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題名 Facebook粉絲專頁貼文性質對互動及商品導購效果之影響 -以「Bread & Boxers Taiwan 粉絲團」為例
The Effects of Facebook Fanpage Post on Interaction and Shopping Mode – A Case Study of “Bread & Boxers Taiwan”
作者 施雨彤
Shih, Yu-Tung
貢獻者 樓永堅
Lou, Yong-Jian
施雨彤
Shih, Yu-Tung
關鍵詞 Facebook粉絲專頁
貼文性質
互動效果
導購效果
Facebook fanpage
Postal features
Interactive effect
Shopping guide effect
日期 2018
上傳時間 13-八月-2018 12:37:14 (UTC+8)
摘要 社群媒體經營是現今各大企業、品牌與消費者溝通的主要管道之一，而其中 Facebook 是目前最廣為使用、活躍用戶最多的平台，因此許多企業皆十分注重 Facebook 粉絲團之經營。為使得貼文效率最佳，不管是在貼文題材選用、文字敘述以及圖片素材都希望能夠吸引用戶與其互動甚至產生導購行為，因此本研究欲探討貼文之性質對於互動以及導購效果之影響。
本研究針對「Bread & Boxers Taiwan」Facebook 粉絲團之貼文特性進行分析，本研究搜集六個月內一共144則貼文，透過內容分析法對貼文設定變數、進行編碼並以迴歸分析探討「Facebook廣告投遞與否」、「文字內容」、「呈現方式」、「素材類型」、「訊息發佈時間」五大構面共34個變數對「按讚」、「留言」、「分享」、「導購連結點擊次數」、「線上通路業績」五個依變數的影響。
研究結果發現：(1)與品牌形象相符之名人對於貼文之互動效果有正面影響。(2)誘因行銷對於貼文之互動有正面影響。(3) 品牌來源國之素材對於互動有幫助。(4)文字互動性高對於互動及導購效果皆有幫助。(5)以導購為主要目的之貼文宜使用理性訴求之文字。
Social media is one of the main channels for communication between companies, brands and consumers. Among them, Facebook is the most widely used platform with most active user. Therefore, many companies pay great attention to the operation of Facebook fanpages. In order to attract users to interact with posts or even generate shopping guide effects. Therefore, this study wants to explore the influence of the postal features toward interactive effect and shopping guide effect.
This study analyzes the posts of the "Bread & Boxers Taiwan" Facebook fanpage, collected 144 posts posted in six months and analyzed through “content analysis method”. There are 5 dimensions, including Facebook Ads, text content, postal features, material type and the posting time and total 34 variables. Variables were set, coded and analyzed by regression analysis to see it’s effects toward likes, comments, share, link clicks and online sales performance.
The study found that: (1) Celebrities who are consistent with brand image have a positive influence on the interactive effect of posters. (2) Incentive marketing has a positive effect on the interaction of posts. (3) The material of the origin of the brand country is helpful for interactive effect. (4) High text interactivity is helpful for both interactive effect and shopping guide effect. (5) The posters with the main purpose of shopping guide should use words of rational appeal.
參考文獻 一、網站資料：
1. The Best Days to Post to Facebook, Based on Industry. (2013, Jan 8), Retrived from: https://www.entrepreneur.com/article/225419
2. Facebook使用說明（民106年4月30日），取自：https://www.facebook.com/help/285625061456389?helpref=related
3. 石子數位時代（民106年2月2日2017）。行銷人看過來！2017年經營Facebook粉絲團，你需要注意這三件事。數位時代。取自：https://www.bnext.com.tw/article/42983/you-should-know-these-three-tips-about-running-a-facebook-fan-page-in-2017
4. 資策會產業情報研究所（民106年3月15日）。「【網購消費者調查】2016年網購消費平均27,715元」，取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464

二、中文部分：
1. 王建穎（民97）。影響網路廣告效果因素之研究-以手機網站為例，銘傳大學管理研究所 碩士學位論文
2. 何育秀（民89（2000）。影響消費者選擇電子商務購買決策因素之研究，中國文化大學國際企業所 碩士學位論文
3. 吳忠勳(民97)。虛擬社群意識與社群線下互動之關聯性研究，中國文化大學新聞研究所 碩士學位論文
4. 吳靜宜（民892000）。購買過程中運用網際網路與實體商店之比較研究，成功大學國際企業所 碩士學位論文
5. 祝鳳岡 (民841996)。廣告感性訴求策略之策略分析。廣告學研究，第五期：85-112。
6. 許瓊文(民88)。網際網路標題廣告設計上的變化對廣告效果之探討。彰化師範大學商業 教育學系碩士論文。
7. 鄭宜庭（民101）。網路廣告價值模式之建構與驗證-類社會臨場感理論之應用，義守大學管理學院 碩士學位論文

三、英文部分
1. Bilkey, W. J. and Nes, E., (1982) Country-of-Origin Effects on Product Evaluations, Journal of International Business studies, 13(1), 89-99.
2. Bohnenberger, T., Jameson, A. (2001) , When policies are better than plans: Decision-theoretic planning of recommendation sequences. New York, ACM, 21–24.
3. Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13, 21.
4. Chaiken, S., (1980) Heuristic Versus Systematic Information Processing and Use of Sources Versus Message Cues in Persuasion, Journal of Personality and Social Psychology, 39, 752-766.

