1. NCCU Academic Hub
  2. 學術產出
  3. 文學院
  4. 學位論文
  5. Item

學術產出-學位論文

文章檢視/開啟

書目匯出

Google ScholarTM

政大圖書館

引文資訊

TAIR相關學術產出

題名 檔案館運用Facebook粉絲專頁互動經營之研究
A Study of the Public Communication and Operating Status of Archives with Facebook
作者 王琪寛
Wang, Chyi Kuan
貢獻者 林巧敏
Lin, Chiao Min
王琪寛
Wang, Chyi Kuan
關鍵詞 Facebook粉絲專頁
檔案館
媒介豐富度
檔案館2.0
Facebook Page
Archives
Media Richness
Usability
日期 2016
上傳時間 21-七月-2016 09:37:23 (UTC+8)
摘要 網路技術的快速發展，使人與社會的接觸從實體走入虛擬，人與人之間的交流互動，可以透過社群媒體與網站進行意見的交流與資訊，政府單位、典藏機構與公眾人物等具有群眾號召力之訊息發布者，莫不透過網路社群的功能，達成資訊的成功傳遞。典藏機構是一般大眾最為信賴的知識傳播者，隨著社群網站成為主流的資訊中介站，檔案館也開始在2008年設立Facebook粉絲專頁。有鑑於Facebook具有資訊傳播效益，能提升檔案館與使用者意見的直接溝通。本研究旨在瞭解國內外檔案館Facebook粉絲專頁的互動經營模式，透過內容分析、深度訪談與問卷調查法，以不同的角色探討檔案館Facebook的經營策略與網路使用者的互動需求。
      本研究以媒介豐富度的指標為基礎架構，透過內容分析法，觀察國內外6所檔案館Facebook粉絲專頁2015年10月至12月間579則貼文的發布頻率、主題內容與互動率，另輔以深度訪談法，探討檔案館Facebook經營者的貼文回饋速度、多元化內容提示與語言多樣性，瞭解國內檔案館Facebook粉絲專頁的經營維護政策。最後採問卷調查法，分析123份有加入檔案館Facebook之使用者對於該社群網站經營狀況的看法，及其認為檔案館最需要改進的地方。
      研究結果發現，雖然檔案館的Facebook發文頻率偏高，但卻無法引發使用者共鳴，同時，使用者也認為檔案館之留言回饋率過低，不符需求。由內容分析與深度訪談結果得知，檔案館Facebook粉絲專頁經營者希望借助該社群網站的易用性與即時性，進行該館活動的推廣，而從Facebook頁面中，則可以發現互動率最高的媒體類型分別為相片、影片與連結。問卷調查部分，檔案館的Facebook使用者較能接受口語化的撰寫方式，且其亦會依據貼文主題的不同，給予不同程度的互動。本研究建議檔案館Facebook可提供豐富的多媒體貼文內容，透過符合使用者需求的內容包裝方式，讓兩者的互動更為積極。
With the advent of the Internet, social networks afford an opportunity to make information much more broadly available and make direct contact between administrators such as governments, libraries, archives, museums and internet users. Library, archives and museums are the most trusted information suppliers. With the concept of becoming a communication intermediate, archives around the world started to create Facebook Pages since 2008 for extending communication channel with users of archives. The purpose of this research is to investigate the public communication and operating status of archives on Facebook.
     This research collected data from analyzing the media richness on the Facebook posts from US National Archives (U.S.), The National Archives (U.K.), National Archives of Australia and 3 public archives in Taiwan during October 1 to December 31, 2015. Besides, also used in-depth interview with archivists who managed the Facebook Pages to understand the operating policies of archives. Furthermore, questionnaire survey was conducted to capture users’ access behavior and analyzed the users’ barriers.
      According to the results, most of the users stated that, although archives have tried very hard to keep up with the trend, failure on reaching consensus between users’ need and administrative costs and effectiveness were a big problem. Facebook followers considered insufficient communicating cannels and lacked of immediate feedback reduced the satisfaction on the presentation of Archives’ Facebook. With content analysis, this study found that the media which could cause highly interaction were photos, videos and links, even the spoken text markup language were more acceptable by Internet users. This study suggests that archives should deliberate to provide more posts with multiple types of clues. Through the process of modifying original transactional messages, the communication between archives and users will be more effective.
