Exploration of the Cultural Goods Consumption in Virtual Life-Style Community: In Case of Douban

  • 陳 品采

Student thesis: Master's Thesis

Abstract

This research explored the influence of a virtual life-style community on cultural goods consumption (books movies and music) by means of Douban com in the lens of affordance theory and it analyzed the relationship between Douban and different players in the value chains of content industries Douban (Douban com) is a typical interest-based virtual community on web 2 0 in China It provides information reviews and discussions of books movies and music along with all kinds of content generated from its users It is known as the most “artistic” virtual community and is a platform creating sundry potential and imagination in the publishing movies and music industries in China In this research a qualitative research method was used Based on O'Riordan’s (2014) theoretical research model of consumption of cultural goods using SNS the researcher with more than 7 years Douban-use experience created a system inventory to investigate the features of Douban Then 108 semi-structured online questionnaires were collected in China and focus group interviews were conducted with 6 Douban users to understand their cultural goods (books movies and music) consumption patterns An in-depth interview with the owner of the Small Idea Bookshop Sappho Liu the convener of the Taiwan Music Writing Group Yeves Cheng-Chung Tsai and movie director YC Tom Lee revealed opinions from the perspective of industry experts The results delineated the relationship between industries and virtual life-style communities and raised suggestions to the industry and virtual community After the content analysis of the data collection in each stage the research verified by O'Riordan’s model was applicable to different virtual communities and cultural goods Also the importance of the five activities and six affordances of the cultural goods consumption in virtual life-style community were well acknowledged and comprehended Future works could be focused on other cultural goods consumptions (asides from books movies and music) or other virtual life-style communities
Date of Award2016 Sep 10
Original languageEnglish
SupervisorMeng-Dar Shieh (Supervisor)

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