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研究生:林尚蓉
研究生(外文):Shang-Jung Lin
論文名稱:政府機關社群媒體經營與民眾參與之探討─以Facebook粉絲專頁為例
論文名稱(外文):Exploring the Management of Government Social Media and Citizen Engagement in It: A Case Study of Facebook Fan Pages
指導教授:曹承礎曹承礎引用關係
口試委員:許瑋元洪英訓
口試日期:2015-09-03
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:資訊管理學研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:105
中文關鍵詞:政府社群媒體Facebook粉絲專頁紮根理論
外文關鍵詞:GovernmentSocial MediaFacebookFan PagesGrounded Theory
相關次數:
  • 被引用被引用:6
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本研究係針對因網際網路、資通訊科技、Web 2.0、社群媒體等技術、概念或平臺蓬勃發展,進而衍生的政府機關社群媒體之經營活動與民眾參與進行調查,以獲知我國現行政府機關社群媒體經營模式、實務運作與相關思維,及民眾使用政府機關社群媒體的動機、實際瀏覽行為、建議與期望,再針對兩者進行相互比較,嘗試找尋政府社群媒體未來經營的關鍵因素及精進方向。

我國各政府機關在導入Web 2.0時,皆因考量國人最常使用的社群媒體平臺以Facebook為主,且使用Facebook的頻率與時間遠高於其他社群媒體,加上Facebook粉絲專頁功能也是許多企業用以和顧客溝通的良好憑藉,爰採用Facebook粉絲專頁做為傳遞政府資訊及與民眾互動的社群平臺。本研究藉由涉入觀察政府機關Facebook粉絲專頁及訪談其經營者與使用者等方式來蒐集研究資料,並遵循紮根理論之開放式編碼、主軸編碼及選擇性編碼三項步驟,使資料在經歷歸類、比較及合併等過程後形成研究結果。

從本研究訪談可知,現行政府機關Facebook粉絲專頁經營者多半對如何妥善經營粉絲專頁已有基礎認知,因此其所展現之經營行為尚符合使用者想法,然以使用者角度檢視,則認為縱有部分機關粉絲專頁經營表現不俗,但部分機關粉絲專頁經營卻仍不甚理想,應可就經營思維、操作手法、內容呈現方式及與民互動等方面再行精進。而研究結果也發現,無論經營者或使用者皆認為政府機關粉絲專頁是具有效益的,對前者來說主要為有效傳播資訊、獲得行政參考、正面形象建立等,對後者而言則為獲知更多訊息、省時方便、產生不同觀點、產生認同及增加與政府機關互動管道。此外,機關若希望使用者多參與其粉絲專頁,則必須滿足使用者的在意事項,包含持續提供實用且符合使用者需求的資訊、正視使用者的意見回饋及帶給使用者輕鬆、豐富且親民之資訊內容。

By investigating the management of government social media – which is derived from the development of the Internet, ICT (Information and Communication Technology), Web 2.0, and social media – and citizen engagement in it, this study aims to realize the managerial model, practical work, and concept of government social media as well as the motivation, actual browsing behavior, suggestion, and expectations of citizens who use government social media. Furthermore, the study tries to find key factors and ways of improvement for government agencies to manage their social media platforms in the future.

Because government agencies discover people use Facebook most and Facebook fan pages are good media for enterprise communication with customers as they decide to adopt Web 2.0 tools, they choose Facebook fan pages to disseminate public information and interact with citizens. As a result, the author collected research data by observing Facebook fan pages of government and interviewing their managers and users, and then classified, compared, and combined data by following the three steps of grounded theory: open coding, axial coding, and selective coding to draw conclusions.

The result of interviews showed that most managers of government Facebook fan pages had known how to manage Facebook fan pages, so their managing behavior fits users’ thoughts roughly. From the users’ perspective, they think although some agencies manage their fan pages well, some agencies have bad fan pages. And the latter should enhance their knowledge, managing ways, content presentation, and interaction with citizens. The result also showed that both managers and users think government Facebook fan pages are beneficial. To the former, the benefits include disseminating information effectively, getting public administration reference, and establishing good image. To the latter, the benefits include receiving more information conveniently, saving time, producing different viewpoints, enhancing identification, and interacting with government agencies through another channel. And if government agencies want citizens to participate their fan pages more, they should satisfy what users care about, such as offering useful information, taking user’s opinion and feedback seriously, and providing content which is relaxing, rich, and close to people.

謝辭 一
中文摘要 二
ABSTRACT 三
目錄 五
圖目錄 八
表目錄 九
第1章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
第2章 文獻探討 6
2.1 Web 2.0與社群媒體 6
2.1.1 Web 2.0介紹 6
2.1.2 社群媒體 8
2.2 政府機關與社群媒體 10
2.2.1 Web 2.0時代的政府變革 11
2.2.2 我國政府社群媒體應用現況 14
2.3 社群媒體導入、經營及參與行為 16
2.3.1 社群媒體導入與經營 17
2.3.2 社群媒體參與行為 18
第3章 研究方法與設計 20
3.1 研究方法 20
3.2 研究設計 22
3.2.1 場域選擇 22
3.2.2 資料蒐集 23
3.2.3 資料分析 26
3.2.4 理論飽和 27
第4章 研究分析 29
4.1 個案介紹 29
4.2 範疇建立 32
4.2.1 從機關經營角度探討 33
4.2.2 從民眾使用角度探討 39
4.3 主軸發展 45
4.3.1 從機關經營角度探討 45
4.3.2 從民眾使用角度探討 63
4.4 核心關聯 86
4.4.1 從機關經營角度探討 86
4.4.2 從民眾使用角度探討 88
4.5 綜合討論 89
第5章 結論與建議 92
5.1 研究結果 92
5.2 研究限制 96
5.3 未來研究方向 96
參考文獻 97
附錄一、訪談問題─政府機關Facebook粉絲專頁經營實務 101
附錄二、訪談問題─政府機關Facebook粉絲專頁之民眾參與 104

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