參考文獻 一、中文文獻
     王文科、王智弘（2014）。教育研究法。臺北市：五南。
     王玉民（1994）。社會科學研究方法原理。臺北市：洪葉文化。
     王佳煌、潘中道（譯）（2002）。當代的社會研究法（原作者：William Lawrence Neuman）。臺北市：學富文化。（原著出版年：2000）。
     王盈文、楊美華（2006）。圖書館部落格之發展與應用探析。圖書與資訊學刊，56，58-73。
     王德俊（1998）。荷蘭手冊評述。檔案學研究，1，3-6。
     行政院勞工委員會職業訓練局（2013）。職能分析方法簡介。取自http://icap.wda.gov.tw/download/%E8%81%B7%E8%83%BD%E5%88%86%E6%9E%90%E6%96%B9%E6%B3%95%E7%B0%A1%E4%BB%8B.pdf
     何祖鳳、吳怡菱（2013）。社群媒體的檔案管理意涵：以澳洲維多利亞省公共檔案局為例。檔案季刊，12(4)，92-95。
     吳姮憓、羅偉峰（2014）。「按讚、留言或分享」─探究影響臉書訊息反應行為意圖之前置因素。行銷評論，11（2），107-132。
     吳紹群（2002）。內容分析法與圖書館學研究。圖書與資訊學刊，40，47-61。
     吳筱玫、周芷伊（2009）。Tagging的分類與知識意涵：以flickr首頁圖片為例。新聞學研究，99，265-305。
     李沛彤（2014）。影響Facebook粉絲專頁與部落格使用行為之研究-以旅遊類部落格為例（未出版之碩士論文）。國立中正大學，嘉義縣。
     李堃瑛（2011）。我國圖書館Facebook經營現況分析及使用者接受之研究（未出版之碩士論文）。國立臺灣師範大學，臺北市。
     沈彥良（2006）。以網誌作為非營利組織的群眾對話平台與訊息傳播工具（未出版之碩士論文）。朝陽科技大學，臺中市。
     周文泓（2014）。社交媒體環境中的參與是檔案管理模式探析。圖書情報工作，58（15），116-122。
     周宣光（譯）（2014）。管理資訊系統─管理數位化公司（原作者：Kenneth C. Laudon、Jane P. Laudon）。臺北市：東華。（原著出版年：2012）。
     林于弘、林佳均（2008）。九年一貫國與教科書標點符號教材內容分析比較。教科書研究，1（1），105-121。
     林巧敏（2012）。檔案應用服務。台北市：文華。
     林伯峰（2007）。Web2.0之創新應用服務與經營模式之研究（未出版之碩士論文）。國立中山大學，高雄市。
     林沂瑩（2012）。大專校院圖書館社群網站經營分析─以Facebook為例（未出版之碩士論文）。國立臺灣師範大學，臺北市。
     林秀雲（譯）（2013）。社會科學研究方法（原作者：Earl Babbie）。臺北市：雙葉書廊。（原著出版年：2013）。
     林育伶（2011）。運用Facebook於社區總體營造虛擬社群建構之研究（未出版碩士論文）。國立新竹教育大學，新竹市。
     林佳瑩、徐富珍（譯）（2004）。研究方法：基礎理論與技巧（原作者：Earl Babbie）。臺北市：雙葉書廊。（原著出版年：2001）。
     林金定、嚴嘉楓、陳美花（2005）。質性研究方法：訪談模式與實施步驟分析。身心障礙研究，3（2），122-136。
     范麗娟（1994）。深度訪談簡介。戶外遊憩研究，7（2），25-35。
     徐心儀、楊美華（2011）。社群網路服務在大學圖書館之應用研究: 以 Facebook 和噗浪為例（未出版碩士論文）。國立政治大學，台北市。
     徐心儀、楊美華（2011）。善用Facebook 社群功能行銷圖書館服務。圖書與資訊學刊，3（1），65-87。
     國立故宮博物院National Palace Museum（2015年10月10日）。2015/10/16-2016/01/04 神筆丹青：郎世寧來華三百年特展。取自https://www.facebook.com/npmgov/photos/a.269016483182143.65486.109503509133442/885307504886368/?type=3&theater
     國立故宮博物院National Palace Museum（2015年10月16日）。每週五、六 18：30~21：00國人憑身分證件免費參觀故宮正館。取自
     https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnpmgov%2Fphotos%2Fa.269016483182143.65486.109503509133442%2F888313467919105%2F%3Ftype%3D3
     國立故宮博物院National Palace Museum（2015年12月31日）。畫作如何裝裱？立軸、手卷 或 冊頁？What are ‘Hanging scroll’ ‘Handscroll’ and ‘Album leaf’?。取自https://www.facebook.com/npmgov/videos/922616811155437/?hc_location=ufi r
     國家發展委員會（2015）。政府網站Web2.0營運作業參考指引（社會網絡篇）。行政院國家發展委員會專題研究成果報告，未出版。
     國家發展委員會檔案管理局（2016）。國家寶藏樂優遊。檢自https://www.facebook.com/nation.file?fref=ts
     國家寶藏樂優遊（2015年6月3日）。國家寶藏。取自
     https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnation.file%2Fphotos%2Fa.151444798219833.32884.132293450134968%2F957628690934769%2F%3Ftype%3D3
     國家寶藏樂優遊（2015年10月16日）。我eye檔案樂活情報，歡慶100獎100！。取自https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnation.file%2Fposts%2F1010095332354771%3A0
     張偉鴻（2015）。臉書大頭貼之選擇動機與人格特質（未出版之碩士論文）。國立中山大學，高雄市。
     張淇龍（2012）。淺論社群媒體與圖書資訊服務之實踐。圖書與資訊學刊，4（1），96-116。
     郭生玉（2005）。心理與教育研究法。臺北市：精華。
     陳碧珠（2002）。檔案館使用者之資訊行為研究（未出版之碩士論文）。國立政治大學，臺北市。
     陳慧娉（2013）。檔案生活與應用：以美國國家檔案館臉書專頁為例。檔案季刊，12（2），76-83。
     傅珮雯（2011）。Facebook網站上口碑行為之研究（未出版之碩士論文）。國立中山大學，高雄市。
     詠仁（1995）。檔案宣傳出版。取自http://terms.naer.edu.tw/detail/1679706/
     楊國樞、文崇一、吳聰賢、李亦園（2012）。社會及行為科學研究法上冊（第十三版）。台北市：東華。
     楊國樞、文崇一、吳聰賢、李亦園（1990）。社會及行為科學研究法上冊（初版）。台北市：東華。
     葉淑慧（2012）。歷史檔案 historical records； historical archives。取自http://terms.naer.edu.tw/detail/1678619/
     潘弘愿（2011）。品牌與社群因素對Facebook書店粉絲團成員購買意願影響之研究（未出版之碩士論文）。私立世新大學，臺北市。
     潘玲娟（2009）。Podcast（播客）的興起對傳統廣播的影響。復興崗學報，94，105-122。
     檔案法（1999年12月15日）。
     薛理桂（2004）。檔案學導論。臺北市：五南。
     薛理桂（2012）。檔案徵集與鑑定。台北市：文華。
     欒斌、詹博仁（2010）。影響企業部落格瀏覽者行為意向因素之探討。行銷評論，7(4)，471-496。
     
     二、英文文獻
     Ahlqvist, T., Bäck, A., Halonen, M., & Heinonen, S. (2008). Social Media Roadmaps: Exploring the futures triggered by social media. Helsinki, Finland: Edita Prima Oy.
     Boyd, D. M., & Ellison, N. B. (2007).Social network sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
     Bushey, J. (2014). Convergence, connectivity, ephemeral and performed: new characteristics of digital photographs. Archives and Manuscripts, 42(1), 33-47.
