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題名 選對媒體才是王道：從區位理論分析Facebook、Instagram和YouTube作為不同購買決策階段之競爭優勢
Choosing the right social media platform at different decision stages: Comparing the competitive advantage of Facebook, Instagram, and YouTube through the Niche Theory
作者 程于晏
Cheng, Yu-Yen
貢獻者 張郁敏
Chang, Yuh-Miin
程于晏
Cheng, Yu-Yen
關鍵詞 顧客決策旅程
預期需求滿足
區位理論
社群媒體
競爭關係
Customer decision journey
Needs
Niche Theory
Social media
Competitive relationships
日期 2020
上傳時間 1-Jul-2020 14:06:53 (UTC+8)
摘要 　　　過去已知消費者使用不同社群媒體的動機，但不了解消費者在每個購買決策過程使用不同社群媒體的需求與動機，也不清楚在不同決策階段何種社群媒體最適用。因此本研究針對18 – 34歲的消費者在評估階段與分享階段使用Facebook、Instagram和YouTube的預期需求滿足進行研究，並透過區位理論比較兩購買決策階段中，三種社群媒體在不同預期需求滿足的滿足程度（區位寬度）、媒體間的競爭狀況（區位重疊度）、媒體優勢性（區位優勢）以及整體競爭狀態。
　　　本研究利用調查法蒐集了430份有效樣本，研究結果發現消費者在評估階段有「獲得評論需求」、「休閒娛樂需求」和「資訊分享需求」，在分享階段有「評論娛樂需求」和「習慣分享需求」。比較評估階段媒體競爭狀況，YouTube在「獲得評論需求」和「休閒娛樂需求」皆有可能取代Facebook和Instagram，而Instagram則有可能取代Facebook，但三者在「資訊分享需求」為互相競爭關係；比較分享階段，YouTube在「評論娛樂需求」中有可能取代Facebook和Instagram，但Facebook與Instagram則互相競爭狀態，但在「習慣分享需求」中，Facebook有可能取代Instagram，Instagram則有可能取代YouTube，但Facebook與YouTube呈現互相競爭的狀態。
　　　The motivations of consumers to use different social media has been researched in the past, but the needs and motivations of consumers to use different social media in each stage of customer decision journey are not been found, and it is not clear which social media is the most appropriate at different stages. This study focuses on considering the needs of consumers aged 18 to 34 who use Facebook, Instagram and YouTube in the evaluation stage and sharing stage, and compares the consumer`s satisfaction (Niche Breadth), the competition between media (Niche Overlap), the media superiority (Niche Superiority) and the overall competition through the Niche Theory.
　　　Collected 430 web questionnaires, the finding of this study shows that consumers have the needs for "obtaining comments", "leisure entertainment" and "information sharing" in the evaluation stage, while in the sharing stage, they have the needs for "comment entertainment" and "habitual sharing". Comparing the competitive states of evaluation stage, YouTube may replace Facebook and Instagram in "obtaining comments needs" and "obtaining comments needs", while Instagram is likely to replace Facebook, but the three are competing in "information sharing needs" comparing the sharing stage, YouTube may also replace Facebook and Instagram in "comment entertainment needs", but Facebook and Instagram compete with each other. However, in "habitual sharing needs", Facebook may replace Instagram and Instagram may replace YouTube, but Facebook and YouTube may compete with each other.
