||This study uses Business Next magazine 2008 number one rating 3C product discussion group website Mobile01’s “open box experience” professional writers as study objects. The purpose of this study is to explore “open box experience” sharing phenomenon and to understand writers’ motivation and feedback in order to analyze the website management implication on this phenomenon.|
This study is based on soial cognitive theory, explores each dimension based on social cognitive theory and related items. The structure of this study includes people (capacity, attainment, enjoyment, positive feedback outcome expectation), environment (source of the product, exchange, feedback), behavior (the process of open box experience publication, reactions to feedback).
This study adapts case study method. Researcher explored related journals, observed study object website. Based on the basic question categorization structure to construct interview questions, invited “open box experience” experts and conducted open-ended expert in-depth interview. After each interview, the interview contents were typed into transcription. The transcription and the website data were used to describe “open box experience” sharing phenomenon. Then the theme words which are related to the study were extracted from the transcription and became this study’s basic elements. There are 264 themes extracted, coded and categorized in order to focus on the question. Finally, there are 252 effective themes selected and analyzed. Based on the major study findings, there are two conclusions:
1. The motivation of “open box experience” writing is based on people’s capacity, attainment and enjoyment. It also resulted by positive feedback outcome expectation by “self purchase” or product source provided by online environment as well as exchange and feedback.
2. Negative feedback can result in keeping “open box experience” writers from sharing and cause the lost of information for websites.
Based on the above conclusions, this study provides suggestions to website owners, administrators, product vendors, “open box experience” writers and readers. The suggestions can be used as references for website owners, administrators, product vendors when they are forming management strategies.