     Charnigo, L., & Barnett-Ellis, P. (2007). Checking Out Facebook.com: The Impact of a Digital Trend on Academic Libraries. Information Technology and Libraries, 26(1), 23-24.
     Curtis, L., Edwards, C., Fraser, K., Gudelsky, S., Holmquist, J, Thornton, K.,& Sweetser, K.(2009). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36(1), 90-92.
     Dennis, A., & Kinney, S. (1998). Testing media richness theory in the new media effects of cues, feedback and task equivocality. Information System Research, 9(3), 256-274.
     Facebook. (2015a). How do I add or change my profile picture?. Retrieved 2015, January 3, from https://www.facebook.com/help/216476848433351
     Facebook. (2015b). What is a Facebook Page?. Retrieved 2015, June 22, https://www.facebook.com/help/174987089221178
     Facebook. (2015c). Company Info. Retrieved 2015, November 8, from http://newsroom.fb.com/company-info/
     Facebook. (2016a). Company Info. Retrieved 2016, May 22, from https://newsroom.fb.com/company-info/
     Facebook. (2016b). Glossary of Terms. Retrieved 2016, June 1, from https://www.facebook.com/help/219443701509174/
     Facebook. (2016c). Liking & Reacting. Retrieved 2016, June 1, from https://www.facebook.com/help/452446998120360/
     Facebook. (2016d). How is engagement rate defined?. Retrieved 2016, June 3, from https://www.facebook.com/help/178043462360087
     Facebook. (2016e). Link Clicks. Retrieved 2016, June 3, from https://www.facebook.com/business/help/659185130844708
     Facebook. (2016f). Profile Picture & Cover Photo. Retrieved 2016, June 7, from https://www.facebook.com/help/492441920771107/
     Fleck, B., Beckman, L., Sterns, J. & Hussey, H. (2014). YouTube in the Classroom: Helpful Tips and Student Perceptions. The Journal of Effective Teaching, 14(3), 21-37.
     Forrester Research, Inc. Task Force on Trends. Social Technographics: Mapping Participation In Activities Forms The Foundation Of A Social Strategy (2007). Retrieved from http://www.icsd.aegean.gr/website_files/proptyxiako/277846938.pdf
     Hosti, Ole. (1969). Content analysis for the social sciences and humanities. Boston, MA: Addison-Wesley Pub. Co.
     Joe, J. (2015). Assessment of Social Media in the Library: Guidelines for Administrators. Journal of Library Administration, 55, 667-680
     Kalfatovic, M., Kapsalis, E., Spiess, K., Camp, A., & Edson, M. (2008). Smithsonian Team Flickr: a library, archives, and museums collaboration in web 2.0 space. Arch Sci, 8, 267-277.
     Kent, M., & Taylor, M. (1998). Building Dialogic Relationships Through the World Wide Web. Public Relations Review, 24(3), 321-334.
     Kietzmann, J., Hermkens, K., McCarthy, I.,& Silverstre, B. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizon, 54, 241-251.
     Kumar, A., Bhatia, M.P.S., & Beniwal, R. (2015). Characterizing relatedness of web and requirements engineering. Webology, 12, 1-12.
     Kumar, N., & Benbasat. I. (2002). Para-Social Presence and Communication Capabilities of a Web Site: A Theoretical Perspective. e-Service Journal, 1(3), 5-24.
     Laudon, K., & Laudon, J. (2012). Management Information System (12th ed.). New Jersey, NJ: Pearson Prentice Hall.
     Library and Archives Canada. Library and Archives Canada. Retrieved 2015, September 30, from https://www.facebook.com/LibraryArchives?fref=ts
     Maccoby, E., & Maccoby, N. (1954). The interview: A tool of social science. In G. Lindzey (Ed.), Handbook of social psychology: Vol. 1. Theory and method. Reading, MA: Addison-Wesley.
     Momeni, E., Haslhofer, B., Tao, K., & Houben, G. (2015). Sifting useful comments from Flickr Commons and YouTube. International Journal on Digital Libraries, 16, 161-179.
     Musser, J., O’Reilly, T., & the O’Reilly Radar Team. (2007).Web2.0: Principles and Best Practices. Sebastopol, CA: O’Reilly Media Inc.
     Nagarathinam, D., & Lakshmanan, L. (2016). The Puzzles of Punctuations- A Linguistic Study. Language in India, 16(4), 16-26.
     National Archives and Records Administration. (2015). US National Archives. Retrieved 2015, September 30, from https://www.facebook.com/usnationalarchives?fref=ts
     National Archives of Australia. (2011, May 19). National Archives of Australia - Head Office - King`s Avenue Entrance. Retrieved 2016, June 11, from
     https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnaagovau%2Fphotos%2Fa.444271737696.236360.40641767696%2F10150207123827697%2F%3Ftype%3D3
     O’Reilly, T. (2005, September 30). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software [Web blog message]. Retrieved 2015, October 11, from http://www.oreilly.com/pub/a/web2/archive/what-is-web-20.html
     Palmer, J. (2009). Archives 2.0: If We Build It, Will They Come?. Ariadne: A Web & Print Magazine of Internet Issues for Librarians & Information Specialists. 30(60),8.
     Pew Internet & American Life Project, Task force on Teens and Social Media. (2007). Teens and Social Media: The use of social media gains a greater foothold in teens life as they embrace the conversational nature of interactive online media. Retrieved 2015, February 23, from http://www.pewinternet.org/files/old-media/Files/Reports/2007/PIP_Teens_Social_Media_Final.pdf.pdf
     Plenkovic, M., Guscic, D., & Hadzic, S. (2014). Media Study On Correlation Connection Between “Likes” And “Visual Elements Of Form ” In Communication Content Perception On Facebook. Informatol, 47(4), 243-256.
     Safko, L., Brake, D. (2009). The Social media bibile: tactics, and strategies for business success. Hoboken, NJ., USA.: John Wiley & Sons.