5. Cheung, C. M. K., Chiu, P., & Lee, M. K. O. (2011). Online Social Networks: Why Do Students Use Facebook? Computers in Human Behavior, 27(4), 1337-1343
6. Coyle, James R. and Esther Thorson (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites, Journal of Advertising, 30 (3), 65–77.
7. Cvijikj, I. P.&F. Michahelles, (2013). Online Engagement Factors on Facebook Brand Pages. Social Network Analysis and Mining, Berlin, Springer, 3(4), 43-61.
8. De Vries, L., S. Gensler, S., & Leeflang (2012) . Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
9. Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3):387-396.
10. Golder, S., D. Wilkinson & B. S. Huberman (2007). Rhythms of social interaction: messaging within a massive online network. In: Steinfield C, Pentland BT, Ackerman M, Contractor Communities and Technologies, London, Springer, 41-66.
11. Hagel, J., III., & Armstrong, A. G. (1997). Net gain: Expanding markets through virtual com munities. Harvard, Harvard Business School Press
12. Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An Integration of relational benefits and relationship quality. Journal of Service Research, 4(3):230-247.
13. Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D.(2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-53.
14. Kerlinger, F.N. (1986). Foundations of Behavioral Research. America, Wadsworth Pub Co.
15. Kotler, P. and K. L. Keller (2008). Marketing Management, 13th ed., England, Prentice-Hall Inc.
16. Kotler, P. & G. Armstrong (1991), The Principle of Marketing, 5th. ed, Englewood Cliff, Prentice Hall.

