention and Customer Expansion determine the long-run profitability of a firm. Social network websites are faced with similar considerations. he present research proposes a model based on Customer Lifetime Value (CLV) model, a marketing metric measure of customers’ value, to determine value in SNSs. However, it is not easy to directly apply them to a social network website. This research will transform Customers Lifetime Value into a non-monetary index, and establish the model as a self-supported cycle. The model is implemented to simulate the value of a social network website based in Taiwan. Though the results are found wanting in some respects, they remain suggestive of fruitful avenues to explore in future research.1. Introduction......................1.1. Motivation........................1.2. Research Purpose..................1. Literature Review.................3.1. Website Evaluation................3.2. Customers Lifetime Value..........5.3. Research Model....................7. Methodology......................12.1. The Unis Website.................12.2. Variable Definitions.............17. Simulations......................21.1. History Data of Unis.............21.2. Set Up the Simulation Functions..23.3. Simulation Results...............30.4. CLV and CE calculations..........33. Discussion and Conclusion........34eferences................................36application/pdf1249172 bytesapplication/pdfen-US顧客終身價值社群網站customer lifetime valuesocial network siteshttp://ntur.lib.ntu.edu.tw/bitstream/246246/180024/1/ntu-98-R96725049-1.pdf