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題名 新冠疫情下企業使用社群媒體之應對策略
A Study on the COVID-19 Coping Strategies Through Social Media
作者 范瑜庭
Fan, Yu-Ting
貢獻者 陳建維
Chen, Chien-Wei
范瑜庭
Fan, Yu-Ting
關鍵詞 新冠疫情
企業應對策略
社群媒體
臉書
內容分析
COVID-19
Coping strategies
Social media
Facebook
Content analysis
日期 2022
上傳時間 2-Sep-2022 14:42:02 (UTC+8)
摘要 近年來，新冠疫情的肆虐對各行各業及民眾造成了嚴重的衝擊，隨著新冠疫情的持續影響，企業在社群媒體上逐漸形成不同的應對策略，因此本研究以企業在臉書選擇的應對策略之角度出發，研究企業面對新冠疫情的影響之下，該如何調整在社群媒體上的應對策略，使得其與消費者能進行更多的交流、互動，並反應在貼文表現的成效提升。
本研究以2021年5月11日台灣發布全國二級警戒之日至2021年10月31日為期半年的時間作為樣本收集時段，並使用內容分析及SPSS統計軟體分析，以了解新冠疫情下企業使用社群媒體之貼文形式及訊息傳遞方式之應對策略。
研究結果顯示，貼文媒材採取圖片的臉書專頁，在疫情期間相對於採取影片在貼文按讚及留言表現有正向的影響;貼文採取感性訴求，在疫情期間相對於理性訴求在貼文留言及分享表現有正向的影響;貼文內容具請求互動的臉書專頁，在疫情期間其貼文按讚及分享表現有正向的影響;貼文內容展現同理心的臉書專頁，在疫情期間其貼文按讚、留言及分享表現皆有正向的影響;新冠疫情期間企業處於產業集中度高的產業情境中，採取疫情幫助相較於採取疫情應對的訊息傳遞方式對貼文按讚表現有正向的影響。此分析結果可作為未來面對類似危機事件的參考依據，並可將其應對策略模式作為其他產業的社群媒體經營方向之參考。
Since 2019, the COVID-19 pandemic has caused major impact on the economy and society. With the ongoing global pandemic, firms have gradually formed different COVID-branding strategies on social media: Facebook. Therefore, this paper studies how firms can adjust their social media strategies under the influence of the pandemic in order for the companies to improve communication and interactions with the consumers, and resulted in the improved performance of Facebook posts.
The findings of this study are:(1)adopting images relative to videos as the form of content on Facebook posts during COVID-19 has positive effects on the “like” and “comment” performance;(2)adopting emotional appeal relative to rational appeal on Facebook posts during COVID-19 has positive effects on the “comment” and “share” performance;(3)asking for interaction relative to lack of asking for interaction on Facebook posts during COVID-19 has positive effects on the “like” and “share” performance;(4)showing empathy relative to lack of showing empathy on Facebook posts during COVID-19 has positive effects on the “like”, “comment”, and “share” performance;(5)firms in high industrial concentration during COVID-19 adopting COVID-helping strategies on Facebook relative to COVID-coping strategies, has positive effects on the “like” performance, while firms in low industrial concentration during COVID-19 adopting COVID-helping strategies on Facebook relative to COVID-coping strategies, has relatively lower positive effects on the “like” performance.
