| dc.contributor | 資管系 | |
| dc.creator (作者) | 尚孝純 | |
| dc.date (日期) | 2017-08 | |
| dc.date.accessioned | 9-Jun-2026 13:15:25 (UTC+8) | - |
| dc.date.available | 9-Jun-2026 13:15:25 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Jun-2026 13:15:25 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=182847 | - |
| dc.description.abstract (摘要) | 社群媒體平台以高度互動機制提供使用者在網路環境擷取訊息、分享資訊。此類平台企圖運用資訊需求與情緒鏈結建立社群，讓使用者能在此持續產生與傳遞訊息。近十年來，企業視社群媒體平台為一個增加品牌與產品曝光度的最佳管道，藉此吸引、並且留住消費者。許多企業試圖利用社群網路上各種型態的內容來吸引目光、增加與消費者的互動。其中，如何透過內容接觸與吸引消費者是所有企業的最大難題。內容發展管理具有許多面向，包含決定將什麼呈現給瀏覽者、哪些類型的內容消費者較為喜歡、以及哪時候是張貼新訊息的最佳時間。為了了解內容策略，本研究企圖運用社群媒體平台上的內容來檢視各種刺激消費者參與及承諾的方法。以使用與滿足理論架構為基礎，本研究試圖檢視開發內容來滿足使用者之策略的光譜。在探討過去的學術研究與實際案例之後，本研究先辨識出可能影響社群媒體上之內容受歡迎程度與使用者行為的元素，並透過實際的企業品牌粉絲頁來測試這些元素的影響程度。本研究企圖發現能正向影響消費者承諾的互動與情緒因素，也將驗證粉絲頁上消費者承諾的強度。研究結果將供企業了解高品質內容的特性，以及如何在社群媒體上刺激消費者的參與共鳴及承諾。 | |
| dc.description.abstract (摘要) | Social media (SM) platforms such as Facebook, Line and Wechat incorporate highly interactive mechanisms that enable participants to share information and retrieve Internet content in a virtual environment. These types of platforms attempt to establish a community with informational needs and emotional bonds in which users constantly generate and propagate information. A successful community must attract a large number of participants who continually view and share contents. The number of enterprises that use social network sites has increased dramatically in recent decades. Companies consider SNS to be another channel for increasing brand and product exposure and acquiring or retaining customers. Many companies attempt to leverage social networks by providing various forms of content to attract views and interact with customers. How to reach and attract the maximum number of customers remains a significant question for all types of businesses. Managing content development involves various dimensions, including determining what to present to viewers, what type of content customers prefer, and when the appropriate time is to post new content. To enhance the understanding of content strategy, this study aims to examine ways to stimulate customer engagement by developing SM content. Based on the use and gratification framework, this study plans to review the spectrum of strategies for satisfying users through content development. By employing a review of academic research and practical cases, this study will identify factors that can influence the intensity of content popularity and users’ behavior on SM. This study will then test the level of influence of each factor using data from brand fan pages of enterprises. It is hoped that through the research, we not only find that the interactivity and emotiveness factors that would positively affect customer engagement but also verify the intensity of customer engagement on the brand fans page is beneficial to companies. The findings can improve our understanding of the attributes of quality content and how to stimulate customer engagement on SM. | |
| dc.format.extent | 116 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 科技部, MOST105-2410-H004-112, 105.08-106.07 | |
| dc.title (題名) | 社群媒體數位內容發展研究 | |
| dc.title (題名) | A Study of Digital Content Development on Social Media Platforms | |
| dc.type (資料類型) | report | |
