| 摘要: | 近年來，網站紛紛藉由提供網路日誌、網路相簿與網路信箱等服務以加強使用者對社群的互動。因為，現行網路相簿仍未發展獨特的經營與獲益模式。為解決此一問題，本文主要針對網路相簿，藉由分析使用者之顧客滿意度來衡量顧客後續行為意圖，包括：忠誠度、轉換成本與購買優質服務意願。之後，我們根據口碑、購買意圖、價格敏感性與抱怨行為去探討網路相簿經營的可行獲利模式。 我們所建立的網站相簿中可行的獲利模式，主要包含下列三大部分： •網路廣告：網站藉由免費服務與社群活動吸引會員加入，便可吸引廠商放置廣告甚至是直接贊助網站以提高廠商曝光率與形象。另外，還可配合使用者參與社群與在網站上的活動紀錄來分析包括客戶訊息、行為資料、廣告點閱率等資訊回饋給廠商作為行銷計畫上的參考數據。 •加值服務：針對網站本身所提供之服務吸引使用者購買更優質的服務內容，如相簿或信箱空間加大、與客製化服務等等。 •異業同盟：爭取實體協力合作之廠商舉辦各類活動或比賽，藉由網站知名度吸引人潮，並結合實體活動創造出新的商品，以提高網站的價值。
In recent years, many websites provide services such as web log 、web album , and mailboxs to enhance the user interaction with virtual community. However, the current web album doesn't have its own management and earning revenue models. To solve this problem , this paper focuses on the web album to propose its business and profit models . By analyzing web users' customer satisfaction , we can judge the customer continuous behavior intention , including : loyalty , switching cost , and purchasing willing of high quality services . After that , we provide the album website operators a profit model based on the public word-of-mouth , purchase intention , price sensitivity , and the complaint behavior . The profit models of web album include the following three major parts : •Internet Advertisement：The website attracts the members participation through offering the free services and community activities . In this way , the website can attract the sponsors to put their advertisements for improving the exposure rate . Also , based on the analysis of website surf records , sponsors can use the customer profiles and advertisement’s Click-Through Rate (CTR) to help their marketing planning . •Value-Added Services：The website provides value-added services to attract the users to purchase the higher quality service contents , such as enlarging the space of the mailbox or the web album , and customization . •Different Industries Alliances：Striving for the enterprises effort to conduct each kind of activity or the competition , attracting the stream of people by website well-knowingness and creating new products combined with hypostatization activities to raise the value of the website . |