     Samouelian, M. (2009). Embracing Web2.0: Archives and the Newest Generation of Web Applications. The American Archivist. 72(Spring/Summer), 42-71.
     Seltzer, T., Mitrook, M. (2007). The dialogic potential of weblogs in relationship building. Public Relations Review, 33(2), 227-229.
     Smith-Yoshimura, K., Godby, C., Koffler, H., Varnum, K., & Yakel,E. (2011). Social Metadata for Libraries, Archives and Museums Part 2: Survey Analysis (OCLC Report No. 712604667). Dublin, Ohio: OCLC Online Computer Library Center, Inc. Retrived from OCLC Research website http://www.oclc.org/content/dam/research/publications/library/2011/2011-03.pdf
     Statista.com. (2015). Number of Facebook users in Asia Pacific from 2012 to 2018 (in millions). Retrieved 2015, October 2, from http://www.statista.com/statistics/304864/number-of-facebook-users-in-asia-pacific/
     Statista.com. (2015). Distribution of social logins among internet users worldwide as of 3rd quarter 2015, by age group). Retrieved 2015, November 7, from http://www.statista.com/statistics/459629/social-login-share-worldwide-age/
     Statista.com. (2015). Number of internet users in selected countries as of May 2015 (in millions). Retrieved 2015, November 7, from http://www.statista.com/statistics/271411/number-of-internet-users-in-selected-countries/
     Statista.com. (2016). Distribution of active Facebook users worldwide as of 4th quarter 2014, by age. Retrieved 2016, June 12, from http://www.statista.com/statistics/376128/facebook-global-user-age-distribution/
     Statista.com. (2016). Number of daily active Facebook users worldwide as of 1st quarter 2016 (in millions). Retrieved 2016, June 23, from http://www.statista.com/statistics/346167/facebook-global-dau/
     Sterne, J. (2010). Social Media Metrics: How to measure and optimize your marketing investment. Hoboken, NJ: Jhon Wiley & Sons, Inc.
     Tan, C., Hedren, S., Kiat, F., Somasundram, V., & Wong, E. (2012). Asia-Pacific Libraries on Facebook: Content Analysis on Posts and Interactions. Singapore Journal of Library & Information Management, 41, 51-68.
     Tan, W.K., Tan, C.H., & Teo, H.H. (2012). Convey Information Effectively in a Virtual World: Insights from Synthesized Task Closure and Media Richness. Journal of the American Society for Information Science and Technology, 63(6), 1198-1212.
     The National Archives. (2015). The National Archives UK. Retrieved 2015, September 30, from https://www.facebook.com/TheNationalArchives?fref=ts
     The National Archives. (2015, October 22). Keep mum, she’s not so dumb!. Retrieved 2016, June 11, from https://www.facebook.com/TheNationalArchives/photos/a.10151134316554640.458950.16895014639/10153725725709640/?type=3&theater
     The National Archives. (2015, December 23). Henley Regatta Reach frozen over during the winter, 1891 (COPY: 1/403/95). Retrieved 2016, June 11, from https://www.facebook.com/TheNationalArchives/photos/a.10151134316554640.458950.16895014639/10153845280349640/?type=3&theater
     Theimer, K. (2010). Web2.0 Tools and Strategies for Archives and Local History Collections. New York, NY: Neal Schuman Publishers.
     Theimer, K. (2011). What Is the Meaning of Archives 2.0? The American Archivist, 74, 58-68.
     US National Archives. (2015, August 6). New Photo. Retrieved 2016, June 11, from https://www.facebook.com/usnationalarchives/photos/a.470984897993.284009.128463482993/10153625599512994/?type=3&theater
     US National Archives. (2015, September 15). How are you celebrating Constitution Day on Thursday?. Retrieved 2016, June 11, from https://www.facebook.com/usnationalarchives/photos/a.10150732164827994.465611.128463482993/10153732513452994/?type=3&theater
     US National Archives. (2015, Octobrt 15). Every four or eight years, our archivists face the challenge of moving records from the White House into the National Archives, and then making these records accessible to the public at a new Presidential Library. Retrieved from https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fusnationalarchives%2Fposts%2F10153793789937994
     US National Archives. (2015, December 16). Registration is open for our next Archives Sleepover!. Retrieved from https://www.facebook.com/usnationalarchives/photos/a.184236592993.153664.128463482993/10153910097717994/?type=3&theater
     US National Archives. (2015, December 19). "The buck stops here" -- Jedi Harry. Retrieved from https://www.facebook.com/usnationalarchives/photos/a.184236592993.153664.128463482993/10153914510227994/?type=3&theater
