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題名 企業經營社群影響之實證研究
An empirical study on the effects of an enterprise fan page
作者 蔣仁人
Jiang, Jen Jen
貢獻者 尚孝純
Shang, Shari S. C.
蔣仁人
Jiang, Jen Jen
關鍵詞 社群網路
粉絲專頁
企業績效
Social networks
Facebook
Fan page
Business performance
日期 2011
上傳時間 30-Oct-2012 10:58:49 (UTC+8)
摘要 社群網站是目前蓬勃發展的網路應用服務，其多樣化功能與高互動性不僅影響使用者生活習慣也促進其購買行為。越來越多企業投入大量成本經營社群網站，希望從中得到好處，但仍有部分企業質疑經營社群無法替企業帶來實質效益。本研究目的在探討經營社群是否可以帶給企業效益。藉由大量文獻探討，提出了六個關於社群效益的假設。透過四階段研究來驗證假設，第一階段蒐集了全球16個跨國企業資料加以分析，得到了一個概略性的了解; 第二階段蒐集了58個跨國企業的資料進行社群能力與產品銷售之關聯性分析;第三階段研究將焦點放回台灣企業，蒐集了電信、航空、銀行以及便利商店四個產業中11個企業資料進行社群能力與產品銷售的關聯性分析;第四階研究段針對第三階段的11個企業進行社群經營與企業效益的分析。
本研究發現，經營社群與提升顧客滿意度以及提高品牌知名度上關聯性較低；而在航空，銀行以及便利商店產業中，經營社群可以提高整體收益。此外，企業提供具有1)較低價位、2)較低耐受度的產品或服務以及3)消費者參與度較低的購買決策較容易受到社群經營影響。更進一步發現，企業以提升顧客成長以及強化顧客忠誠度為目標去經營社群會獲得較高的成功率，也較容易得到實質效益。
Most of the major enterprises have invested in social networks to provide services, promote products, or communicate with customers. However, to date no clear understanding on the effects of the social networks on business performance has emerged. This study examined the relationship between the capability of the enterprise to manage social networks and the resultant benefits of their investing in the social network. A fan page on Facebook is the selected target of study. By analyzing the efforts required to manage a fan page, we measure the fan page management capability by its reach, referrals, activities, and interactions. By analyzing literature and practical cases, we hypothesize six types of business benefit impacts can be experienced by enterprises investing in a fan page.
The study applied four-stages of data collection and testing. The first stage is to build a general understanding of the relationship between the number of fans and business revenue. Based on findings of the first stage, the study tested the fan page benefit hypotheses on selected global firms and sought patterns of benefits generated from the fan page. In the third and fourth stage, the study tested the fan page effect on product sold of selected firms in Taiwan and further examined other hypotheses by industries. This study builds deep understanding from various aspects about fan page effects on enterprises, and proposes that firms provide products and services with characteristics of low-product price, short-product durability and low-customer involvement are more influenced by the management of their fan pages. Retail industries such as: banking and airline with high capability of managing Facebook fan page are more likely to increase customer growth and intensify customer loyalty.
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描述 碩士
國立政治大學
資訊管理研究所
99356028
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099356028
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Shari S. C.en_US
dc.contributor.author (Authors) 蔣仁人zh_TW
dc.contributor.author (Authors) Jiang, Jen Jenen_US
dc.creator (作者) 蔣仁人zh_TW
dc.creator (作者) Jiang, Jen Jenen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:58:49 (UTC+8)-
dc.date.available 30-Oct-2012 10:58:49 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:58:49 (UTC+8)-
dc.identifier (Other Identifiers) G0099356028en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54417-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 99356028zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 社群網站是目前蓬勃發展的網路應用服務，其多樣化功能與高互動性不僅影響使用者生活習慣也促進其購買行為。越來越多企業投入大量成本經營社群網站，希望從中得到好處，但仍有部分企業質疑經營社群無法替企業帶來實質效益。本研究目的在探討經營社群是否可以帶給企業效益。藉由大量文獻探討，提出了六個關於社群效益的假設。透過四階段研究來驗證假設，第一階段蒐集了全球16個跨國企業資料加以分析，得到了一個概略性的了解; 第二階段蒐集了58個跨國企業的資料進行社群能力與產品銷售之關聯性分析;第三階段研究將焦點放回台灣企業，蒐集了電信、航空、銀行以及便利商店四個產業中11個企業資料進行社群能力與產品銷售的關聯性分析;第四階研究段針對第三階段的11個企業進行社群經營與企業效益的分析。
本研究發現，經營社群與提升顧客滿意度以及提高品牌知名度上關聯性較低；而在航空，銀行以及便利商店產業中，經營社群可以提高整體收益。此外，企業提供具有1)較低價位、2)較低耐受度的產品或服務以及3)消費者參與度較低的購買決策較容易受到社群經營影響。更進一步發現，企業以提升顧客成長以及強化顧客忠誠度為目標去經營社群會獲得較高的成功率，也較容易得到實質效益。		zh_TW
dc.description.abstract (摘要) Most of the major enterprises have invested in social networks to provide services, promote products, or communicate with customers. However, to date no clear understanding on the effects of the social networks on business performance has emerged. This study examined the relationship between the capability of the enterprise to manage social networks and the resultant benefits of their investing in the social network. A fan page on Facebook is the selected target of study. By analyzing the efforts required to manage a fan page, we measure the fan page management capability by its reach, referrals, activities, and interactions. By analyzing literature and practical cases, we hypothesize six types of business benefit impacts can be experienced by enterprises investing in a fan page.
