Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/106806| 題名: | 行動即時通訊服務之關鍵成功因素研究 A study of key success factors of mobile instant messaging |
作者: | 黃愷翊 Huang, Kai-Yi |
貢獻者: | 劉幼琍 Liu, Yu-Li 黃愷翊 Huang, Kai-Yi |
關鍵詞: | 行動即時通訊服務 關鍵成功因素 LINE |
日期: | 2017 | 上傳時間: | 1-Mar-2017 | 摘要: | 有鑒於行動即時通訊服務已經成為全球民眾重要的通訊傳播管道，本研究所定義的行動即時通訊服務為原生於智慧型行動手機上，透過網路提供通訊功能的服務提供者。全球市場目前最多人使用的行動即時通訊為Whatsapp，亞洲地區則是Wechat擁有最多活躍使用者。\n然而台灣最多人使用的行動即時通訊服務為LINE，即使用戶規模龐大的Whatsapp與Wechat都無法影響LINE在台灣的發展，本土行動即時通訊服務提供者即使急起直追，在用戶規模與服務內容推廣進度也都望塵莫及，因此本研究欲以Whatsapp、Wechat與LINE為探討對象，分析三者之關鍵成功因素，以台灣行動即時通訊服務市場為主，討論三者在台灣發展的關鍵成功因素。\n在上述的研究問題意識下，本研究運用文獻分析法、焦點團體法與深度訪談法勾勒出台灣行動即時通訊服務市場生態與產業環境，分別從外部與內部兩個面向討論行動即時通訊服務發展之關鍵成功因素，並探討LINE在台灣發展之經驗，以了解台灣行動即時通訊服務市場之演變與關鍵成功因素。\n綜合文獻資料與訪談結果顯示智慧型手機規格提升與普及、行動網路科技穩定與普及、與生態系統內其他業者的合作關係密切與使用者的使用意願所形成的網路效應為外部影響服務發展的關鍵成功因素；內部關鍵成功因素包括以貼圖做出產品差異化、清楚的娛樂品牌定位與大規模行銷包裝，發展數位內容與廣告兩大商業模式，讓LINE得以快速在台灣累積用戶數並持續深耕台灣市場。並建議本土服務提供者可重新定義行動即時通訊服務市場，根據使用者行為切割出不同市場定位，仍有機會推出受到使用者青睞的行動即時通訊服務。 | 參考文獻: | 中文部分\nAtkinson（2016）。〈德法敦促歐盟提出新法規 規定即時通訊軟體服務商有協助解密義務〉，《科技新報》。取自http://technews.tw/2016/09/01/im/\nChen. 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Investigating the use of mobile instant messaging and its impacts. Unpublished, University of Birmimgham.\nXia, X. (2015). Study on model innovation of WeChat network marketing. In Liu, Sung & Yao (Eds.), Computing, Control, Information and Education Engineering. (pp. 397-400). London, UK: Taylor & Francis Group.\nXu, G., & Gutiérrez, J. A. (2007). An Exploratory Study of “Killer Applications” and Critical Success Factors in M-Commerce. Journal of Electronic Commerce of Organizations, 63-79.\nXu, H., Teo, H. H., & Wang, H. (2003, January). Foundations of SMS commerce success: lessons from SMS messaging and co-opetition. In System Sciences. The 36th Annual Hawaii International Conference. | 描述: | 碩士 國立政治大學 廣播電視學系 102453005 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0102453005 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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| 300501.pdf | 2.3 MB | Adobe PDF2 | View/Open |
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