     US National Archives. (2016, June 2). An amazing opportunity for educations to participate in a free workshop about our ‪#‎WWI‬ app in Kansas City!. Retrieved from ‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬
     https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fusnationalarchives%2Fposts%2F10154336559487994
     Washburn, B., Eckert, E., & Proffitt, M. (2013). Social Media and Archives: A Survey of Archive Users (OCLC Report: 855368862). Retrieved 2015, February 23, from http://www.oclc.org/content/dam/research/publications/library/2013/2013-06.pdf
描述 碩士
國立政治大學
圖書資訊與檔案學研究所
103155014
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1031550141
資料類型 thesis
dc.contributor.advisor 林巧敏zh_TW
dc.contributor.advisor Lin, Chiao Minen_US
dc.contributor.author (作者) 王琪寛zh_TW
dc.contributor.author (作者) Wang, Chyi Kuanen_US
dc.creator (作者) 王琪寛zh_TW
dc.creator (作者) Wang, Chyi Kuanen_US
dc.date (日期) 2016en_US
dc.date.accessioned 21-七月-2016 09:37:23 (UTC+8)-
dc.date.available 21-七月-2016 09:37:23 (UTC+8)-
dc.date.issued (上傳時間) 21-七月-2016 09:37:23 (UTC+8)-
dc.identifier (其他 識別碼) G1031550141en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99406-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 圖書資訊與檔案學研究所zh_TW
dc.description (描述) 103155014zh_TW
dc.description.abstract (摘要) 網路技術的快速發展，使人與社會的接觸從實體走入虛擬，人與人之間的交流互動，可以透過社群媒體與網站進行意見的交流與資訊，政府單位、典藏機構與公眾人物等具有群眾號召力之訊息發布者，莫不透過網路社群的功能，達成資訊的成功傳遞。典藏機構是一般大眾最為信賴的知識傳播者，隨著社群網站成為主流的資訊中介站，檔案館也開始在2008年設立Facebook粉絲專頁。有鑑於Facebook具有資訊傳播效益，能提升檔案館與使用者意見的直接溝通。本研究旨在瞭解國內外檔案館Facebook粉絲專頁的互動經營模式，透過內容分析、深度訪談與問卷調查法，以不同的角色探討檔案館Facebook的經營策略與網路使用者的互動需求。
      本研究以媒介豐富度的指標為基礎架構，透過內容分析法，觀察國內外6所檔案館Facebook粉絲專頁2015年10月至12月間579則貼文的發布頻率、主題內容與互動率，另輔以深度訪談法，探討檔案館Facebook經營者的貼文回饋速度、多元化內容提示與語言多樣性，瞭解國內檔案館Facebook粉絲專頁的經營維護政策。最後採問卷調查法，分析123份有加入檔案館Facebook之使用者對於該社群網站經營狀況的看法，及其認為檔案館最需要改進的地方。
      研究結果發現，雖然檔案館的Facebook發文頻率偏高，但卻無法引發使用者共鳴，同時，使用者也認為檔案館之留言回饋率過低，不符需求。由內容分析與深度訪談結果得知，檔案館Facebook粉絲專頁經營者希望借助該社群網站的易用性與即時性，進行該館活動的推廣，而從Facebook頁面中，則可以發現互動率最高的媒體類型分別為相片、影片與連結。問卷調查部分，檔案館的Facebook使用者較能接受口語化的撰寫方式，且其亦會依據貼文主題的不同，給予不同程度的互動。本研究建議檔案館Facebook可提供豐富的多媒體貼文內容，透過符合使用者需求的內容包裝方式，讓兩者的互動更為積極。		zh_TW
dc.description.abstract (摘要) With the advent of the Internet, social networks afford an opportunity to make information much more broadly available and make direct contact between administrators such as governments, libraries, archives, museums and internet users. Library, archives and museums are the most trusted information suppliers. With the concept of becoming a communication intermediate, archives around the world started to create Facebook Pages since 2008 for extending communication channel with users of archives. The purpose of this research is to investigate the public communication and operating status of archives on Facebook.
     This research collected data from analyzing the media richness on the Facebook posts from US National Archives (U.S.), The National Archives (U.K.), National Archives of Australia and 3 public archives in Taiwan during October 1 to December 31, 2015. Besides, also used in-depth interview with archivists who managed the Facebook Pages to understand the operating policies of archives. Furthermore, questionnaire survey was conducted to capture users’ access behavior and analyzed the users’ barriers.
      According to the results, most of the users stated that, although archives have tried very hard to keep up with the trend, failure on reaching consensus between users’ need and administrative costs and effectiveness were a big problem. Facebook followers considered insufficient communicating cannels and lacked of immediate feedback reduced the satisfaction on the presentation of Archives’ Facebook. With content analysis, this study found that the media which could cause highly interaction were photos, videos and links, even the spoken text markup language were more acceptable by Internet users. This study suggests that archives should deliberate to provide more posts with multiple types of clues. Through the process of modifying original transactional messages, the communication between archives and users will be more effective.		en_US
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究動機 1
     第二節 研究目的 3
     第三節 問題陳述 4
     第四節 名詞解釋 4
     第二章 文獻探討 7
     第一節 社群媒體之類型與發展 7
     第二節 檔案館應用社群媒體的情形 15
     第三節 國內外檔案館運用的Facebook的推廣實例 20
     第四節 綜合分析 26
     第三章 研究設計與實施 29
     第一節 研究設計與架構 29
     第二節 研究方法 30
     第三節 研究對象 33
     第四節 研究範圍與限制 34
     第五節 研究實施 35
     第六節 研究步驟 43
     第七節 資料分析 47
     第四章 研究結果分析 51
     第一節 內容分析與深度訪談結果 51
