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題名 臉書貼文之互動表現 : 智慧鐵人創意競賽個案研究
An interactivity analysis of Facebook posts - a case study of the fan page of the Intelligent Ironman Creativity Contest作者 陳品妤 貢獻者 張寶芳
陳品妤關鍵詞 貼文互動分析
智慧鐵人創意競賽
教育活動
Interactivity analysis of Facebook posts
Educational activities
Intelligent Ironman Creativity Contest日期 2018 上傳時間 1-Jun-2018 15:51:31 (UTC+8) 摘要 臉書（ Facebook ）顛覆了行銷方式與社群傳播行為。本研究探討臉書之粉絲專業貼文與粉絲間的互動關係。以智慧鐵人創意競賽為個案，分析貼文發布時間、發布星期，貼文字數，貼文類型(圖像、連結、純文字、影片、影片連結)及貼文內容分類(評價性、資訊性、 娛樂性、利益性)五項變因與貼文互動關係 。期望了解哪些變因能提升貼文的互動力，使貼文更有成效達成擴散。本研究採集 2014 年10月 1 日至 2017 年 10 月 31 日期間之 1119 篇貼文作為研究樣本。取按讚、留言、分享數各前 10% 之110 篇貼文進行量化與質化分析。最後取前 3 % 的貼文(共三十篇)，耙梳文本全文，找出吸引使用者互動的共通模式。統計分析發現，貼文發布時間、發布星期及貼文類型，沒有差異，但 601 - 800 字貼文互動效果較其他字數組別佳，具有顯著差異。而在內容文本分析方面，當貼文內容中有行動訴求，與使用者使用相同語言，以及藉由共同經歷營造社群感，能提升貼文互動力；而當貼文類型為影片或連結時，貼文內容如過於簡短單調則會降低貼文互動力。
An interactivity analysis of Facebook posts - a case study of the fan page of the Intelligent Ironman Creativity ContestAbstractFacebook is a social networking service launched on February 5, 2004. It also started the new era of media and promotion. However, how to write a post is close related to the effectiveness on interaction with readers. This in term affects the influence of the post. This thesis used data from Intelligent Ironman Creativity Contest, analyzed post time (2 hrs duration in a day), post days (Monday to Sunday), number of words (every 200 words up to 1200), post type (photo, link, Status, video and share video) and post content (evaluative, Informative, entertainment, profitable). The result could be useful guidelines in managing fan page for high school and creativity related activities This research collects 1119 posts from October 1st, 2014 to October 31st, 2018 as samples. We use 110 posts which is the top 10% posts with highest number of like, post, share as the base for quantitative and qualitative analysis. Finally, we examine the content of the top 3% posts and find the common pattern for attract readers.The results show that there is significant effect on post time, post day and post type. But posts with words from 600 to 800 are the most effective than other number of words. When the post types are video and link, short explanation is not enough. If there are action requests, reader costumed phrases or shared memories in the post, the post is very effective in interaction with readers. 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Behavior & Information Technology, 27(2), 115-125.網路資料Mark Zuckerberg(2017，July 27）Updated with 2 billion people.。取自：https://www.facebook.com/photo.php?fbid=10103832396388711&set=a.941146602501.2418915.4&type=3&theater資策會(2017年5月1日）〈八成以上台灣人愛用Facebook、Line坐穩社群網站龍頭 1人平均擁4個社群帳號 年輕人更愛YouTube和IG〉。取自：https://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14Facebook使用說明中心，取自：http://www.facebook.com/help/NPR (2015年10月) Analyzing Facebook Lead-In Text Length.取自：http://socialmediadesk.tumblr.com/post/132086875461/analyzing-facebook-lead-in-text-lengthBuddy Media(2013年8月) Salesforce marketing cloud. Strategies for Effective Wall Posts: A Timeline Analysis. 