17. Lin, K., & Lu, H. (2011). Why People use Social Networking Sites: An Empirical Study Integrating Network Externalities and Motivation Theory. Computers in Human Behavior, 27(3), 1152-1161
18. Lin, Y.-H., & Su, K.-N. (2014). Consumer engagement on brand Fan Pages: An examination of the effects of social media marketing. Journal of International Business Studies, R.O.C.,8(1):23-56
19. Malhotra, Amita (2012). Defining Purpose and Meaning in Social Media. Vikalpa: The Journal for Decision Makers, 37(4),102-105.
20. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring Motivations for Brand-Related Social Media Use. International Journal of Advertising: The Quarterly Review of Marketing Communications, 30(1), 13-46
21. Nagashima, A. (1970). A Comparison of Japanese and U.S. Attitudes toward Foreign Products, Journal of Marketing, 34(1), 68-74.
22. Nisbett, R. E. and Ross, L. (1980). Human Inference: Strategies and Shortcomings of Social Judgment. Englewood Cliffs, Prentice-Hall.
23. Ohanian, R. (1991), The Impact of Celebrity Spokesperson’s Perceived Image on Consumer’s Intention to Purchase, Journal of Advertising Research, 31(1), 46-54.
24. Raacker, J. & J. B. Bonds-Raacke, (2008) . MySpace and Facebook: applying the use and gratification theory to exploring friend-networking sites. CyberPsychology & Bahavior, 11(2), 169-74.
25. Rafaeli, S., & Sudweeks, F. (1997). Networked interactivity. Journal of Compuer-Mediated Communication, 2(4)
26. Roselius, T. (1971). Consumer Ranking of Risk Reduction Methods. Journal of Marketing, 35(1),56-61.
27. Roth, M. S. and Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects, Journal of International Business Studies, 23(3), 477-497
28. Rutz O. J., Randolph E. Bucklin (2011). From Generic to Branded: A Model of Spillover in Paid Search Advertising. Journal of Marketing Research, 48(1),87-102
29. Schulze, C., Schöler, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(1):1-19
30. Safko, L., & Brake, D. (2009). The social media bible: Tactics, tools, and strategies for business success. New Jersey, John Wiley.
31. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2):102-113
32. Taylor, D. G., Jeffrey E. L. and Strutton, D. (2011). Friends, Fans, and Followers: Do Ads Work on Social Networks? Journal of Advertising Research,51(1), 258–275.
33. Weber, L. (2009). Marketing to the social web: How digital customer communities build your business. London, Wiley.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363088
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363088
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.advisor Lou, Yong-Jianen_US
dc.contributor.author (作者) 施雨彤zh_TW
dc.contributor.author (作者) Shih, Yu-Tungen_US
dc.creator (作者) 施雨彤zh_TW
dc.creator (作者) Shih, Yu-Tungen_US
dc.date (日期) 2018en_US
dc.date.accessioned 13-八月-2018 12:37:14 (UTC+8)-
dc.date.available 13-八月-2018 12:37:14 (UTC+8)-
dc.date.issued (上傳時間) 13-八月-2018 12:37:14 (UTC+8)-
dc.identifier (其他 識別碼) G0105363088en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119348-
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) 105363088zh_TW
dc.description.abstract (摘要) 社群媒體經營是現今各大企業、品牌與消費者溝通的主要管道之一，而其中 Facebook 是目前最廣為使用、活躍用戶最多的平台，因此許多企業皆十分注重 Facebook 粉絲團之經營。為使得貼文效率最佳，不管是在貼文題材選用、文字敘述以及圖片素材都希望能夠吸引用戶與其互動甚至產生導購行為，因此本研究欲探討貼文之性質對於互動以及導購效果之影響。
本研究針對「Bread & Boxers Taiwan」Facebook 粉絲團之貼文特性進行分析，本研究搜集六個月內一共144則貼文，透過內容分析法對貼文設定變數、進行編碼並以迴歸分析探討「Facebook廣告投遞與否」、「文字內容」、「呈現方式」、「素材類型」、「訊息發佈時間」五大構面共34個變數對「按讚」、「留言」、「分享」、「導購連結點擊次數」、「線上通路業績」五個依變數的影響。
研究結果發現：(1)與品牌形象相符之名人對於貼文之互動效果有正面影響。(2)誘因行銷對於貼文之互動有正面影響。(3) 品牌來源國之素材對於互動有幫助。(4)文字互動性高對於互動及導購效果皆有幫助。(5)以導購為主要目的之貼文宜使用理性訴求之文字。		zh_TW
dc.description.abstract (摘要) Social media is one of the main channels for communication between companies, brands and consumers. Among them, Facebook is the most widely used platform with most active user. Therefore, many companies pay great attention to the operation of Facebook fanpages. In order to attract users to interact with posts or even generate shopping guide effects. Therefore, this study wants to explore the influence of the postal features toward interactive effect and shopping guide effect.
This study analyzes the posts of the "Bread & Boxers Taiwan" Facebook fanpage, collected 144 posts posted in six months and analyzed through “content analysis method”. There are 5 dimensions, including Facebook Ads, text content, postal features, material type and the posting time and total 34 variables. Variables were set, coded and analyzed by regression analysis to see it’s effects toward likes, comments, share, link clicks and online sales performance.
The study found that: (1) Celebrities who are consistent with brand image have a positive influence on the interactive effect of posters. (2) Incentive marketing has a positive effect on the interaction of posts. (3) The material of the origin of the brand country is helpful for interactive effect. (4) High text interactivity is helpful for both interactive effect and shopping guide effect. (5) The posters with the main purpose of shopping guide should use words of rational appeal.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機 1
第二節 研究目的與限制 3
一、 研究目的 3
二、 研究範圍與限制 4
第二章 文獻探討 6
第一節 Facebook粉絲專頁 6
一、 社群網站 6
二、 Facebook粉絲專頁互動效果 7
三、Facebook粉絲專頁導購效果 7
四、Facebook廣告 7
第二節 貼文訊息「文字內容」研究現況 9
一、 品牌中心度 9
二、 訊息文字互動性 9
三、 感性訴求 10
四、 名人加持度 11
五、 貼文提及商品特色 11
第三節 貼文訊息「呈現方式」研究現況 13
一、 誘因行銷 13
二、 訊息生動性 14
三、 知識分享性 14
第四節 貼文訊息「素材類型」研究現況 15
第五節 貼文訊息「發佈時間」研究現況 16
第三章 研究方法 17
第一節 研究資料來源以及搜集步驟 17
第二節 研究架構與方法 18
第三節 建構編碼表 20
一、 編碼項目 20
二、 編碼程序 28
第四節 案例說明 29
一、 粉絲專頁洞察報告 29
二、 觸及人數 30
三、 貼文按讚數、留言數、分享數 30
四、 用戶類型 32
五、 用戶活躍時間 33
六、 導購連結點擊數 36
第四章 結果分析 37
第一節 貼文性質與互動效果之關係探討 37
一、 貼文性質與按讚數之關係 37
二、 貼文性質與留言數之關係 39
三、 貼文性質與分享數之關係 40
四、 小結 42
第二節 貼文性質與導購效果之關係探討 43
一、 貼文性質與導購連結點擊次數之關係 43
二、 貼文性質與業績之關係 45
三、 小結 49
第五章 結論與建議 51
第一節 結論 51
一、 與品牌形象相符之名人對於貼文之互動效果有正面影響 51
二、 誘因行銷對於貼文之互動有正面影響 52
三、 品牌來源國之素材對於互動有幫助 52
四、 文字互動性高對於互動及導購效果皆有幫助 52
五、 以導購為主要目的之貼文宜使用理性訴求之文字 53
第二節 研究限制及建議 54
一、 貼文數量不足 54
二、 每個品牌之粉絲喜好不同 54
三、 未來研究可加入粉絲之主觀意見 54
參考文獻 56
附錄一、研究樣本訊息總表 61
附錄二、編碼手冊 85		zh_TW
dc.format.extent 6635484 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363088en_US
dc.subject (關鍵詞) Facebook粉絲專頁zh_TW
dc.subject (關鍵詞) 貼文性質zh_TW
dc.subject (關鍵詞) 互動效果zh_TW
dc.subject (關鍵詞) 導購效果zh_TW
dc.subject (關鍵詞) Facebook fanpageen_US
dc.subject (關鍵詞) Postal featuresen_US
dc.subject (關鍵詞) Interactive effecten_US
dc.subject (關鍵詞) Shopping guide effecten_US
dc.title (題名) Facebook粉絲專頁貼文性質對互動及商品導購效果之影響 -以「Bread & Boxers Taiwan 粉絲團」為例zh_TW
dc.title (題名) The Effects of Facebook Fanpage Post on Interaction and Shopping Mode – A Case Study of “Bread & Boxers Taiwan”en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、網站資料：
1. The Best Days to Post to Facebook, Based on Industry. (2013, Jan 8), Retrived from: https://www.entrepreneur.com/article/225419
2. Facebook使用說明（民106年4月30日），取自：https://www.facebook.com/help/285625061456389?helpref=related
3. 石子數位時代（民106年2月2日2017）。行銷人看過來！2017年經營Facebook粉絲團，你需要注意這三件事。數位時代。取自：https://www.bnext.com.tw/article/42983/you-should-know-these-three-tips-about-running-a-facebook-fan-page-in-2017
4. 資策會產業情報研究所（民106年3月15日）。「【網購消費者調查】2016年網購消費平均27,715元」，取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464

