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題名 Facebook粉絲專頁效果研究 - 探討影片對社群參與行為之影響
Research of the Effectiveness of Facebook Fanpage - Exploring the Impact of Videos on Social Engagement作者 詹智鈞
Chan, Chih-Chun貢獻者 樓永堅
Lou, Yung-Chien
詹智鈞
Chan, Chih-Chun關鍵詞 網路影片
社群媒體
Facebook 粉絲專頁
社群參與行為
內容知覺
行銷訴求
Online video
Social media
Facebook fanpage
Social engagement
Content perception
Marketing appeal日期 2018 上傳時間 30-Jul-2018 15:02:59 (UTC+8) 摘要 由於網路科技的快速發展，全球社群使用者逐年增加，社群媒體與影片已成為當代內容主流，不論是個人用戶、品牌企業或各類組織，都能利用社群影片作為行銷工具。在眾多的影片內容之中，哪些相關特性最能吸引社群使用者的互動，便成為一個相當重要的議題。因此，本研究旨在探討影片對社群參與行為之影響，針對品牌商的社群影片，分析影片的內容知覺、行銷訴求及客觀條件，對於社群參與行為的影響程度；以及探討不同的品牌知名度與涉入程度是否會造成干擾效果。 本研究以內容分析法，分析四家品牌商在Facebook 粉絲專頁的影片貼文，總共57 支影片，利用SPSS 軟體將蒐集到的資料進行統計分析，並以迴歸模型為主要依據，驗證研究假設與提出結論。本研究結果歸納如下： 1. 娛樂性內容與影片長度不影響社群參與行為 2. 感性訴求與資訊性內容對社群參與行為有部分影響 3. 理性訴求與互動性內容大幅影響社群參與行為 4. 無聲音與人物主題之影片會增加按讚數 5. 品牌知名度與涉入程度沒有干擾效果 6. 不同粉絲專頁適用不同的社群參與行為指標
Due to the rapid development of Internet technology, the number of social media users has increased yaer by year. Social media and videos have become the main format of content nowadays. People can use social videos as marketing tools, no matter individual users, brand companies or any organizations. Among many features of video, which are most appealing to social users have become an important issue. The purpose of this research is exploring the impact of videos on social engagement. Based on social videos of brand companies, to analyze the influence on social engagement of content perception, marketing appeals and objective factors; and whether different levels of brand awareness and involvement will cause interference effect. This research uses content analysis method to analyze 57 videos which four brand companies have posted on Facebook fanpages, then conducting statistical analysis with SPSS software. According to the regression model, this research verifies the hypothesis and leads to conclusions. The research results are summarized as below: 1. Entertainment and video length have no impact on social engagement 2. Emotional appeal and information have partially impact on social engagement 3. Rational appeal and interactivity have significantly impact on social engagement 4. Muted and character-theme videos can increase the number of likes 5. There are no interference effect of brand awareness and involvement 6. 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國立政治大學
企業管理研究所(MBA學位學程)
105363036資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363036 資料類型 thesis dc.contributor.advisor 樓永堅 zh_TW dc.contributor.advisor Lou, Yung-Chien en_US dc.contributor.author (Authors) 詹智鈞 zh_TW dc.contributor.author (Authors) Chan, Chih-Chun en_US dc.creator (作者) 詹智鈞 zh_TW dc.creator (作者) Chan, Chih-Chun en_US dc.date (日期) 2018 en_US dc.date.accessioned 30-Jul-2018 15:02:59 (UTC+8) - dc.date.available 30-Jul-2018 15:02:59 (UTC+8) - dc.date.issued (上傳時間) 30-Jul-2018 15:02:59 (UTC+8) - dc.identifier (Other Identifiers) G0105363036 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119060 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363036 zh_TW dc.description.abstract (摘要) 由於網路科技的快速發展，全球社群使用者逐年增加，社群媒體與影片已成為當代內容主流，不論是個人用戶、品牌企業或各類組織，都能利用社群影片作為行銷工具。