臺灣博碩士論文加值系統

隨著2009年Facebook在台灣爆紅，Facebook同時也確立其在線上社交網絡服務(Social Network Service)產業中之龍頭地位，新聞媒體和網路論壇等等充斥著許多關於Facebook的熱門報導與討論，在加上身邊的朋友前仆後繼地加入Facebook，讓人不得不注意到Facebook這個當紅網站，也對它有許多好奇。

本研究目的爲透過研究Facebook的使用者行爲，找出使用者之行爲模式與樣態，以做爲網路行銷應用之參考。首先回顧關於社交網絡(Social Network)在網際網路中之發展，以及對社交網絡使用者行爲之分析研究，發現目前較多的研究是針對使用者在網站登入、瀏覽、留言和朋友關係等可在網路上被系統紀錄之資料數據分析，從資料中發掘使用者在網站上的行爲模式。

爲了了解Facebook使用者之行爲及行爲背後的使用動機、經驗與心得，本研究採取半結構式的面對面深度訪談，共訪談42位Facebook的台灣使用者。從訪談資料中進行質性分析後發現，整體使用者在眾多使用面向上有許多共同點，然而若以使用者目前登入Facebook之動機作爲分群依據，可將使用者分爲遊戲使用者和社交使用者， 兩個族群在使用面向上則有不同的差異。

遊戲使用者使用Facebook的方式比較封閉，屬於自得其樂型，社交性較低，不常更新自己的資訊，較少使用粉絲團和社團功能，在Facebook也不常有口碑訊息經驗。社交使用者使用Facebook的方式較爲活絡多元，常更新自己的訊息，較常使用粉絲團和社團功能，有較多的口碑訊息經驗。本研究依照兩群使用者特色，給予在Facebook上適合的行銷方式建議，以及提供實際的Facebook行銷案例：7-ELEVEN粉絲專頁行銷，與美粒果和遊戲開心農場之合作案例，同時彙整目前在Facebook上可用來作爲行銷目標族群之篩選項目，希望透過本研究能夠讓行銷者了解Facebook的台灣使用者樣貌，以供網路行銷應用之參考，並可作爲後續Facebook相關議題研究之方向參考。

Facebook is so popular in Taiwan from 2009 and it’s also getting hot in online social network service. There is more and more news about Facebook’s success recently. Friends beside you and me may all have a Facebook account; you can’t refuse the great mass fervor of it and look forward to know what marketer can do on Facebook.

The goal of this research is studying Facebook user behavior and finding the patterns. First, we review related researches about online social network service and online user behavior. Many studying about user behavior are finding behavior pattern through digging from website data like log data, browsing data etc.

In order to understand the motivation and experience behind the user behavior, we conduct in-depth interviews. Total 42 Facebook users in Taiwan were interviewed. From the qualitative analysis of interview data, we found that many Facebook users have similar behavior in some using dimensions. But if we divide users by motivation of using Facebook, we can have two groups of users: Game Users and Social Users. There are some differences between them.

Game Users have fewer friends and less interaction on Facebook. They don’t often update their profile and Wall; join fewer Fans and Groups on Facebook. They concentrate on playing games and stay longer on Facebook after they log in. In contract, Social Users have more friends and interaction on Facebook. They update their profile and Wall more frequently; join more Fans and Groups, and have more experiences about word-of-mouth on Facebook. According to traits of different user groups, we give proper marketing suggestions to each group. In this research we provide two marketing cases on Facebook: Fans marketing of 7-ELEVEN (more suitable for Social Users) and placement marketing in a Facebook game: Happy Farm by juice brand:“Minute Maid” (more suitable for Game Users).
Understanding user behavior on Facebook can help us to find what marketers can do on Facebook and have a reference for internet marketing. Furthermore, the finding about different online user groups may be worthy for future studying and observation.

目錄
第一章 緒論 1
第一節 研究動機 1
第二節 研究問題 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 社交網絡(Social Network)與網際網路(Internet) 4
第二節 Web 2.0與社交網絡服務(Social Network Service) 6
第三節 社交網絡(Social Network)的使用者行爲研究 10
第三章 研究方法 12
第一節 質性研究之深入訪談(In-depth Interview) 12
第二節 訪談架構 14
第三節 研究樣本選擇 16
第四節 研究樣本與訪談方式 17
第四章 個案訪談內容 19
第五章 跨個案資料分析 29
第一節 受訪者整體使用概況 29
第二節 以年齡層與性別看受訪者行爲 33
第三節 以Facebook使用者之主要使用目的分群 34
第六章 Facebook行銷應用方式 40
第一節 精準行銷：利用分群指標找出目標族群 40
第二節 運用Facebook執行行銷活動—實務案例 42
第七章 結論與建議 50
第一節 研究結論 50
7.1.1 Facebook使用者分群：遊戲群和社交群 50
7.1.2 Facebook行銷方式建議 54
第二節 研究限制 54
7.2.1樣本選擇限制之代表性問題 54
7.2.2 使用者行爲可能不斷變化 55
第三節 研究貢獻 55
7.3.1 學術貢獻 55
7.3.2 實務貢獻 55
參考文獻56
附錄：訪談大綱問題列表 61

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