     第二節 檔案館Facebook粉絲專頁使用者之行為分析 83
     第三節 綜合討論 97
     第五章 結論與建議 103
     第一節 結論 103
     第二節 建議 109
     第三節 後續研究建議 111
     參考文獻 113
     附錄一 內容分析編碼表 125
     附錄二 深度訪談問題陳述與大綱 137
     附錄三 調查問卷內容大綱 141		zh_TW
dc.format.extent 3472661 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1031550141en_US
dc.subject (關鍵詞) Facebook粉絲專頁zh_TW
dc.subject (關鍵詞) 檔案館zh_TW
dc.subject (關鍵詞) 媒介豐富度zh_TW
dc.subject (關鍵詞) 檔案館2.0zh_TW
dc.subject (關鍵詞) Facebook Pageen_US
dc.subject (關鍵詞) Archivesen_US
dc.subject (關鍵詞) Media Richnessen_US
dc.subject (關鍵詞) Usabilityen_US
dc.title (題名) 檔案館運用Facebook粉絲專頁互動經營之研究zh_TW
dc.title (題名) A Study of the Public Communication and Operating Status of Archives with Facebooken_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻
     王文科、王智弘（2014）。教育研究法。臺北市：五南。
     王玉民（1994）。社會科學研究方法原理。臺北市：洪葉文化。
     王佳煌、潘中道（譯）（2002）。當代的社會研究法（原作者：William Lawrence Neuman）。臺北市：學富文化。（原著出版年：2000）。
     王盈文、楊美華（2006）。圖書館部落格之發展與應用探析。圖書與資訊學刊，56，58-73。
     王德俊（1998）。荷蘭手冊評述。檔案學研究，1，3-6。
     行政院勞工委員會職業訓練局（2013）。職能分析方法簡介。取自http://icap.wda.gov.tw/download/%E8%81%B7%E8%83%BD%E5%88%86%E6%9E%90%E6%96%B9%E6%B3%95%E7%B0%A1%E4%BB%8B.pdf
     何祖鳳、吳怡菱（2013）。社群媒體的檔案管理意涵：以澳洲維多利亞省公共檔案局為例。檔案季刊，12(4)，92-95。
     吳姮憓、羅偉峰（2014）。「按讚、留言或分享」─探究影響臉書訊息反應行為意圖之前置因素。行銷評論，11（2），107-132。
     吳紹群（2002）。內容分析法與圖書館學研究。圖書與資訊學刊，40，47-61。
     吳筱玫、周芷伊（2009）。Tagging的分類與知識意涵：以flickr首頁圖片為例。新聞學研究，99，265-305。
     李沛彤（2014）。影響Facebook粉絲專頁與部落格使用行為之研究-以旅遊類部落格為例（未出版之碩士論文）。國立中正大學，嘉義縣。
     李堃瑛（2011）。我國圖書館Facebook經營現況分析及使用者接受之研究（未出版之碩士論文）。國立臺灣師範大學，臺北市。
     沈彥良（2006）。以網誌作為非營利組織的群眾對話平台與訊息傳播工具（未出版之碩士論文）。朝陽科技大學，臺中市。
     周文泓（2014）。社交媒體環境中的參與是檔案管理模式探析。圖書情報工作，58（15），116-122。
     周宣光（譯）（2014）。管理資訊系統─管理數位化公司（原作者：Kenneth C. Laudon、Jane P. Laudon）。臺北市：東華。（原著出版年：2012）。
     林于弘、林佳均（2008）。九年一貫國與教科書標點符號教材內容分析比較。教科書研究，1（1），105-121。
     林巧敏（2012）。檔案應用服務。台北市：文華。
     林伯峰（2007）。Web2.0之創新應用服務與經營模式之研究（未出版之碩士論文）。國立中山大學，高雄市。
     林沂瑩（2012）。大專校院圖書館社群網站經營分析─以Facebook為例（未出版之碩士論文）。國立臺灣師範大學，臺北市。
     林秀雲（譯）（2013）。社會科學研究方法（原作者：Earl Babbie）。臺北市：雙葉書廊。（原著出版年：2013）。
     林育伶（2011）。運用Facebook於社區總體營造虛擬社群建構之研究（未出版碩士論文）。國立新竹教育大學，新竹市。
     林佳瑩、徐富珍（譯）（2004）。研究方法：基礎理論與技巧（原作者：Earl Babbie）。臺北市：雙葉書廊。（原著出版年：2001）。
     林金定、嚴嘉楓、陳美花（2005）。質性研究方法：訪談模式與實施步驟分析。身心障礙研究，3（2），122-136。
     范麗娟（1994）。深度訪談簡介。戶外遊憩研究，7（2），25-35。
     徐心儀、楊美華（2011）。社群網路服務在大學圖書館之應用研究: 以 Facebook 和噗浪為例（未出版碩士論文）。國立政治大學，台北市。
     徐心儀、楊美華（2011）。善用Facebook 社群功能行銷圖書館服務。圖書與資訊學刊，3（1），65-87。
     國立故宮博物院National Palace Museum（2015年10月10日）。2015/10/16-2016/01/04 神筆丹青：郎世寧來華三百年特展。取自https://www.facebook.com/npmgov/photos/a.269016483182143.65486.109503509133442/885307504886368/?type=3&theater
     國立故宮博物院National Palace Museum（2015年10月16日）。每週五、六 18：30~21：00國人憑身分證件免費參觀故宮正館。取自
     https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnpmgov%2Fphotos%2Fa.269016483182143.65486.109503509133442%2F888313467919105%2F%3Ftype%3D3
     國立故宮博物院National Palace Museum（2015年12月31日）。畫作如何裝裱？立軸、手卷 或 冊頁？What are ‘Hanging scroll’ ‘Handscroll’ and ‘Album leaf’?。取自https://www.facebook.com/npmgov/videos/922616811155437/?hc_location=ufi r
     國家發展委員會（2015）。政府網站Web2.0營運作業參考指引（社會網絡篇）。行政院國家發展委員會專題研究成果報告，未出版。
     國家發展委員會檔案管理局（2016）。國家寶藏樂優遊。檢自https://www.facebook.com/nation.file?fref=ts
     國家寶藏樂優遊（2015年6月3日）。國家寶藏。取自
     https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnation.file%2Fphotos%2Fa.151444798219833.32884.132293450134968%2F957628690934769%2F%3Ftype%3D3
     國家寶藏樂優遊（2015年10月16日）。我eye檔案樂活情報，歡慶100獎100！。取自https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnation.file%2Fposts%2F1010095332354771%3A0
     張偉鴻（2015）。臉書大頭貼之選擇動機與人格特質（未出版之碩士論文）。國立中山大學，高雄市。
     張淇龍（2012）。淺論社群媒體與圖書資訊服務之實踐。圖書與資訊學刊，4（1），96-116。
     郭生玉（2005）。心理與教育研究法。臺北市：精華。
     陳碧珠（2002）。檔案館使用者之資訊行為研究（未出版之碩士論文）。國立政治大學，臺北市。
     陳慧娉（2013）。檔案生活與應用：以美國國家檔案館臉書專頁為例。檔案季刊，12（2），76-83。
     傅珮雯（2011）。Facebook網站上口碑行為之研究（未出版之碩士論文）。國立中山大學，高雄市。
     詠仁（1995）。檔案宣傳出版。取自http://terms.naer.edu.tw/detail/1679706/
     楊國樞、文崇一、吳聰賢、李亦園（2012）。社會及行為科學研究法上冊（第十三版）。台北市：東華。
     楊國樞、文崇一、吳聰賢、李亦園（1990）。社會及行為科學研究法上冊（初版）。台北市：東華。
     葉淑慧（2012）。歷史檔案 historical records； historical archives。取自http://terms.naer.edu.tw/detail/1678619/
     潘弘愿（2011）。品牌與社群因素對Facebook書店粉絲團成員購買意願影響之研究（未出版之碩士論文）。私立世新大學，臺北市。
     潘玲娟（2009）。Podcast（播客）的興起對傳統廣播的影響。復興崗學報，94，105-122。
     檔案法（1999年12月15日）。
     薛理桂（2004）。檔案學導論。臺北市：五南。
     薛理桂（2012）。檔案徵集與鑑定。台北市：文華。
     欒斌、詹博仁（2010）。影響企業部落格瀏覽者行為意向因素之探討。行銷評論，7(4)，471-496。
     
     二、英文文獻
     Ahlqvist, T., Bäck, A., Halonen, M., & Heinonen, S. (2008). Social Media Roadmaps: Exploring the futures triggered by social media. Helsinki, Finland: Edita Prima Oy.
