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研究生:黃貞樺
研究生(外文):Huang,Chenhua
論文名稱:從Facebook貼文及其成員回應行為探討文字行銷策略-以咖啡店印象為例
論文名稱(外文):A Study of Exploring Marketing Strategy from a Perspective of Facebook User Behavior-A Case of Coffee Shop Image
指導教授:丁冰和丁冰和引用關係郭振峰郭振峰引用關係
指導教授(外文):Ting,PinghoKuo,Chenfeng
口試委員:丁冰和郭振峰汪淑台包冬意
口試委員(外文):Ting,PinghoKuo,ChenfengWang,ShutaiBau,Dongyih
口試日期:2012/7/12
學位類別:碩士
校院名稱:東海大學
系所名稱:餐旅管理學系
學門:民生學門
學類:餐旅服務學類
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:93
中文關鍵詞:Facebook粉絲專頁咖啡店內容分析
外文關鍵詞:Facebookfan pagecoffee shopcontent analysis
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社群網站Facebook提供一個方便公開的平台-粉絲專頁,讓大家針對某些咖啡主題回應,粉絲頁經營者也可依己喜好來發布貼文。本研究想探究這些咖啡愛好著在社群網路上關注的議題或訊息到底是什麼,什麼是他們特別注目的焦點呢,本研究透過資料搜集與專家訪談和內容分析方法,研究顯示人氣高的文章除了來自粉絲頁的讚數影響之外,咖啡店粉絲頁貼文印象解構的產品描述也容易帶動人氣,尤其以產品的食材、味道的描述皆能引起粉絲高度的興趣來引發按讚。
Facebook is a social network service and website launched in February 2004 that is operated and privately owned by Facebook. As of January 2011, Facebook has more than 600 million active users. (Emily Christofides et al., 2009)Users can create profiles with photos, lists of personal interests, contact information, and other personal information. Users can communicate with friends and other users through private or public messages and a chat feature. They can also create and join interest groups and "like pages" (formerly called "fan pages", until April 19, 2010), some of which are maintained by organizations as a means of advertising. A January 2009 Compete.com study ranked Facebook as the most used social network service by worldwide monthly active users, followed by MySpace.
This study is based on facebook of coffee fan pages, and someone who like talking about coffee. Many coffee business studies focus on chain marketing and consumer behavior over the past. Today Facebook as a network marketing tool, (Bahar Baran,2010) they seldom discussed effects of the facebook user's response. Facebook provides a unique research environment because of its heavy usage and its ability to connect online and offline (Emily et al., 2009) but they often focus on information privacy and control (Emily et al., 2009) or the future of facebook(Ray, 2008)
This research proposes to classify user's response which on article of fan page where they talked about coffee by content analysis. Yu-Shan Lin says internet blogs as a tourism marketing medium by analyzing messages left on the site (2006) Through collecting the information people responded on facebook, the research will help coffee industry and owners of café to know how to influence customers effectively by Facebook.


摘要……………………………………………………………………………………i
abstract………………………………………………………………………………ii
誌謝……………………………………………………………………………………iv
目錄……………………………………………………………………………………v
表圖目錄……………………………………………………………………………….viii
第一章 緒論………………………………………………………………………...1
第一節 研究背景與問題………………………………………………………....1
第二節 研究動機與目的………………………………………………………. ..3
第三節 研究範圍與對象………………………………………………………....4
第四節 研究流程………………………………………………………………….4
第二章 文獻探討………………………………………………………................5
第二節 網路社群發展概況…………………………….............................5
第二節 Facebook的使用模式……………………………………………….... 8
第三節 社群特性...................................................................... .....9
第四節 咖啡店印象…………………………………………………………… 11
第三章 研究方法………………………………………………………………….13
第一節 研究架構………………………………………………………….........13
第二節 專家訪談…………………………………………………………......14
第三節 內容分析法……………………………………………………………15
第四節 迴歸分析法……………………………………………………………21
第五節 小結……………………………………………………………………21
第四章 研究結果與分析………………………………………………………….. 22
第一節 專家效度分析………………………………………………………….22
第二節 貼文來源基本資料分析………………………………………….. ....22
第三節 文章解構族群分析……………………………............................ 25
第四節 文章’’讚’’量分析…………………………………………………….. 27
第五章 結論與建議…………………………………………………………………33
第一節 結論…………………………………………………………………….36
第二節 建議…………………………………………….…………………….. 38
第三節 研究限制……………………………………………………………….39
第四節 後續研究方向…………………………………………………………..39

參考文獻 ………………………………………………………………………….... 40
附錄ㄧ 專家詳細資料表……………………………………………….…........... 44
附錄二 專家訪談問卷……………………………………………………………....47
附錄三 全台灣咖啡店粉絲頁一覽…………………………………....................50
附錄四 台北咖啡店粉絲頁貼文…………………………………………….......... 64
附錄五 台中咖啡店粉絲頁貼文……………………………………………...........81







表圖目錄
表:
表1-1 三種類型的網路社群................................................................5
表1-2四種類型的網路社群…………………………………………………….6
表1-3三種類類型的虛擬社群………………………………………………...7
表2-1 本研究初步篩選貼文訊息條件………………………………………14
表2-2專家基本資料......................................................................14
表2-3咖啡店社群貼文訊息分析類目………………………………………..19
表2-4 編碼員間咖啡店粉絲頁貼文內容構面之相互同意度與信度係數….21
表3-1本研究對象咖啡店粉絲頁之樣本數量…………………………….....23
表3-2咖啡店粉絲頁貼文類目第一層次數統表……………………….....23
表3-3咖啡店粉絲頁貼文類目第二層次數統計表…………………….....23
表3-4咖啡店粉絲頁貼文類目第三層次數統計表………….................24
表4-1本研究對象咖啡店粉絲頁之年齡層族群樣本數量…………........25
表4-2 咖啡店粉絲頁貼文類目第一層之年齡層次數統表………..........25
表4-3咖啡店粉絲頁貼文類目第二層次數統計表…………………….....26
表4-4咖啡店粉絲頁貼文類目第三層次數統計表…………..................26
表4-5咖啡店粉絲頁貼文第一層族群綜合迴歸顯著表…………….........31
表4-6 咖啡店粉絲頁貼文經常使用語彙次數一覽表…………….….......33




圖:
圖1-1 研究流程…………………………………………………………………4
圖1-2 研究架構圖………………………………………………………………13





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