電子商務

因學術研究或興趣嗜好等不同動機而聚集的人們，透過電腦中介傳播(Computer Mediated Communication)媒體進行互動與聯繫、跨越時間及地理位置的阻隔，建立了與現實社群有別的「虛擬社群」(Virtual Community)。由於網際網路中成功的社群經營模式可以吸納臨界數量的成員並從中獲利，引起各類營利及非營利事業的對社群經營的重視。如為增加獲利能力而經營虛擬社群的網路服務提供者及電子商務企業，以及將現實與虛擬交融的公眾或營利的「社群網路」，發展獨特的社群經營策略。在圖書館界，「U S WEST」專門圖書館網站提出「知識分享」主張、維吉尼亞大學圖書館的「Electronic Text Center」將內容建置主權轉移給使用者等，為數位圖書館經營虛擬社群的創舉。本文探討網路文化中「虛擬社群」的特殊現象，並實例介紹經營虛擬社群的策略，盼圖書館界未來能將相關議題納入使用者研究及數位圖書館的建構藍圖中。

People with common interest or purpose, independent of geography and time, participate in computer-mediated social groups and create many kinds of virtual communities. Members can conduct commerce, exchange knowledge, share emotional support, or find friends in the virtual space. Since the population of virtual communities is growing fast, it provides good opportunities for e-commerce, real community development, and electronic libraries. This paper clarifies the concept and phenomena of virtual communities, and introduces operating strategies learned from some specific examples.

本文主要內容在探討RFID(Radio Frequency Identification)相關技術應用於圖書館的收費性服務，建立圖書館與大學校園電子商務系統(e-commerce system)、甚至是行動商務系統(m-commerce system)的可行性。為開創先進的教學、研究環境，作者以文獻傳遞服務為例，描繪透過RFID科技的應用，所將促成的服務模式革新與轉型，以及分析圖書館收費性服務模式需考慮轉型的各種客觀壓力因素。此外，作者亦以大學圖書館為例，探討此e化轉型的必要性、推動RFID e-commerce的優勢與機會，並且為主要背後支持者　　學校行政體系，提出應有的因應與規劃策略建議，期能作為圖書館與校園推動之參考。

This article investigates how RFID technology can enable libraries or campus to establish e-commerce for its fee-based services. Taking Document Delivery Service as an example, the authors describe the differences of service models before and after adoption of RFID enabled e-commerce in library services. By illustrating the competitive pressures, the authors describe why a library needs to initiate service model change in the future. Besides, the authors analyze the anticipated opportunities and the strength of the implementation, and propose strategies and planning recommendations for university libraries' managers and campus decision-making administrators. It is hoped that this article provides useful information to accelerate the development of the RFID enabled e-commerce in libraries and campus.