     Boyd, D. M., & Ellison, N. B. (2007).Social network sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
     Bushey, J. (2014). Convergence, connectivity, ephemeral and performed: new characteristics of digital photographs. Archives and Manuscripts, 42(1), 33-47.
     Charnigo, L., & Barnett-Ellis, P. (2007). Checking Out Facebook.com: The Impact of a Digital Trend on Academic Libraries. Information Technology and Libraries, 26(1), 23-24.
     Curtis, L., Edwards, C., Fraser, K., Gudelsky, S., Holmquist, J, Thornton, K.,& Sweetser, K.(2009). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36(1), 90-92.
     Dennis, A., & Kinney, S. (1998). Testing media richness theory in the new media effects of cues, feedback and task equivocality. Information System Research, 9(3), 256-274.
     Facebook. (2015a). How do I add or change my profile picture?. Retrieved 2015, January 3, from https://www.facebook.com/help/216476848433351
     Facebook. (2015b). What is a Facebook Page?. Retrieved 2015, June 22, https://www.facebook.com/help/174987089221178
     Facebook. (2015c). Company Info. Retrieved 2015, November 8, from http://newsroom.fb.com/company-info/
     Facebook. (2016a). Company Info. Retrieved 2016, May 22, from https://newsroom.fb.com/company-info/
     Facebook. (2016b). Glossary of Terms. Retrieved 2016, June 1, from https://www.facebook.com/help/219443701509174/
     Facebook. (2016c). Liking & Reacting. Retrieved 2016, June 1, from https://www.facebook.com/help/452446998120360/
     Facebook. (2016d). How is engagement rate defined?. Retrieved 2016, June 3, from https://www.facebook.com/help/178043462360087
     Facebook. (2016e). Link Clicks. Retrieved 2016, June 3, from https://www.facebook.com/business/help/659185130844708
     Facebook. (2016f). Profile Picture & Cover Photo. Retrieved 2016, June 7, from https://www.facebook.com/help/492441920771107/
     Fleck, B., Beckman, L., Sterns, J. & Hussey, H. (2014). YouTube in the Classroom: Helpful Tips and Student Perceptions. The Journal of Effective Teaching, 14(3), 21-37.
     Forrester Research, Inc. Task Force on Trends. Social Technographics: Mapping Participation In Activities Forms The Foundation Of A Social Strategy (2007). Retrieved from http://www.icsd.aegean.gr/website_files/proptyxiako/277846938.pdf
     Hosti, Ole. (1969). Content analysis for the social sciences and humanities. Boston, MA: Addison-Wesley Pub. Co.
     Joe, J. (2015). Assessment of Social Media in the Library: Guidelines for Administrators. Journal of Library Administration, 55, 667-680
     Kalfatovic, M., Kapsalis, E., Spiess, K., Camp, A., & Edson, M. (2008). Smithsonian Team Flickr: a library, archives, and museums collaboration in web 2.0 space. Arch Sci, 8, 267-277.
     Kent, M., & Taylor, M. (1998). Building Dialogic Relationships Through the World Wide Web. Public Relations Review, 24(3), 321-334.
     Kietzmann, J., Hermkens, K., McCarthy, I.,& Silverstre, B. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizon, 54, 241-251.
     Kumar, A., Bhatia, M.P.S., & Beniwal, R. (2015). Characterizing relatedness of web and requirements engineering. Webology, 12, 1-12.
     Kumar, N., & Benbasat. I. (2002). Para-Social Presence and Communication Capabilities of a Web Site: A Theoretical Perspective. e-Service Journal, 1(3), 5-24.
     Laudon, K., & Laudon, J. (2012). Management Information System (12th ed.). New Jersey, NJ: Pearson Prentice Hall.
     Library and Archives Canada. Library and Archives Canada. Retrieved 2015, September 30, from https://www.facebook.com/LibraryArchives?fref=ts
     Maccoby, E., & Maccoby, N. (1954). The interview: A tool of social science. In G. Lindzey (Ed.), Handbook of social psychology: Vol. 1. Theory and method. Reading, MA: Addison-Wesley.
     Momeni, E., Haslhofer, B., Tao, K., & Houben, G. (2015). Sifting useful comments from Flickr Commons and YouTube. International Journal on Digital Libraries, 16, 161-179.
     Musser, J., O’Reilly, T., & the O’Reilly Radar Team. (2007).Web2.0: Principles and Best Practices. Sebastopol, CA: O’Reilly Media Inc.
     Nagarathinam, D., & Lakshmanan, L. (2016). The Puzzles of Punctuations- A Linguistic Study. Language in India, 16(4), 16-26.
     National Archives and Records Administration. (2015). US National Archives. Retrieved 2015, September 30, from https://www.facebook.com/usnationalarchives?fref=ts
     National Archives of Australia. (2011, May 19). National Archives of Australia - Head Office - King`s Avenue Entrance. Retrieved 2016, June 11, from
     https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fnaagovau%2Fphotos%2Fa.444271737696.236360.40641767696%2F10150207123827697%2F%3Ftype%3D3
     O’Reilly, T. (2005, September 30). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software [Web blog message]. Retrieved 2015, October 11, from http://www.oreilly.com/pub/a/web2/archive/what-is-web-20.html
     Palmer, J. (2009). Archives 2.0: If We Build It, Will They Come?. Ariadne: A Web & Print Magazine of Internet Issues for Librarians & Information Specialists. 30(60),8.
