||The population of late-married or non-married women is growing in the current society. Considering single women’s unique consumer psychology and consumer behaviors, the researcher aimed to investigate the feasibility of a single women’s virtual community by employing the web 2.0 and the visual community with a focus on its economic characteristics. The data were collected through the observations of related industries, interviews with experts and targeted groups, questionnaire investigation, and operation proposals. The results of the study were classified into two categories: the business model and the position strategy. |
The business model (a) can enhance increasing returns effects of the dynamic circle and the lock-in circle and accumulate members, (b) plays a role of informational intermediatry who integrates contents with strategic alliances, and (c) offers E-commence with which to satisfy users’ dynamic needs. Three main phases—experience economy, reputation economy, and profit-earning—are developed through such an advantage. The position strategy is to provide single women with an informational platform which addresses convenience, affinity, diversity, accuracy, safe-transaction, and customized-services.
The platform includes four main topics: health, entertainment, self-growth, and investment. Therefore, it is able to meet single women’s needs regarding health, travel, learning, and finance. The study also offers four suggestions for people who want to manage the virtual community. First, the virtual community should be developed based on market segmentation and take customers’ intentions into account. Second, it should offer customized services and promote the worth of using experiences. Third, it should be a friendly, risk-free platform in which varied, up-dated information is given. Fourth, it should offer customers easy-using ways and allow them to share information as well as interact with others.