The study applied four-stages of data collection and testing. The first stage is to build a general understanding of the relationship between the number of fans and business revenue. Based on findings of the first stage, the study tested the fan page benefit hypotheses on selected global firms and sought patterns of benefits generated from the fan page. In the third and fourth stage, the study tested the fan page effect on product sold of selected firms in Taiwan and further examined other hypotheses by industries. This study builds deep understanding from various aspects about fan page effects on enterprises, and proposes that firms provide products and services with characteristics of low-product price, short-product durability and low-customer involvement are more influenced by the management of their fan pages. Retail industries such as: banking and airline with high capability of managing Facebook fan page are more likely to increase customer growth and intensify customer loyalty.		en_US
dc.description.tableofcontents 摘要 2
ABSTRACT 3
ACKNOWLEDGEMENT 4
TABLE OF CONTENTS 5
LIST OF TABLES 7
LIST OF FIGURES 11
CHAPTER 1: INTRODUCTION 12
1.1 COMPENDIUM OF SOCIAL NETWORKS 12
1.2 RESEARCH MOTIVATION AND RESEARCH QUESTION 13
CHAPTER 2: LITERATURE REVIEW 15
2.1 THE CAPABILITY TO MANAGE A FAN PAGE 15
2.2 IMPACTS OF A FAN PAGE ON BUSINESS PERFORMANCE 15
CHAPTER 3: METHODOLOGY 20
3.1 RESEARCH MODEL 20
3.2 RESEARCH VARIABLES 21
3.3 DATA COLLECTION 23
3.4 METHODS OF DATA ANALYSIS 37
3.4.1 Statistical method for 16 case analyses 37
3.4.2 Statistical method for the following research 38
CHAPTER 4: RESEARCH RESULTS 39
4.1 RESEARCH RESULTS OF EACH STAGE 39
4.2 ANALYZED RESULTS OF STAGE ONE: FAN-PAGE EFFECTS OF GLOBAL ENTERPRISES 40
4.3 ANALYZED RESULTS OF STAGE TWO: FAN-PAGE EFFECTS OF GLOBAL ENTERPRISES BY INDUSTRY 41
4.3.1 The fan-page effect by total revenue of the food and beverage industry 43
4.3.2 The fan-page effect by total revenue of the clothing and accessories industry 45
4.3.3 The fan-page effect by total revenue of the retail industry 46
4.3.4 The fan-page effect by total revenue of the technology industry 47
4.3.5 The fan-page effect by total revenue of the automobile industry 48
4.4 ANALYZED RESULTS OF STAGE THREE: LONGITUDINAL ANALYSIS OF ENTERPRISES FAN PAGES IN TAIWAN 49
4.4.1 The fan-page effect by total revenue of the telecommunication industry in Taiwan 49
4.4.2 The fan-page effect by total revenue of the airline industry in Taiwan 50
4.4.3 The fan-page effect by total revenue of the banking industry in Taiwan 52
4.4.4 The fan-page effect by total revenue of the convenience-store industry in Taiwan 53
4.5 THE TESTING OF OTHER HYPOTHESES 54
4.5.1 The fan-page effect by customer satisfaction of the telecommunications industry in Taiwan 56
4.5.2 The fan-page effect by customer growth of the telecommunications industry in Taiwan 57
4.5.3 The fan-page effect by customer loyalty of the telecommunications industry in Taiwan 58
4.5.4 The fan-page effect by customer growth of the airline industry in Taiwan 59
4.5.5 The fan-page effect by customer loyalty of the airline industry in Taiwan 60
4.5.6 The fan-page effect by customer growth of the banking industry in Taiwan 61
4.5.7 The fan-page effect by customer loyalty of the banking industry in Taiwan 62
4.5.8 The fan-page effect by customer satisfaction of the banking industry in Taiwan 64
CHAPTER 5: DISCUSSION 66
5.1 OVERVIEW OF RESEARCH FINDING 66
5.2 VERIFICATION OF THE FAN-PAGE EFFECT BY TOTAL REVENUE 67
5.2.1 Verification of the fan-page effect by total revenue from 16 global cases 67
5.2.2 Verification of the fan-page effect by total revenue from global firms 67
5.2.3 Verification of fan-page effect by total revenue from firms in Taiwan 68
5.3 VERIFICATION OF THE FAN-PAGE EFFECT BY CUSTOMER SATISFACTION 69
5.4 VERIFICATION OF THE FAN-PAGE EFFECT BY CUSTOMER GROWTH 70
5.5 VERIFICATION OF THE FAN-PAGE EFFECT BY BRAND VALUE 70
5.6 VERIFICATION OF THE FAN-PAGE EFFECT BY CUSTOMER LOYALTY 70
CHAPTER 6: CONCLUSION 72
6.1 RESEARCH LIMITATIONS 72
6.2 RESEARCH CONTRIBUTIONS 73
6.3 FURTHER STUDY 73
REFERENCES 75
APPENDIX - 2011 FORTUNE 500 ENTERPRISES 82		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099356028en_US
dc.subject (關鍵詞) 社群網路zh_TW
dc.subject (關鍵詞) 粉絲專頁zh_TW
dc.subject (關鍵詞) 企業績效zh_TW
dc.subject (關鍵詞) Social networksen_US
dc.subject (關鍵詞) Facebooken_US
dc.subject (關鍵詞) Fan pageen_US
dc.subject (關鍵詞) Business performanceen_US
dc.title (題名) 企業經營社群影響之實證研究zh_TW
dc.title (題名) An empirical study on the effects of an enterprise fan pageen_US
dc.type (資料類型) thesisen
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