在眾多的影片內容之中，哪些相關特性最能吸引社群使用者的互動，便成為一個相當重要的議題。因此，本研究旨在探討影片對社群參與行為之影響，針對品牌商的社群影片，分析影片的內容知覺、行銷訴求及客觀條件，對於社群參與行為的影響程度；以及探討不同的品牌知名度與涉入程度是否會造成干擾效果。 本研究以內容分析法，分析四家品牌商在Facebook 粉絲專頁的影片貼文，總共57 支影片，利用SPSS 軟體將蒐集到的資料進行統計分析，並以迴歸模型為主要依據，驗證研究假設與提出結論。本研究結果歸納如下： 1. 娛樂性內容與影片長度不影響社群參與行為 2. 感性訴求與資訊性內容對社群參與行為有部分影響 3. 理性訴求與互動性內容大幅影響社群參與行為 4. 無聲音與人物主題之影片會增加按讚數 5. 品牌知名度與涉入程度沒有干擾效果 6. 不同粉絲專頁適用不同的社群參與行為指標 zh_TW dc.description.abstract (摘要) Due to the rapid development of Internet technology, the number of social media users has increased yaer by year. Social media and videos have become the main format of content nowadays. People can use social videos as marketing tools, no matter individual users, brand companies or any organizations. Among many features of video, which are most appealing to social users have become an important issue. The purpose of this research is exploring the impact of videos on social engagement. Based on social videos of brand companies, to analyze the influence on social engagement of content perception, marketing appeals and objective factors; and whether different levels of brand awareness and involvement will cause interference effect. This research uses content analysis method to analyze 57 videos which four brand companies have posted on Facebook fanpages, then conducting statistical analysis with SPSS software. According to the regression model, this research verifies the hypothesis and leads to conclusions. The research results are summarized as below: 1. Entertainment and video length have no impact on social engagement 2. Emotional appeal and information have partially impact on social engagement 3. Rational appeal and interactivity have significantly impact on social engagement 4. Muted and character-theme videos can increase the number of likes 5. There are no interference effect of brand awareness and involvement 6. Different sized fanpages apply to different indexes of social engagement en_US dc.description.tableofcontents 第一章 緒論................................. 1 第一節 研究背景......................... 1 第二節 研究動機與目的................... 4 第三節 研究流程......................... 7 第二章 文獻探討............................. 8 第一節 網路影片......................... 8 第二節 社群媒體......................... 13 第三節 社群參與行為..................... 20 第四節 內容知覺......................... 24 第五節 行銷訴求......................... 31 第六節 品牌知名度....................... 37 第七節 涉入程度......................... 39 第三章 研究方法............................ 41 第一節 研究架構......................... 41 第二節 研究假設......................... 42 第三節 研究變數與操作型定義.............. 48 第四節 資料編碼與蒐集................... 52 第五節 資料分析方法..................... 58 第四章 研究結果............................ 60 第一節 編碼者信度分析................... 60 第二節 敘述性統計分析................... 61 第三節 相關性分析....................... 65 第四節 迴歸模型分析..................... 67 第五節 研究假設驗證..................... 