臺灣博碩士論文加值系統

近年來，由於社群網站的蓬勃發展，許多研究開始探討以社群網絡的經營方式和行銷策略的議題，而企業積極利用社群網站平台與消費者建立新管道，與顧客進行新的互動模式，對消費者說明其經營理念。但目前還未能有一套完整的企業經營社群績效評估指標概念模式，因此本研究目的為探討企業經營Facebook粉絲專頁，進而建構企業經營粉絲專頁的關鍵成功因素。
本研究以財團法人資訊工業策進會提供三大粉絲專頁產業別－美食餐飲、美妝時尚、服飾配件的數據資料為研究樣本並結合網路公關的相關文獻進行歸納及彙整，建構出企業經營粉絲專頁關鍵成功因素的三大構面與十四項指標。接著透過專家問卷調查，將蒐集的問卷資料採用AHP層級分析法處理，分析出各構面及指標的權重。
本研究結果顯示，企業經營粉絲專頁關鍵成功因素的三大構面，重要程度依序為：內部互動面、集客面、基本面；而前五項重要的指標依序為：每週粉絲成長率、每週發文的分享總數、粉絲專頁總粉絲數、每週發文的按讚總數、每週發文的回應總數，而在這五項中大都是屬於內部互動面的指標。上述的研究結果，可以做為企業經營Facebook粉絲專頁的關鍵參考指標及行銷決策參考。

In recent years, due to the development in online social network, many studies that focus on the operating effectiveness and consequences of online social networking have been done. Therefore, by utilizing the social networking websites such as Facebook etc., plenty of the corporations nowadays set up online fan pages to communicate and interact with their customers and also convey their business philosophy, promote their products and service. But frequently the relevant studies do not provide a complete and comprehensive model of enterprise operating evaluation standard and user intention. So, this research aimed to investigate and enhance the critical success factors of enterprise’s Facebook fan pages.
The research objects are managers of Facebook fan pages of Food / Beverages, Health / Beauty and Clothing industry adopting from the Institute for Information Industry. We summarize literatures about internet public relations and decompose the critical success factors of firm-managed fan pages, that comprise three dimensions and fifteen indicators. Then, we conclude to a questionnaire from expert visit and implement the Analytic Hierarchy Process (AHP) approach to analyze questionnaire data. Finally, derive the optimal dimension, indicators and indicator loading.
The results show the importance of three dimensions is ordered as follows: interaction, attraction and fundamental. Moreover, the importance of top five indicators is ordered as follows: shares per week, post content, comments per week, posts with picture per week, talking about this and most indicators above are belong to interaction dimension. These results can be as a reference to the critical indicators of managing Facebook fan pages and marketing decisions.

目　錄
中文摘要 I
ABSTRACT II
誌　謝 III
目　錄 I
圖表索引 II
第1章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
第2章 文獻探討 5
2.1 虛擬社群的經營 5
2.2 Facebook 粉絲專頁 7
2.3 網站績效評估 8
2.3.1 網站公關 9
2.3.2 Facebook粉絲專頁績效評估計算工具 12
第3章 研究方法 15
3.1 研究程序 15
3.2 層級架構 17
3.3 問卷設計與指標權重 20
3.4 粉絲專頁績效計算與驗證 22
第4章 研究結果 23
4.1 經營粉絲專頁表現之綜合指標分析 23
4.2 利用綜合指標進行粉絲專頁評分 25
第5章 結論與建議 29
5.1 研究結論 29
5.2 研究貢獻 30
5.2.1 管理意涵 30
5.2.2 實務意涵 31
5.3 研究限制與未來研究建議 31
參考文獻 32
附錄 「Facebook粉絲專頁經營績效評估」專家問卷 39

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