本研究藉由豆瓣網以機緣理論*(affordance theory)的視角去探究虛擬生活風格社群—豆瓣網對文化商品(書籍、電影、音樂)消費之影響，且進一步分析豆瓣網與內容產業中不同角色之關係。豆瓣網(Douban.com)是一個中國 Web 2.0 時代典型的興趣型社群網站，提供關於書籍、電影、音樂等各類藝文活動的資訊、評論與討論之空間，這個被稱為最具「文藝氣息」的虛擬社群為中國的出版、電影與音樂產業提供了各式的可能與想像。

本文採用質性研究法，立基在O'Riordan (2014) 提出對於使用社群網站(SNS)與文化商品消費之關係所建立的機緣理論架構上，輔以研究者自身對豆瓣網7年的使用經驗，來探究豆瓣網之功能特色。藉由發放至中國的108份線上問卷和6位豆瓣網使用者之焦點團體訪談，了解虛擬生活風格社群對於文化商品消費之影響方式。再透過深度訪談，以小小書房主人沙貓(劉虹風)、台灣音樂書寫團隊召集人馬瓜(蔡政忠)及電影導演YC Tom Lee(李育丞)之產業經驗，探究產業與虛擬生活風格社群之間的關係，最後提出對於產業與虛擬社群之建議。

各階段資料蒐集的結果經過內容分析後，驗證了O'Riordan所提出的架構在不同的虛擬社群與不同的文化商品中也適用，並且了解文化商品消費在虛擬生活風格社群中會經歷的5個行為以及6 affordances。未來研究的方向，建議可再以該架構分析除了書籍、電影、音樂之外的其他文化商品或是其他的虛擬生活風格社群。

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.

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