取自：http://www.salesforcemarketingcloud.com/resources/ebooks/strategies-for-effective-wall-posts-a-timeline-analysis/智慧鐵人創意競賽粉絲專頁。取自：https://www.facebook.com/iloveiicc/TRML 競賽粉絲專頁。取自： https://www.facebook.com/mksh.trml/?fref=ts遠哲科學競賽粉絲專頁。取自：https://www.facebook.com/ytleegame/?fref=ts台灣國際科展粉絲專頁。取自：https://www.facebook.com/TISF1991/數學奧林匹亞競賽粉絲專頁。取自：https://www.facebook.com/IMO.twn/?hc_ref=ARRUkGK0pCNJrSrNSCevUuOohE7SrVOx1e-e4IoAY4LfjUi0qc9lLjn7DNRR2ynIwDk&fref=nf生物奧林匹亞競賽粉絲專頁。取自：https://www.facebook.com/%E4%B8%AD%E8%8F%AF%E6%B0%91%E5%9C%8B%E7%94%9F%E7%89%A9%E5%A5%A7%E6%9E%97%E5%8C%B9%E4%BA%9E%E7%AB%B6%E8%B3%BD-326982490712900/?hc_ref=ARQtD0FPNCxwfyFtCUQJXFs8gsFZ_WPLb_3fp_EHWEutZTnnQ2lvMH0a7bDQvcH92LI化學奧林匹亞競賽粉絲專頁。取自：https://www.facebook.com/icho2017/?hc_ref=ARTXBGP2DHmj2mTOuYxHMfSu7_jdDpml8mv2_N9nvsEkvgQuS5PWCkYBOeO7J1q293w&fref=nf物理奧林匹亞競賽粉絲專頁。取自： https://www.facebook.com/ipho2017/旺宏科學獎粉絲專頁。取自：https://www.facebook.com/scienceaward/?fref=ts 描述 碩士
國立政治大學
傳播學院碩士在職專班
102941023資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102941023 資料類型 thesis dc.contributor.advisor 張寶芳 zh_TW dc.contributor.author (Authors) 陳品妤 zh_TW dc.creator (作者) 陳品妤 zh_TW dc.date (日期) 2018 en_US dc.date.accessioned 1-Jun-2018 15:51:31 (UTC+8) - dc.date.available 1-Jun-2018 15:51:31 (UTC+8) - dc.date.issued (上傳時間) 1-Jun-2018 15:51:31 (UTC+8) - dc.identifier (Other Identifiers) G0102941023 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/117425 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院碩士在職專班 zh_TW dc.description (描述) 102941023 zh_TW dc.description.abstract (摘要) 臉書（ Facebook ）顛覆了行銷方式與社群傳播行為。本研究探討臉書之粉絲專業貼文與粉絲間的互動關係。以智慧鐵人創意競賽為個案，分析貼文發布時間、發布星期，貼文字數，貼文類型(圖像、連結、純文字、影片、影片連結)及貼文內容分類(評價性、資訊性、 娛樂性、利益性)五項變因與貼文互動關係 。期望了解哪些變因能提升貼文的互動力，使貼文更有成效達成擴散。本研究採集 2014 年10月 1 日至 2017 年 10 月 31 日期間之 1119 篇貼文作為研究樣本。取按讚、留言、分享數各前 10% 之110 篇貼文進行量化與質化分析。最後取前 3 % 的貼文(共三十篇)，耙梳文本全文，找出吸引使用者互動的共通模式。統計分析發現，貼文發布時間、發布星期及貼文類型，沒有差異，但 601 - 800 字貼文互動效果較其他字數組別佳，具有顯著差異。而在內容文本分析方面，當貼文內容中有行動訴求，與使用者使用相同語言，以及藉由共同經歷營造社群感，能提升貼文互動力；而當貼文類型為影片或連結時，貼文內容如過於簡短單調則會降低貼文互動力。 zh_TW dc.description.abstract (摘要) An interactivity analysis of Facebook posts - a case study of the fan page of the Intelligent Ironman Creativity ContestAbstractFacebook is a social networking service launched on February 5, 2004. It also started the new era of media and promotion. However, how to write a post is close related to the effectiveness on interaction with readers. This in term affects the influence of the post. This thesis used data from Intelligent Ironman Creativity Contest, analyzed post time (2 hrs duration in a day), post days (Monday to Sunday), number of words (every 200 words up to 1200), post type (photo, link, Status, video and share video) and post content (evaluative, Informative, entertainment, profitable). The result could be useful guidelines in managing fan page for high school and creativity related activities This research collects 1119 posts from October 1st, 2014 to October 31st, 2018 as samples. We use 110 posts which is the top 10% posts with highest number of like, post, share as the base for quantitative and qualitative analysis. Finally, we examine the content of the top 3% posts and find the common pattern for