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題名 電商產業社群專頁貼文使用行為研究
The Research of Social Media Post on User Behavior in E-commerce Industry作者 林雨蒔
Lin, Yu-Shih貢獻者 鄭宇庭
Cheng, Yu-Ting
林雨蒔
Lin, Yu-Shih關鍵詞 粉絲專頁
社群媒體
參與行為
涉入程度
廣告行為
Fan-Page
Social media
Participation
Involvement
Advertisement日期 2020 上傳時間 1-七月-2020 14:04:47 (UTC+8) 摘要 資訊的交換不再只是雙向的溝通，而是多對多的交流過程，已經有超過1/4全球人口成為社群網絡使用者，企業也因此開始更加關注社群網絡可能帶來的機會與優勢，2018年臉書創辦人Mark Zuckerberg宣告臉書將更動演算法，因此在新的演算法下，聚焦於如何提高用戶黏著度與互動次數將更為重要。本研究將社群貼文訊息進行分類及歸納，以「發佈時間」、「文字內容」、「圖片區域」、「整體訴求」四大類為主要探討依據，研究電商產業中社群貼文性質對使用者互動程度之影響，針對Facebook與Instagram貼文進行研究分析及兩相比較，分析電商產業在不同社群上經營策略之異同。研究發現貼文發佈時間非影響互動程度之主要因素，而針對文字內容、圖片區域、整體訴求，對於消費者的涉入程度有不同的影響，另外針對不同社群媒體也應採取相異社群經營策略。
The exchange of information is not just a bilateral communication, but a many-to-many process. In the world, more than 1/4 of the global population are users of social media. Therefore, enterprises have begun to pay more attention to the opportunities and advantages that social networks may bring. In 2018, Mark Zuckerberg, Facebook founder, announced that Facebook will change the algorithm, so it is more important to focus on how to improve user stickiness and interaction times under the new algorithm.In this study, I categorized and summarized community post messages. Based on the four major categories of "release time", "text content", "picture area" and "overall appeal" as the main basis for discussion, in order to find the impact of the nature of community posts on user interaction in the e-commerce industry. Carry out research analysis and comparison between Facebook and Instagram posts, and analyze the similarities and differences of the business strategies of different communities in e-commerce industry.I found that the posting time is not the main factor affecting the degree of interaction. The content of the text, the picture area, and the overall appeal have different effects on the degree of consumer involvement. In addition, enterprises should also adopt different community management strategies with different community media.參考文獻 一、 中文文獻1. 卓峯志(2009)，台灣的平面廣告應當如何進行圖文配置？－從本質論與建構論觀點進行探討，輔仁大學。2. 林雅芬(2012)，綠色廣告訴求與善因行銷對廣告效果的影響－以包裝水為例，國立中山大學。3. 柳婷(1999)。廣告與行銷，。臺北市：五南圖書。4. 唐日新、葉耀仁(2011)，應用推敲可能性模型探討部落格行銷效果：以旅遊部落格為例，中山管理評論，19(3)，517-555。5. 陳蘊芳、郭憲誌、林孟彥(2017)，社群參與之活化，管理學報，34(4)，529-555。國立臺灣科技大學。6. 黃俊堯、柳秉佑(2016)，消費者線上口碑與評論研究：國內外相關文獻回顧與討論，臺大管理論叢，26(3)，215-256，國立台灣大學。二、 英文文獻1. Aaker, D. A. & Norris, D., (1982). Characteristics of TV commercials perceived as informative. 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Digital People | 小編必讀 ! 7個粉專經營常見問題 – 數據篇。4. Hubspot, (2011). The 2011 state of inbound marketing. http://www.hubspot.com/state-of-inbound-marketing/.5. Park, M., (2020). Facebook Reports Fourth Quarter and Full Year 2019 Results. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363085資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363085 資料類型 thesis dc.contributor.advisor 鄭宇庭 zh_TW dc.contributor.advisor Cheng, Yu-Ting en_US dc.contributor.author (作者) 林雨蒔 zh_TW dc.contributor.author (作者) Lin, Yu-Shih en_US dc.creator (作者) 林雨蒔 zh_TW dc.creator (作者) Lin, Yu-Shih en_US dc.date (日期) 2020 en_US dc.date.accessioned 1-七月-2020 14:04:47 (UTC+8) - dc.date.available 1-七月-2020 14:04:47 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2020 14:04:47 (UTC+8) - dc.identifier (其他 識別碼) G0107363085 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130661 - 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) 107363085 zh_TW dc.description.abstract (摘要) 資訊的交換不再只是雙向的溝通，而是多對多的交流過程，已經有超過1/4全球人口成為社群網絡使用者，企業也因此開始更加關注社群網絡可能帶來的機會與優勢，2018年臉書創辦人Mark Zuckerberg宣告臉書將更動演算法，因此在新的演算法下，聚焦於如何提高用戶黏著度與互動次數將更為重要。