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研究生:鄭燿國
研究生(外文):Yao-Kuo Cheng
論文名稱:微網誌使用者背景分析
論文名稱(外文):Demographic Factors and Using Variables in Microblogging
指導教授:謝焸君謝焸君引用關係
口試委員:王啟泰吳金山
口試日期:2011-06-22
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:40
中文關鍵詞:微網誌FacebookTwitterPlurk七何分析法
外文關鍵詞:MicrobloggingFacebookTwitterPlurk5W2H analysis
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僅管這幾年來,微網誌服務越來越受到網友的歡迎並持續成長,但是卻一直沒有具有代表性的基本使用調查。因此本研究將會將目前網路上最流行的Twitter、Facebook、Plurk 三個微網誌平台納入做為研究的基準平台,並且應用七何分析法設計出線上問卷,以調查微網誌的社會人口統計學和使用變數與微網誌之間的關係,並從中瞭解使用微網誌服務的顧客群為何。本研究主要調查的項目包括了基本的社會人口統計學〈例如:性別,年齡,婚姻狀況,國及,教育程度,職業〉、使用頻率〈例如:每週使用微網誌多少小時,每週登入為網誌的頻率〉、使用者對於微網誌服務最喜歡,與最不喜歡的地方、以及使用微網誌的動機為何。線上問卷測試的結果顯示受測者有52.2%為男性,而主要使用者的年齡層為21-30 歲。對於許多用戶來說,使用微網誌的最主要因素為社交功能。在結果中也有出現少數的用戶出現使用時間過長的情況〈即每週使用時數超過20 小時〉。此外大部分的受測者都認為花費了太多時間在使用微網誌上。
本研究最終希望能夠調查出微網誌的使用者分布情況,對於公司企業來說,可以藉由此調查看見更多關於年齡層分布和使用時間,瞭解使用者的心態,並提供良好的溝通管道。微網誌對現代社會來說,影響力可見一斑。若能夠好好運用此分析研究之結果,可從中獲得許多實用資訊,並且建立一個微網誌的評量準則架構,針對大部分甚至少部分的使用者來設計新的網路行銷模式。希望本評量準則架構能提供給未來的學術研究及業界參考利用。

Despite the growing popularity of microblogging, there has been no primary survey of its users. Therefore, an online questionnaire survey was used to examine basic demographic factors of microblogging users who used the popular microblogging platforms, Twitter, Facebook, and Plurk.(i.e., gender, age, marital status, nationality, education level, occupation).The survey also examined using frequency (i.e., how many hours they used microblogging each week, how often they log onto microblogging). The most favorite and the most least favorite aspects of using microblogging, and what is the motivation to using the microblogging. The results showed that 52.2% of microblogging users were male, and that the main age of users was 21-30 years of age. For many users, the social aspects of the microblogging were the most important factor in using microblogging. A small minority of users appear to use excessively (over 20 hours a week). In addition, most of the microblogging users think they spent too much time on using microblogging. This research will investigate the microblogging of the user distribution. For enterprises, they can see more information from this survey of population distribution and use of time; understand the mentality of users, and to provide a good communication response. The result of this research provide useful information, if the enterprise able to use the results of this analysis, they can establishment a microblogging framework of assessment criteria, and design a new networking sales model. Finally, is hoping that this evaluation framework can provide guidelines for future reference to use of academic research and enterprise to draw upon.

Abstract .............................................. ii
Table of Content...................................... iii
List of Figures ....................................... vi
1.Introduction ..........................................1
1.1. Research motivation.................................1
1.2. Object of research .................................2
1.3. Research process ...................................3
2. Literature review.....................................5
2.1. Microblogging.......................................5
2.1.1. Microblogging in Twitter .........................6
2.1.2. Microblogging in Facebook ........................7
2.1.3. Microblogging in Plurk ...........................9
2.2. Demographic factors and using variables ...........10
3. Research methods.....................................11
3.1. Participants.......................................11
3.2. Design and materials...............................12
3.3. Procedure..........................................12
4. Result ..............................................13
4.1. Demographic variables .............................13
4.2. Using variables....................................16
5. Discussion...........................................27
5.1. Sociability of microblogging ......................27
5.2. Regional and usage of microbloggin.................29
5.3. Platform...........................................30
6. Contributions and recommendation ....................32
6.1. Contributions......................................32
6.2. Research limitation ...............................32
6.3. Recommendation for future studies .................33
Reference ..............................................34
Appendix................................................36

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