attract readers.The results show that there is significant effect on post time, post day and post type. But posts with words from 600 to 800 are the most effective than other number of words. When the post types are video and link, short explanation is not enough. If there are action requests, reader costumed phrases or shared memories in the post, the post is very effective in interaction with readers. Key Words：interactivity analysis of Facebook posts, Educational activities, Intelligent Ironman Creativity Contest en_US dc.description.tableofcontents 目 錄第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題 3第二章 文獻回顧 4第一節 社群網站定義與粉絲專頁緣由 4第二節 使用者按讚、留言與分享的動機 5第三節 影響使用者按讚、留言、分享的相關研究 6第三章 研究方法 10第一節 研究變數 10第二節 研究個案與樣本 10第三節 研究步驟與方法 15第四節 研究變數與操作型定義 18第四章 研究分析與結果 19第一節 數據統計—所有貼文 19第二節 數據統計—按讚、留言、分享前10%貼文 30第三節 內容分析—按讚、留言、分享前10%貼文 40第四節 內容分析—按讚、留言、分享後10%貼文 49第五節 前10%貼文與後10%貼文比較 52第五章 結論與討論 54第一節 研究結果與討論 54第二節 研究限制與建議 60參考文獻 62中文文獻 62英文文獻 64網路資料 67附錄 69附錄一 彰化高中「各大型科學教育競賽活動及時間一覽表」 69附錄二 國立臺灣師範大學附屬高級中學106學年度高中部作息表 70附錄三 按讚、留言、分享前10%貼文數據資料 71附錄四 按讚、留言、分享前3%貼文內容 78附錄五 按讚、留言、分享後10%貼文資料 91附錄六 按讚、留言、分享後1%貼文資料 94 zh_TW dc.format.extent 1859126 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102941023 en_US dc.subject (關鍵詞) 貼文互動分析 zh_TW dc.subject (關鍵詞) 智慧鐵人創意競賽 zh_TW dc.subject (關鍵詞) 教育活動 zh_TW dc.subject (關鍵詞) Interactivity analysis of Facebook posts en_US dc.subject (關鍵詞) Educational activities en_US dc.subject (關鍵詞) Intelligent Ironman Creativity Contest en_US dc.title (題名) 臉書貼文之互動表現 : 智慧鐵人創意競賽個案研究 zh_TW dc.title (題名) An interactivity analysis of Facebook posts - a case study of the fan page of the Intelligent Ironman Creativity Contest en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻中文文獻丘宜訢（2014）。創意問題編擬之研究─以智慧鐵人創意競賽為例。國立臺北教育大學教育學系碩士論文。朱乙真（2016年1月）。〈英國創造力教育計畫 突破傳統模式，學習充滿無限可能〉。《未來Family》2016年1月號（第7期）董彥欣（2010）。探討facebook粉絲專頁使用意圖及其對品牌形象、購買意願之影響：以KKBOX為例。國立中正大學電訊傳播研究所碩士論文。林照真（2009）。「電視新聞就是收視率商品─對『每分鐘收視率』的批判性解讀」。新聞學研究，第九十九期，頁 79-11。彭曉瑩（2000）。師範校院教育行銷現況、困境及發展策略之研究。國立台南師範學院國民教育研究所碩士論文。黃義良（2004）。國中小學校行銷指標與行銷運作之研究。國立臺灣師範大學，師大學報：教育類，200510 （50:2期）。李宜儒（2017）。Facebook粉絲專頁訊息偏好之研究-以織雲部落為例。國立雲林科技大學企業管理系碩士論文。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，11，107-131。傅珮雯（2011）。Facebook網站上口碑行為之研究。國立中山大學果理學系碩士論文。胡筱君（2016）。Facebook 粉絲專頁貼文策略分析-以「看YouTube 輕鬆學英文粉絲專頁」為例。國立臺灣大學社會科學院政治學系政府與公共事務碩士在職專班碩士論文。劉慶隆（2015）。Facebook之口碑訊息長度與按讚數量對社會議題參與意願之影響。國立中山大學公共事務管理研究所碩士論文。楊雲竹（2011）企業經營Facebook粉絲專頁成功關鍵因素之探討。中國文化大學資訊管理研究所碩士論文。喬宗凡（2012）Facebook粉絲專業社會互動形式與社會資本對知覺品牌關係品質之影響研究，世新大學公共關係暨廣告研究所碩士學位論文。林玉凡（2015）Facebook粉絲頁發文策略對線上參與度影響之研究。台灣科技大學管理研究所博士論文。張瀛之（2012）。社群大戰-以從國立臺灣歷史博物館facebook粉絲專頁現況看博物館使用者經營。國立臺灣歷史博物館出版。欒斌、邱于平、楊荏傑、林玉凡（2015），『探討關鍵粉絲之訊息內容偏好－以X 百貨之Facebook 粉絲專頁為例』，中華民國資訊管理學報，第二十二卷，第三期，頁225-242。李乾禎（2011）。臉書訊息類型影響人們按讚、留言與分享意願之研究。靜宜大學企業管理學系碩士論文。吳偉峯（2011） 。關係強度、情緒與訊息長度對臉書使用者行為反應意圖之研究。靜宜大學企業管理學系碩士論文。李薏瑩（2016）。臉書貼文擴散力之關鍵因子分析─太陽花運動個案研究。政治大學數位內容碩士學位學程碩士論文。張元力 (2005)，虛擬社群之價值共創活動—以BBS社群為例，國立政治大學科技管理研究所碩士論文 英文文獻Amabile,T.M(1988).A Model of Creativity and Innovation in rgannizations.Research in Organizational Behavior,10,123-167.Amabile,T.M(1998).Motivationg creativity in organizations. 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