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研究生:郭書辰
研究生(外文):Kuo, Shuchen
論文名稱:由消費者知識分享角度探究企業經營社群媒體網站之困境與解決方案
論文名稱(外文):The Plight Of Enterprises Manage Social Media: User Resistance To Knowledge Sharing Is Key
指導教授:陳芃婷陳芃婷引用關係
指導教授(外文):Chen, Pengting
口試委員:陳芃婷唐文漢莊苑仙
口試委員(外文):Chen, PengtingTang, WenhanChuang, Yuanhsien
口試日期:2012-07-25
學位類別:碩士
校院名稱:義守大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:109
中文關鍵詞:社群媒體知識分享創新抵制
外文關鍵詞:Social MediaInnovation ResistanceKnowledge Sharing
相關次數:
  • 被引用被引用:1
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  • 評分評分:
  • 下載下載:72
  • 收藏至我的研究室書目清單書目收藏:3
近年來使用社群媒體的人數呈爆炸式的成長。企業面臨快速成長的新興媒體,正積極找尋能利用社群媒體的最佳方法,以維持企業的持續競爭能力。社群媒體建構於web2.0的技術概念之下,能讓使用者自行創建內容,快速溝通傳遞訊息,當企業發現能如此近距離和消費者互動並建立關係,他們了解到消費者回饋與品牌塑造的新橋梁將被建立。但企業社群平台的建立與運作概念仍未成熟,因此要如何有效的經營企業社群平台便成為重要的議題。早一步跨入虛擬平台建立的企業社群提供了一部分的參考借鏡,但要能有效的管理與經營社群網站,仍需要從社群運作的基本概念開始。從根本了解社群媒體的脈絡與興盛,可以長久穩定的經營企業社群網站。研究者認為社群的成形與建立乃是取決於人群,而虛擬社群的匯集與繁榮乃是建築於訊息分享。使用者要能持續且熱絡的分享訊息,就必須塑造良好的環境與氛圍,畢竟使用者沒有義務提供寶貴的經驗或知識給他人,早先的研究多從正面的消費者個人特質與動機了解分享行為,但從抵制的角度了解使用者知識分享的行為才更貼近於實際的情況,且忽略了工具媒介所帶來的影響並也不能完整的探究消費者知識分享行為。增加了媒體特性的觀點,企業才能藉由媒介的改進與鼓勵的措施促進消費者生成內容,達到有效的管理與經營社群平台。
In recent years, social media has been an exponential increase in the volume of user. Companies confront a fast-growing emerging media, and are actively looking for how made effective use of social media. The concept of web2.0 to build innovative social media that allows users content generation and quickly two way symmetrical communications. Social media has dramatic popularity and inherent advantages of the vast reach, low cost, high communication efficiency. Companies realized that will build a new bridge that facilitate brand Building and consumer feedback. However, this is immature social media about how to reach Well-functioning. Therefore, this study will help companies understand the effective management of social media platforms. Early step set enterprise virtual platform up to provide in a part of the reference. But the operation of the basic concepts of effective management and operation of social media sites, still from the Community. A fundamental understanding of the social media context, will be able to prosperous long-term stable operate enterprise social media sites. The researchers think that the forming of the community depends on the crowd, and pooled and prosperity of the virtual community rely on message sharing. In order to enhance the users to share messages that must create a suitable environment and atmosphere. After all, the user not have obligation to provide valuable experience or knowledge to others. Previous studies from the Positive of consumers personal qualities and motivation to understand the knowledge sharing behavior, but understand the user's knowledge sharing behavior from the perspective of the resistance is closer to the actual situation. While Ignore the characteristics of the media tool can’t fully explain the knowledge-sharing behavior. Finally, by the media improvements and encouragement measures in order to promote User-generated content, so as to achieve effective management and operation of social media platform.
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的6
第三節 研究流程7
第四節 研究範圍及限制9
第二章 文獻探討10
第一節 社群媒體之沿革10
第二節 知識分享之沿革20
第三節 創新抵制理論26
第四節 使用者於企業社群網站知識分享之抵制來源31
第五節 成功經營社群媒體之企業個案36
第三章 研究方法43
第一節 研究設計43
第二節 問卷設計47
第三節 研究對象48
第四章 實證研究49
第一節 社群媒體使用者基本分析49
第二節 探索性因素分析53
第三節 驗證性因素分析60
第四節 企業經營社群網站之策略66
第五章 實證發現與成果討論72
第一節 社群媒體使用者基本分析72
第二節 探索性因素分析73
第三節 驗證性因素分析74
第四節 企業經營社群網站之策略75
第六章 結論與建議80
第一節 管理意涵與建議82
第二節 未來研究之建議84
參考文獻85
附錄98
表次
表2-1 傳統媒體與社群媒體之差異10
表2-2 社群媒體自我存在/媒體豐富度與自我表徵/自我揭露分類表13
表2-3 網路社群平台比較分析表14
表2-4 社群媒體研究方向統整表18
表2-5 資訊媒介之資訊豐富度22
表2-6 企業經營社群媒體關鍵要素對應表42
表3-1 使用者於企業社群網站知識分享之生理障礙抵制因素表44
表3-2 使用者於企業社群網站知識分享之心理障礙抵制因素表45
表4-1 描述性統計分析表49
表4-2 各類型社群媒體使用比例表51
表4-3 平均每天使用社群媒體時間統計表51
表4-4 於企業社群網站知識分享次數比例表52
表4-5 生理障礙項目分析表54
表4-6 心理障礙項目分析表55
表4-7 功能障礙探索性因素分析表57
表4-8 心理障礙探索性因素分析表58
表4-9 功能障礙驗證性因素分析評估表63
表4-10 心理障礙驗證性因素分析評估表65
圖次
圖1-1 研究流程8
圖4-1 使用者於企業社群網站知識分享之功能障礙模型圖63
圖4-2 使用者於企業社群網站知識分享之心理障礙模型圖65
圖4-3 個案推導關鍵成功因素與使用者抵制知識分享應對圖71
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