75 第五章 結論與建議.......................... 79 第一節 研究結論......................... 83 第二節 行銷與管理意涵................... 86 第三節 研究限制與後續建議................ 87 參考文獻.................................. 87 附錄..................................... 102 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363036 en_US dc.subject (關鍵詞) 網路影片 zh_TW dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) Facebook 粉絲專頁 zh_TW dc.subject (關鍵詞) 社群參與行為 zh_TW dc.subject (關鍵詞) 內容知覺 zh_TW dc.subject (關鍵詞) 行銷訴求 zh_TW dc.subject (關鍵詞) Online video en_US dc.subject (關鍵詞) Social media en_US dc.subject (關鍵詞) Facebook fanpage en_US dc.subject (關鍵詞) Social engagement en_US dc.subject (關鍵詞) Content perception en_US dc.subject (關鍵詞) Marketing appeal en_US dc.title (題名) Facebook粉絲專頁效果研究 - 探討影片對社群參與行為之影響 zh_TW dc.title (題名) Research of the Effectiveness of Facebook Fanpage - Exploring the Impact of Videos on Social Engagement en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 方鏘傑 (1993)。台北市女性消費者生活型態對不同廣告訴求方式, 產品特性, 廣 告態度之研究 - 以保養化妝品為例。未出版之碩士論文，國立交通大學管 理科學系，新竹市。 吳宗祐、吳華萍、連健翔、李宜旻 (2013)。價格, 服務人員正向情緒表達, 品牌 知名度, 及顧客忠誠度之關係：期望失驗理論的運用。顧客滿意學刊， 9(2)，215-245。 吳建宗 (2001)。廣告訴求, 代言人類型對推廣核能發電之溝通效果。未出版之 碩士論文，國立交通大學經營管理研究所，台北市。 吳梓毓 (2015)。網路影音廣告之廣告內容, 網頁相關性與廣告涉入對廣告效果 之影響。未出版之碩士論文，國立成功大學國際企業研究所，台南市。 吳富傑 (2009)。企業利用 Facebook 平台經營粉絲專頁社群之研究。未出版之 碩士論文，國立政治大學科技管理研究所，台北市。 呂宛諭 (2002)。產品類別與廣告訴求於廣告層級效果之影響: 以橫幅廣告為 例。未出版之碩士論文，國立成功大學企業管理系，台南市。 呂寶麟 (2005)。寬頻影音串流媒體之應用與服務：龍馬寬媒體之個案研究。未 出版之碩士論文，國立臺灣大學國際企業學系，台北市。 李坤遠 (1996)。訊息涉入, 廣告主可信度, 廣告訴求方式與廣告溝通效果關係之 研究。未出版之碩士論文，國立交通大學管理科學系，新竹市。 李韋達、方文昌 (2004)。從品牌知名度探討知覺品質和購買意願-以價格與來源 國形象為調節變數。管理評論，23(4)，89-112。 林憶萍、陳文哲 (1996)。女性消費者生活型態之區隔對汽車屬性。未出版之碩 士論文，國立交通大學管理科學系，新竹市。 洪賢智 (2001)。廣告原理與實務。台北市：五南圖書出版。 祝鳳岡 (1996)。整合行銷傳播之應用: 觀念與問題。傳播研究簡訊，6，6-8。 90 張元馨 (2005)。影響消費者網路購物購買意圖關係之探討。未出版之碩士論 文，國立東華大學企業管理學系，花蓮縣。 張志桂 (1990)。廣告訴求方式對消費者態度影響之研究。未出版之碩士論文， 中原大學企業管理學系，桃園市。 陶蓓麗、程瑞南 (2006)。網路購物顧客價值對顧客關係品質的影響之實証研 究。中山管理評論，14(2)，517-549。 彭兆琦 (2012)。以心流理論探討網路影音廣告效果之研究。未出版之碩士論 文，世新大學廣播電視電影學系，台北市。 馮寶坤、陳子鴻 (2002)。數位影音串流寶典。台北市：金禾資訊。 黃彥超 (2013)。社群媒體行銷與消費者信任關係之研究-以 FACEBOOK 為例。 未出版之碩士論文，中國文化大學國際企業管理學系，台北市。 黃麒紋 (2008)。線上影音廣告對產品評價的影響。未出版之碩士論文，淡江大 學管理科學研究所，台北市。 楊佩樺 (2007)。網路影音分享平台之使用行為調查研究。未出版之碩士論文， 國立臺灣師範大學圖書資訊學研究所，台北市。 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。未出版之碩士論文，國立中正大學電訊傳播研 究所，嘉義縣 廖國鋒、蔡玄龍、蔡宛庭、王筱涵、林旻萱、林堉珉 (2013)。YouTube 前置服 裝影音廣告與影片類型搭配之廣告效果分析。華岡紡織期刊，20(4)，169- 177。 廖榮文 (1999)。品牌概念形象與廣告訴求對廣告效果之影響。未出版之碩士論 文，東吳大學企業管理學系，台北市。 劉文良 (2010)。網際網路行銷：策略與經營。台北市：碁峰資訊。 劉秀雯、林育理、王景萱 (2017)。連鎖便利商店之社群媒體分析：探討媒介特 質與行銷訴求對於顧客參與行為之影響。管理學報，34(4)，633-657。 91 劉倉賓 (1998)。產品廣告訴求, 涉入程度及高, 低自我監控對廣告效果的影響。 未出版之碩士論文，國立交通大學管理科學系，新竹市。 蔡念中、劉立行、陳清河 (2001)。電視節目製作。台北市：台灣五南圖書。 蔡清山 (1978)。認知型式與廣告訴求二者與閱聽者理解廣告的關係。未出版之 碩士論文，國立政治大學新聞學系，台北市。 蔡燕婷 (2001)。廣告代言人, 廣告訴求對廣告效果的影響。未出版之碩士論 文，淡江大學管理科學研究所，台北市。 蔣受傑 (2011)。網路影音廣告閱聽者的動機, 態度, 行為與廣告效果之研究。未 出版之碩士論文，國立中山大學企業管理學系，高雄市。 鄭宇庭、易丹輝、謝邦昌 (2006)。統計資料分析。台北市：曉園出版社。 蘇良育 (1997)。廣告內容, 情感激起度及廣告說服力之關係 : 以平面廣告為 例。管理學報，14(2)，197-225。 英文部分 Aaker, D. 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