     Pew Internet & American Life Project, Task force on Teens and Social Media. (2007). Teens and Social Media: The use of social media gains a greater foothold in teens life as they embrace the conversational nature of interactive online media. Retrieved 2015, February 23, from http://www.pewinternet.org/files/old-media/Files/Reports/2007/PIP_Teens_Social_Media_Final.pdf.pdf
     Plenkovic, M., Guscic, D., & Hadzic, S. (2014). Media Study On Correlation Connection Between “Likes” And “Visual Elements Of Form ” In Communication Content Perception On Facebook. Informatol, 47(4), 243-256.
     Safko, L., Brake, D. (2009). The Social media bibile: tactics, and strategies for business success. Hoboken, NJ., USA.: John Wiley & Sons.
     Samouelian, M. (2009). Embracing Web2.0: Archives and the Newest Generation of Web Applications. The American Archivist. 72(Spring/Summer), 42-71.
     Seltzer, T., Mitrook, M. (2007). The dialogic potential of weblogs in relationship building. Public Relations Review, 33(2), 227-229.
     Smith-Yoshimura, K., Godby, C., Koffler, H., Varnum, K., & Yakel,E. (2011). Social Metadata for Libraries, Archives and Museums Part 2: Survey Analysis (OCLC Report No. 712604667). Dublin, Ohio: OCLC Online Computer Library Center, Inc. Retrived from OCLC Research website http://www.oclc.org/content/dam/research/publications/library/2011/2011-03.pdf
     Statista.com. (2015). Number of Facebook users in Asia Pacific from 2012 to 2018 (in millions). Retrieved 2015, October 2, from http://www.statista.com/statistics/304864/number-of-facebook-users-in-asia-pacific/
     Statista.com. (2015). Distribution of social logins among internet users worldwide as of 3rd quarter 2015, by age group). Retrieved 2015, November 7, from http://www.statista.com/statistics/459629/social-login-share-worldwide-age/
     Statista.com. (2015). Number of internet users in selected countries as of May 2015 (in millions). Retrieved 2015, November 7, from http://www.statista.com/statistics/271411/number-of-internet-users-in-selected-countries/
     Statista.com. (2016). Distribution of active Facebook users worldwide as of 4th quarter 2014, by age. Retrieved 2016, June 12, from http://www.statista.com/statistics/376128/facebook-global-user-age-distribution/
     Statista.com. (2016). Number of daily active Facebook users worldwide as of 1st quarter 2016 (in millions). Retrieved 2016, June 23, from http://www.statista.com/statistics/346167/facebook-global-dau/
     Sterne, J. (2010). Social Media Metrics: How to measure and optimize your marketing investment. Hoboken, NJ: Jhon Wiley & Sons, Inc.
     Tan, C., Hedren, S., Kiat, F., Somasundram, V., & Wong, E. (2012). Asia-Pacific Libraries on Facebook: Content Analysis on Posts and Interactions. Singapore Journal of Library & Information Management, 41, 51-68.
     Tan, W.K., Tan, C.H., & Teo, H.H. (2012). Convey Information Effectively in a Virtual World: Insights from Synthesized Task Closure and Media Richness. Journal of the American Society for Information Science and Technology, 63(6), 1198-1212.
     The National Archives. (2015). The National Archives UK. Retrieved 2015, September 30, from https://www.facebook.com/TheNationalArchives?fref=ts
     The National Archives. (2015, October 22). Keep mum, she’s not so dumb!. Retrieved 2016, June 11, from https://www.facebook.com/TheNationalArchives/photos/a.10151134316554640.458950.16895014639/10153725725709640/?type=3&theater
     The National Archives. (2015, December 23). Henley Regatta Reach frozen over during the winter, 1891 (COPY: 1/403/95). Retrieved 2016, June 11, from https://www.facebook.com/TheNationalArchives/photos/a.10151134316554640.458950.16895014639/10153845280349640/?type=3&theater
     Theimer, K. (2010). Web2.0 Tools and Strategies for Archives and Local History Collections. New York, NY: Neal Schuman Publishers.
     Theimer, K. (2011). What Is the Meaning of Archives 2.0? The American Archivist, 74, 58-68.
     US National Archives. (2015, August 6). New Photo. Retrieved 2016, June 11, from https://www.facebook.com/usnationalarchives/photos/a.470984897993.284009.128463482993/10153625599512994/?type=3&theater
     US National Archives. (2015, September 15). How are you celebrating Constitution Day on Thursday?. Retrieved 2016, June 11, from https://www.facebook.com/usnationalarchives/photos/a.10150732164827994.465611.128463482993/10153732513452994/?type=3&theater
     US National Archives. (2015, Octobrt 15). Every four or eight years, our archivists face the challenge of moving records from the White House into the National Archives, and then making these records accessible to the public at a new Presidential Library. Retrieved from https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fusnationalarchives%2Fposts%2F10153793789937994
     US National Archives. (2015, December 16). Registration is open for our next Archives Sleepover!. Retrieved from https://www.facebook.com/usnationalarchives/photos/a.184236592993.153664.128463482993/10153910097717994/?type=3&theater
     US National Archives. (2015, December 19). "The buck stops here" -- Jedi Harry. Retrieved from https://www.facebook.com/usnationalarchives/photos/a.184236592993.153664.128463482993/10153914510227994/?type=3&theater
     US National Archives. (2016, June 2). An amazing opportunity for educations to participate in a free workshop about our ‪#‎WWI‬ app in Kansas City!. Retrieved from ‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬
     https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fusnationalarchives%2Fposts%2F10154336559487994
     Washburn, B., Eckert, E., & Proffitt, M. (2013). Social Media and Archives: A Survey of Archive Users (OCLC Report: 855368862). Retrieved 2015, February 23, from http://www.oclc.org/content/dam/research/publications/library/2013/2013-06.pdf		zh_TW