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描述 碩士
國立政治大學
國際經營與貿易學系
110351001
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351001
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 范瑜庭zh_TW
dc.contributor.author (Authors) Fan, Yu-Tingen_US
dc.creator (作者) 范瑜庭zh_TW
dc.creator (作者) Fan, Yu-Tingen_US
dc.date (日期) 2022en_US
dc.date.accessioned 2-Sep-2022 14:42:02 (UTC+8)-
dc.date.available 2-Sep-2022 14:42:02 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2022 14:42:02 (UTC+8)-
dc.identifier (Other Identifiers) G0110351001en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141531-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 110351001zh_TW
dc.description.abstract (摘要) 近年來，新冠疫情的肆虐對各行各業及民眾造成了嚴重的衝擊，隨著新冠疫情的持續影響，企業在社群媒體上逐漸形成不同的應對策略，因此本研究以企業在臉書選擇的應對策略之角度出發，研究企業面對新冠疫情的影響之下，該如何調整在社群媒體上的應對策略，使得其與消費者能進行更多的交流、互動，並反應在貼文表現的成效提升。
本研究以2021年5月11日台灣發布全國二級警戒之日至2021年10月31日為期半年的時間作為樣本收集時段，並使用內容分析及SPSS統計軟體分析，以了解新冠疫情下企業使用社群媒體之貼文形式及訊息傳遞方式之應對策略。
研究結果顯示，貼文媒材採取圖片的臉書專頁，在疫情期間相對於採取影片在貼文按讚及留言表現有正向的影響;貼文採取感性訴求，在疫情期間相對於理性訴求在貼文留言及分享表現有正向的影響;貼文內容具請求互動的臉書專頁，在疫情期間其貼文按讚及分享表現有正向的影響;貼文內容展現同理心的臉書專頁，在疫情期間其貼文按讚、留言及分享表現皆有正向的影響;新冠疫情期間企業處於產業集中度高的產業情境中，採取疫情幫助相較於採取疫情應對的訊息傳遞方式對貼文按讚表現有正向的影響。此分析結果可作為未來面對類似危機事件的參考依據，並可將其應對策略模式作為其他產業的社群媒體經營方向之參考。		zh_TW
dc.description.abstract (摘要) Since 2019, the COVID-19 pandemic has caused major impact on the economy and society. With the ongoing global pandemic, firms have gradually formed different COVID-branding strategies on social media: Facebook. Therefore, this paper studies how firms can adjust their social media strategies under the influence of the pandemic in order for the companies to improve communication and interactions with the consumers, and resulted in the improved performance of Facebook posts.
The findings of this study are:(1)adopting images relative to videos as the form of content on Facebook posts during COVID-19 has positive effects on the “like” and “comment” performance;(2)adopting emotional appeal relative to rational appeal on Facebook posts during COVID-19 has positive effects on the “comment” and “share” performance;(3)asking for interaction relative to lack of asking for interaction on Facebook posts during COVID-19 has positive effects on the “like” and “share” performance;(4)showing empathy relative to lack of showing empathy on Facebook posts during COVID-19 has positive effects on the “like”, “comment”, and “share” performance;(5)firms in high industrial concentration during COVID-19 adopting COVID-helping strategies on Facebook relative to COVID-coping strategies, has positive effects on the “like” performance, while firms in low industrial concentration during COVID-19 adopting COVID-helping strategies on Facebook relative to COVID-coping strategies, has relatively lower positive effects on the “like” performance.		en_US
dc.description.tableofcontents 摘要 I
Abstract II
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 疫情與消費者行為改變 6
第二節 企業對疫情之應對 9
第三節 疫情下之行銷溝通 13
第四節 社群媒體與消費者行為 18
第三章 研究方法 21
第一節 研究架構 21
第二節 研究假說 22
第三節 內容分析法 30
第四節 資料分析方法 35
第四章 資料分析 36
第一節 變數統計量彙整 36
第二節 獨立樣本t檢定 37
第三節 迴歸分析 45
第四節 變異數的單變量分析 51
第五節 假說檢定結果彙整 57
第五章 結論與建議 59
第一節 研究結果與發現 59
第二節 行銷實務與建議 62
第三節 研究限制與未來研究發展方向 63
參考文獻(中文文獻) 65
參考文獻(英文文獻) 66
附錄 74
第一節 貼文類型 74
第二節 訊息傳遞方式 80		zh_TW
dc.format.extent 6782859 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351001en_US
dc.subject (關鍵詞) 新冠疫情zh_TW
dc.subject (關鍵詞) 企業應對策略zh_TW
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) 臉書zh_TW
dc.subject (關鍵詞) 內容分析zh_TW
dc.subject (關鍵詞) COVID-19en_US
dc.subject (關鍵詞) Coping strategiesen_US
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) Facebooken_US
dc.subject (關鍵詞) Content analysisen_US
dc.title (題名) 新冠疫情下企業使用社群媒體之應對策略zh_TW
dc.title (題名) A Study on the COVID-19 Coping Strategies Through Social Mediaen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻
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dc.identifier.doi (DOI) 10.6814/NCCU202201187en_US