臺灣博碩士論文加值系統

社群網站的興起，除了影響人們找尋資料、社群交流等方式，也影響了企業的行銷策略。在社群網站之前，企業主要的行銷策略手法為電視、平面或實體廣告等；網路興起後，企業紛紛利用社群媒體從事網路行銷，不僅能降低行銷成本支出，可觸及的客群大至全球。虛擬是網路的一大特色，但對於企業在經營上卻難以掌控，故本研究將探討關於虛擬社群網站上，企業在做社群經營之相關研究。
本研究以愛料理iCook的粉絲專頁為研究對象，觀察網站的溝通策略具體展現在何種特徵中。採用網路公關研究中最常使用的 Kent and Taylor(1998)的溝通理論原則為主要研究架構，針對其中三大構面，資訊實用性、留住訪客、提高再訪率，定義出衡量指標。以往的研究方式多採內容分析法來衡量其指標，本研究則是直接觀察粉絲專頁上粉絲的行為，以數據蒐集的方式來驗證其指標，並進一步探討，此三大構面對於粉絲數是否相關。
研究結果發現，此三大構面與粉絲數在某些指標是具相關的，因此當企業想要評估粉絲專頁成效或是在研究溝通策略時，可針對具顯著之指標做進一步的分析，使企業在經營粉絲專頁上之效果更為理想；對於不顯著之指標，企業可將此當作一種檢視指標，避免在執行溝通策略時，做出無法達成目標之行為，亦能協助企業提高經營粉絲專頁之效果。

The invention of Social Networking Site not only change the way people search information and communicate, but also business marketing strategy. Before Social Networking Site came out, the usual way business marketing strategy are TV commercials, print advertisements and activities. After Social Networking Site got popular, more and more businesses turned to use the Internet as a strategy of marketing because the cost is inexpensive and it is easier to gain potential clients through the whole world. One of the Internet’s characteristics is virtuallty, which is a difficulty for business to run their website because they can not actually observe their customers’ behavior.
In this study, we try to use the data that we collect to analysis the behavior of iCook fan Page’s fans based on Dialogic Theory. Dialogic Theory has five facets, Dialogic Loop, Usefulness of Information, Generation of Return Visits, Ease of the Interface and Conservation of Visitors. Most of the studies used content analysis to analysis the criteria they defined, we define the criteria form user’s perspective and collect the data in a more convenient way. Moreover, we attempt to find out the relationship between Dialogic Theory and the change of fan number.
The study found out that some criterias have relationship with fan’s number, which means if a business wants to improve their public strategy on fanpage, they can start from looking for these criterias. These criterias can help a business to run their fanpage more effectively, it also helps to gain fans’ value on the Internet.

中文摘要 ii
Abstract iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
1-1研究背景 1
1-2研究動機 5
1-3研究目的 6
1-4研究流程 8
第二章 文獻探討 10
2-1社群網站 11
2-2溝通理論之五大構面 14
2-3溝通理論與粉絲數 22
第三章 研究方法 23
3-1探索性研究法及研究架構 23
3-2建構分析指標 26
3-3研究對象與樣本 32
3-4資料蒐集與分析 34
第四章 研究結果 36
4-1資訊實用性 Usefulness of Information 37
4-2 留住訪客Conservation of Visitors 38
4-3 提高再訪率Generation of Returns Visits 39
4-4 研究討論 40
4-4 實務意涵 42
第五章 結論與建議 44
5-1研究結論 44
5-2研究限制與建議 45
參考文獻 46
附錄 50

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