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研究生:龔又嫻
研究生(外文):Kung, Yu Hsien
論文名稱:性別差異對旅遊類型Facebook粉絲團的發文形式偏好的影響
論文名稱(外文):A study of the effect of gender difference on preferences in tourism Facebook fan page post
指導教授:張欣綠張欣綠引用關係
指導教授(外文):Chang, Hsin Lu
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
畢業學年度:103
語文別:英文
論文頁數:39
中文關鍵詞:粉絲專頁行銷策略性別偏好
外文關鍵詞:Facebook fan pagesmarketing strategygender preference
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社群媒體是現今主流的行銷管道,而Facebook更是其中的佼佼者。許多旅遊業者也試圖透過粉絲團作為與顧客交流的媒介,但是多數並不了解怎樣的行銷策略才是適合的。
我們的研究是為了了解性別是否對於旅遊類型粉絲團的行銷有不同的偏好,並且針對不同的旅遊產品是否也會有不同的偏好。我們收集了已經利用粉絲團作為行銷管道的旅遊業者的資料進行分析並驗證我們的假設。
我們證實了,男性會偏好理性的廣告訴求並且偏好sensation-seeking的旅遊產品而女性會偏好感性的廣告訴求並且偏好sensation-avoiding的旅遊產品。並且,若粉絲團的廣告貼文能適切的搭配性別對廣告訴求及旅遊產品的偏好,粉絲團的社群績效如品牌知名度、品牌參與度以及口碑都會有所提昇。
我們的研究提供了旅遊類型粉絲團的經營準則並提供適切衡量自身經營績效的方法。
Social media is having a major impact on marketing today, and Facebook is one of the most popular social media platforms. The growing importance of social media in the online tourism domain has also been confirmed. Many travel agencies have started to use Facebook fan pages as a marketing platform to interact with their consumers; but these agencies are still seeking the most suitable marketing strategies. Our research aims to examine whether different genders have different preferences for tourism Facebook fan page marketing information. In addition, we are interested in exploring whether that preference would be affected by different tourism products. We collected Facebook post data from a tourism agency that had already used Facebook to promote its business and reach customers in recent years, and we used those data to test our hypothesis. We confirmed that male do prefer rational appeals advertisement and sensation-seeking tourist attractions while female do prefer emotional appeals advertisement and sensation-avoiding tourist attractions. Moreover, if we fit gender preferences in advertisement appeals and tourist attractions to promote suitable tourism products, the performance on Facebook fan page, brand awareness, brand engagement and word of mouth, will be improved. Our paper is expected to be a contribution to research in this field, to be the basis for a guide for Facebook fan page managers who do not know how to manage their Facebook fan pages and to provide a suitable method for measuring the impact of Facebook fan pages.
CONTENT
CHAPTER 1. INTRODUCTION 3
CHAPTER 2. LITERATURE REVIEW 5
2-1 THE CLASSIFICATION OF ADVERTISING APPEALS IN FACEBOOK FAN PAGES 5
2-2 SENSATION SEEKING AND ITS IMPACT ON THE CHOICE OF TOURIST ATTRACTIONS 6
2-3 GENDER EFFECTS ON WEB ADVERTISING AND TOURIST ATTRACTIONS 7
2-4 THE PERFORMANCE OF FACEBOOK FAN PAGES 8
CHAPTER 3. RESEARCH FRAMEWORK 10
3-1 RESEARCH FRAMEWORK 10
3-2 HYPOTHESIS 11
3-2-1 Different gender preferences for advertising campaigns in Facebook fan pages 11
3-2-2 Different gender preferences for tourist attractions 12
3-2-3 Suitable advertising campaigns to promote tourist attractions 12
CHAPTER 4. RESEARCH METHODOLOGY 14
4-1 CASE BACKGROUND 14
4-2 MEASUREMENT 14
4-3 DATA COLLECTION 16
4-4 INSTRUMENT VALIDATION 18
CHAPTER 5. ANALYSIS AND RESULTS 22
5.1 DATA ANALYSIS 22
5.2 INDEPENDENT TWO-SAMPLE T-TEST 26
5.3 FINDINGS 28
5-4 DISCUSSION 30
CHAPTER 6. CONCLUSIONS 31
6.1 SUMMARY 31
6.2 CONTRIBUTIONS 31
6.3 LIMITATIONS AND IMPLICATIONS FOR FUTURE RESEARCH 32
REFERENCES 33
APPENDIX A: 38
APPENDIX B: 39
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