二、中文部分：
1. 王建穎（民97）。影響網路廣告效果因素之研究-以手機網站為例，銘傳大學管理研究所 碩士學位論文
2. 何育秀（民89（2000）。影響消費者選擇電子商務購買決策因素之研究，中國文化大學國際企業所 碩士學位論文
3. 吳忠勳(民97)。虛擬社群意識與社群線下互動之關聯性研究，中國文化大學新聞研究所 碩士學位論文
4. 吳靜宜（民892000）。購買過程中運用網際網路與實體商店之比較研究，成功大學國際企業所 碩士學位論文
5. 祝鳳岡 (民841996)。廣告感性訴求策略之策略分析。廣告學研究，第五期：85-112。
6. 許瓊文(民88)。網際網路標題廣告設計上的變化對廣告效果之探討。彰化師範大學商業 教育學系碩士論文。
7. 鄭宜庭（民101）。網路廣告價值模式之建構與驗證-類社會臨場感理論之應用，義守大學管理學院 碩士學位論文

三、英文部分
1. Bilkey, W. J. and Nes, E., (1982) Country-of-Origin Effects on Product Evaluations, Journal of International Business studies, 13(1), 89-99.
2. Bohnenberger, T., Jameson, A. (2001) , When policies are better than plans: Decision-theoretic planning of recommendation sequences. New York, ACM, 21–24.
3. Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13, 21.
4. Chaiken, S., (1980) Heuristic Versus Systematic Information Processing and Use of Sources Versus Message Cues in Persuasion, Journal of Personality and Social Psychology, 39, 752-766.

5. Cheung, C. M. K., Chiu, P., & Lee, M. K. O. (2011). Online Social Networks: Why Do Students Use Facebook? Computers in Human Behavior, 27(4), 1337-1343
6. Coyle, James R. and Esther Thorson (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites, Journal of Advertising, 30 (3), 65–77.
7. Cvijikj, I. P.&F. Michahelles, (2013). Online Engagement Factors on Facebook Brand Pages. Social Network Analysis and Mining, Berlin, Springer, 3(4), 43-61.
8. De Vries, L., S. Gensler, S., & Leeflang (2012) . Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
9. Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3):387-396.
10. Golder, S., D. Wilkinson & B. S. Huberman (2007). Rhythms of social interaction: messaging within a massive online network. In: Steinfield C, Pentland BT, Ackerman M, Contractor Communities and Technologies, London, Springer, 41-66.
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.066.2018.F08-