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
107464020
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107464020
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yuh-Miinen_US
dc.contributor.author (Authors) 程于晏zh_TW
dc.contributor.author (Authors) Cheng, Yu-Yenen_US
dc.creator (作者) 程于晏zh_TW
dc.creator (作者) Cheng, Yu-Yenen_US
dc.date (日期) 2020en_US
dc.date.accessioned 1-Jul-2020 14:06:53 (UTC+8)-
dc.date.available 1-Jul-2020 14:06:53 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2020 14:06:53 (UTC+8)-
dc.identifier (Other Identifiers) G0107464020en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130671-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 107464020zh_TW
dc.description.abstract (摘要) 　　　過去已知消費者使用不同社群媒體的動機，但不了解消費者在每個購買決策過程使用不同社群媒體的需求與動機，也不清楚在不同決策階段何種社群媒體最適用。因此本研究針對18 – 34歲的消費者在評估階段與分享階段使用Facebook、Instagram和YouTube的預期需求滿足進行研究，並透過區位理論比較兩購買決策階段中，三種社群媒體在不同預期需求滿足的滿足程度（區位寬度）、媒體間的競爭狀況（區位重疊度）、媒體優勢性（區位優勢）以及整體競爭狀態。
　　　本研究利用調查法蒐集了430份有效樣本，研究結果發現消費者在評估階段有「獲得評論需求」、「休閒娛樂需求」和「資訊分享需求」，在分享階段有「評論娛樂需求」和「習慣分享需求」。比較評估階段媒體競爭狀況，YouTube在「獲得評論需求」和「休閒娛樂需求」皆有可能取代Facebook和Instagram，而Instagram則有可能取代Facebook，但三者在「資訊分享需求」為互相競爭關係；比較分享階段，YouTube在「評論娛樂需求」中有可能取代Facebook和Instagram，但Facebook與Instagram則互相競爭狀態，但在「習慣分享需求」中，Facebook有可能取代Instagram，Instagram則有可能取代YouTube，但Facebook與YouTube呈現互相競爭的狀態。		zh_TW
dc.description.abstract (摘要) 　　　The motivations of consumers to use different social media has been researched in the past, but the needs and motivations of consumers to use different social media in each stage of customer decision journey are not been found, and it is not clear which social media is the most appropriate at different stages. This study focuses on considering the needs of consumers aged 18 to 34 who use Facebook, Instagram and YouTube in the evaluation stage and sharing stage, and compares the consumer`s satisfaction (Niche Breadth), the competition between media (Niche Overlap), the media superiority (Niche Superiority) and the overall competition through the Niche Theory.
　　　Collected 430 web questionnaires, the finding of this study shows that consumers have the needs for "obtaining comments", "leisure entertainment" and "information sharing" in the evaluation stage, while in the sharing stage, they have the needs for "comment entertainment" and "habitual sharing". Comparing the competitive states of evaluation stage, YouTube may replace Facebook and Instagram in "obtaining comments needs" and "obtaining comments needs", while Instagram is likely to replace Facebook, but the three are competing in "information sharing needs" comparing the sharing stage, YouTube may also replace Facebook and Instagram in "comment entertainment needs", but Facebook and Instagram compete with each other. However, in "habitual sharing needs", Facebook may replace Instagram and Instagram may replace YouTube, but Facebook and YouTube may compete with each other.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與價值 3
第二章 文獻探討 6
第一節 顧客決策旅程（Customer decision journey; CDJ） 6
第二節 區位理論（Niche Theory） 9
一、 區位寬度（Niche Breadth） 10
二、 區位重疊度（Niche Overlap） 12
三、 區位優勢（Niche Superiority） 13
第三節 社群媒體的使用需求 17
一、 需求類別 17
二、 社群媒體使用需求 18
三、 Facebook使用需求 22
四、 Instagram使用需求 26
五、 YouTube使用需求 29
六、 社交媒體整合使用需求 32
七、 社群媒體能供性（Affordance）與研究假設 45
第三章 研究方法 50
第一節 研究架構 50
第二節 調查法 52
一、 母體、抽樣方法與流程 52
二、 問卷前測 53
三、 問卷設計與變項測量 60
第四章 資料分析 71
第一節 問卷樣本 71
一、 調查法樣本輪廓 71
第二節 假設與研究問題檢驗 72
一、 假設一檢驗 72
二、 假設二檢驗 78
三、 研究問題一檢驗 82
四、 研究問題二檢驗 83
五、 研究問題三檢驗 85
六、 假設三檢驗 88
七、 假設四檢驗 90
八、 研究假設與研究問題檢驗結果 92
第五章 研究結果與討論 96
第一節 評估階段 96
一、 預期需求滿足 96
二、 社群媒體整體競爭關係 97
第二節 分享階段 98
一、 預期需求滿足 98
二、 社群媒體整體競爭關係 98
第三節 研究限制與未來研究建議 100
第四節 貢獻與建議 101
參考文獻 106
附錄一、深訪內容 116
附錄二、問卷 124		zh_TW
dc.format.extent 4790841 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107464020en_US
dc.subject (關鍵詞) 顧客決策旅程zh_TW
dc.subject (關鍵詞) 預期需求滿足zh_TW
dc.subject (關鍵詞) 區位理論zh_TW
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) 競爭關係zh_TW
dc.subject (關鍵詞) Customer decision journeyen_US
dc.subject (關鍵詞) Needsen_US
dc.subject (關鍵詞) Niche Theoryen_US
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) Competitive relationshipsen_US
dc.title (題名) 選對媒體才是王道：從區位理論分析Facebook、Instagram和YouTube作為不同購買決策階段之競爭優勢zh_TW
dc.title (題名) Choosing the right social media platform at different decision stages: Comparing the competitive advantage of Facebook, Instagram, and YouTube through the Niche Theoryen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202000490en_US