Exploring Service Innovations of Web 2.0 Based on the Viewpoint of Social Construction of Technology

[[abstract]]With “User-Orientation” as the core value, Web2.0 creates a new culture of user’s initiative participation. Social culture changing drives the development of the network technology. While the related research of Web 2.0 in recent years mainly focuses on Web2.0 technology, Community Web Services, Website dependency and satisfaction, site management revenue mode and network marketing and so on issues, the topic of how the social culture factors shapes the development image of Web 2.0 technology is seldom explored. Therefore, the purpose of this study is to explore the social culture factor of exploring the Web2.0 service innovation with the view of constructing technology society. This study is based on the qualitative research method of a single industry case-oriented, selecting 5 websites as the cases of studying Web2.0 sites, which are typical and similar in website scale and users population. Through secondary data collection, participant observation and deep interview, 409 innovation events are collected to develop the cases data base. Each event is an analysis unit and events are compared according to the types to explain the construction and analyze the datum. The research finds: A) the social culture factors affecting Web2.0 service innovation are technology, relationship, independency, amusement and political / legal conditions and so on; B) the service and operation of Web2.0 sites which are firstly based on the mature condition of technology and media environment can be developed, thus “technology condition” events share the highest percentage of the social culture factors; C) the “relationship” between business advertisers and website as well as between the users and website, are the focus of future operation; D) the service innovation of “independency” has the innovation connotations of self-style, self-realization and self-satisfaction; E) network can complement the shortage of “ amusement” in real life and network amusement is expected to have a great growth space; F) under the situation of today’s piracy increasing, the problems of digital contents involved copyright shall be considered and solved on the legal aspect, which are urgent