本研究將社群貼文訊息進行分類及歸納，以「發佈時間」、「文字內容」、「圖片區域」、「整體訴求」四大類為主要探討依據，研究電商產業中社群貼文性質對使用者互動程度之影響，針對Facebook與Instagram貼文進行研究分析及兩相比較，分析電商產業在不同社群上經營策略之異同。研究發現貼文發佈時間非影響互動程度之主要因素，而針對文字內容、圖片區域、整體訴求，對於消費者的涉入程度有不同的影響，另外針對不同社群媒體也應採取相異社群經營策略。 zh_TW dc.description.abstract (摘要) The exchange of information is not just a bilateral communication, but a many-to-many process. In the world, more than 1/4 of the global population are users of social media. Therefore, enterprises have begun to pay more attention to the opportunities and advantages that social networks may bring. In 2018, Mark Zuckerberg, Facebook founder, announced that Facebook will change the algorithm, so it is more important to focus on how to improve user stickiness and interaction times under the new algorithm.In this study, I categorized and summarized community post messages. Based on the four major categories of "release time", "text content", "picture area" and "overall appeal" as the main basis for discussion, in order to find the impact of the nature of community posts on user interaction in the e-commerce industry. Carry out research analysis and comparison between Facebook and Instagram posts, and analyze the similarities and differences of the business strategies of different communities in e-commerce industry.I found that the posting time is not the main factor affecting the degree of interaction. The content of the text, the picture area, and the overall appeal have different effects on the degree of consumer involvement. In addition, enterprises should also adopt different community management strategies with different community media. en_US dc.description.tableofcontents 目錄 I表目錄 II圖目錄 III第壹章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第三節 研究流程 5第貳章 文獻探討 7第一節 社群相關研究 7第二節 社群貼文發佈時間與時段 13第三節 社群貼文文字內容 15第四節 廣告圖片類型 17第五節 社群貼文類型 19第六節 涉入程度與參與行為研究 22第參章 研究方法 24第一節 研究架構 24第二節 操作性變數定義 26第三節 研究編碼與蒐集 31第四節 分析方法 35第肆章 實證分析 37第一節 敘述性統計 37第二節 單因子分析 42第三節 社群粉專貼文與互動程度之關係探討 47第伍章 結論與建議 56第一節 結論 56第二節 建議 58第三節 研究限制 59參考文獻 61 zh_TW dc.format.extent 2299187 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363085 en_US dc.subject (關鍵詞) 粉絲專頁 zh_TW dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) 參與行為 zh_TW dc.subject (關鍵詞) 涉入程度 zh_TW dc.subject (關鍵詞) 廣告行為 zh_TW dc.subject (關鍵詞) Fan-Page en_US dc.subject (關鍵詞) Social media en_US dc.subject (關鍵詞) Participation en_US dc.subject (關鍵詞) Involvement en_US dc.subject (關鍵詞) Advertisement en_US dc.title (題名) 電商產業社群專頁貼文使用行為研究 zh_TW dc.title (題名) The Research of Social Media Post on User Behavior in E-commerce Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻1. 卓峯志(2009)，台灣的平面廣告應當如何進行圖文配置？－從本質論與建構論觀點進行探討，輔仁大學。2. 林雅芬(2012)，綠色廣告訴求與善因行銷對廣告效果的影響－以包裝水為例，國立中山大學。3. 柳婷(1999)。廣告與行銷，。臺北市：五南圖書。4. 唐日新、葉耀仁(2011)，應用推敲可能性模型探討部落格行銷效果：以旅遊部落格為例，中山管理評論，19(3)，517-555。5. 陳蘊芳、郭憲誌、林孟彥(2017)，社群參與之活化，管理學報，34(4)，529-555。國立臺灣科技大學。6. 黃俊堯、柳秉佑(2016)，消費者線上口碑與評論研究：國內外相關文獻回顧與討論，臺大管理論叢，26(3)，215-256，國立台灣大學。二、 英文文獻1. 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