Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/130671


Title: 選對媒體才是王道:從區位理論分析Facebook、Instagram和YouTube作為不同購買決策階段之競爭優勢
Choosing the right social media platform at different decision stages: Comparing the competitive advantage of Facebook, Instagram, and YouTube through the Niche Theory
Authors: 程于晏
Cheng, Yu-Yen
Contributors: 張郁敏
Chang, Yuh-Miin
程于晏
Cheng, Yu-Yen
Keywords: 顧客決策旅程
預期需求滿足
區位理論
社群媒體
競爭關係
Customer decision journey
Needs
Niche Theory
Social media
Competitive relationships
Date: 2020
Issue Date: 2020-07-01 14:06:53 (UTC+8)
Abstract:    過去已知消費者使用不同社群媒體的動機,但不了解消費者在每個購買決策過程使用不同社群媒體的需求與動機,也不清楚在不同決策階段何種社群媒體最適用。因此本研究針對18 – 34歲的消費者在評估階段與分享階段使用Facebook、Instagram和YouTube的預期需求滿足進行研究,並透過區位理論比較兩購買決策階段中,三種社群媒體在不同預期需求滿足的滿足程度(區位寬度)、媒體間的競爭狀況(區位重疊度)、媒體優勢性(區位優勢)以及整體競爭狀態。
   本研究利用調查法蒐集了430份有效樣本,研究結果發現消費者在評估階段有「獲得評論需求」、「休閒娛樂需求」和「資訊分享需求」,在分享階段有「評論娛樂需求」和「習慣分享需求」。比較評估階段媒體競爭狀況,YouTube在「獲得評論需求」和「休閒娛樂需求」皆有可能取代Facebook和Instagram,而Instagram則有可能取代Facebook,但三者在「資訊分享需求」為互相競爭關係;比較分享階段,YouTube在「評論娛樂需求」中有可能取代Facebook和Instagram,但Facebook與Instagram則互相競爭狀態,但在「習慣分享需求」中,Facebook有可能取代Instagram,Instagram則有可能取代YouTube,但Facebook與YouTube呈現互相競爭的狀態。
   The motivations of consumers to use different social media has been researched in the past, but the needs and motivations of consumers to use different social media in each stage of customer decision journey are not been found, and it is not clear which social media is the most appropriate at different stages. This study focuses on considering the needs of consumers aged 18 to 34 who use Facebook, Instagram and YouTube in the evaluation stage and sharing stage, and compares the consumer's satisfaction (Niche Breadth), the competition between media (Niche Overlap), the media superiority (Niche Superiority) and the overall competition through the Niche Theory.
   Collected 430 web questionnaires, the finding of this study shows that consumers have the needs for "obtaining comments", "leisure entertainment" and "information sharing" in the evaluation stage, while in the sharing stage, they have the needs for "comment entertainment" and "habitual sharing". Comparing the competitive states of evaluation stage, YouTube may replace Facebook and Instagram in "obtaining comments needs" and "obtaining comments needs", while Instagram is likely to replace Facebook, but the three are competing in "information sharing needs" comparing the sharing stage, YouTube may also replace Facebook and Instagram in "comment entertainment needs", but Facebook and Instagram compete with each other. However, in "habitual sharing needs", Facebook may replace Instagram and Instagram may replace YouTube, but Facebook and YouTube may compete with each other.
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
107464020
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107464020
Data Type: thesis
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