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研究生:黃韋玲
研究生(外文):HUANG, WEI-LING
論文名稱:快時尚品牌在Facebook粉絲專頁貼文策略與顧客留言分析之研究
論文名稱(外文):Post Strategies and Comment Analysis in Facebook Fan Pages of Fast Fashion Brands
指導教授:陳銘芷陳銘芷引用關係
指導教授(外文):Chen, MING-CHIH
口試委員:姚銘忠何昶鴛
口試委員(外文):YAO, MING-JONGHO, CHAANG-IUAN
口試日期:2019-07-03
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際經營管理碩士學位學程
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:2019
畢業學年度:107
語文別:英文
論文頁數:114
中文關鍵詞:快時尚社群媒體顧客參與情緒分析文字探勘貼文策略
外文關鍵詞:Fast FashionSocial MediaCustomer EngagementSentiment AnalysisText MiningPost Strategies
相關次數:
  • 被引用被引用:1
  • 點閱點閱:466
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  • 下載下載:73
  • 收藏至我的研究室書目清單書目收藏:1
快時尚回應顧客持續改變的時尚偏好與滿足顧客擁有新款式服飾的需求。快時尚公司建立臉書粉絲專頁管理顧客關係,並與顧客互動以了解顧客對產品的需求。臉書粉絲專頁讓快時尚公司集合顧客關於產品的回覆和喜好以發展產品與服務。此研究探討臉書粉絲專頁透過貼文策略,哪些貼文類型吸引比較多顧客參與。此研究資料來自台灣優衣庫, 美國優衣庫, 台灣蓋璞與美國蓋璞四個臉書粉絲專頁。內容分析探討快時尚品牌公司形象與貼文類型。文字探勘、情緒分析與顧客參與指標分析顧客在臉書粉絲專頁的參與與互動。變異數分析分析數值資料包含顧客喜歡、分享與留言數。研究結果顯示顧客對特別專案的貼文類型有最好的情緒分數並且互動比較頻繁。快時尚臉書專頁的貼文策略會影響顧客參與與顧客情緒。透過研究顧客回應發現美國的快時尚品牌需要改善商品運送時間通知與線上系統庫存及下單的問題。台灣顧客在快時尚粉絲專頁有很多留言是針對機能衣的正面評價。台灣顧客在臉書分司專頁看到好的產品或特別專案(線上抽獎活動)喜歡標記朋友。因此,快時尚品牌在台灣可以透過特別專案(線上抽獎活動)吸引更多顧客參與並加強顧客對產品的好感。
Fast Fashion responses to customers’ changing fashion preference and fulfills the demand of having the newest style of clothing. Fast Fashion companies establish Facebook fan pages to manage customer relationship and interact with them to understand their needs on products. Facebook fan page allows Fast Fashion companies gathering customers’ feedbacks about products and fashion preference to develop products and services. This research investigates which post types will lead more customer engagement through the post strategies on Facebook fan page. The data was collected from four Facebook fan pages, Uniqlo Taiwan, Uniqlo USA, Gap Taiwan and Gap USA. The content analysis explores the Fast Fashion brands’ company image and post types. Text mining, sentiment analysis and metrics are used to analyze customer engagement and interaction on Fast Fashion Facebook fan pages. ANOVA is used to analyze the quantitative data including customer’s likes, shares and comments. The results reveal that customers have the most positive sentiment toward the Special project posts and they interact with the related messages more frequently. Customer engagement and sentiment are influenced by the post strategies on Fast Fashion Facebook fan page. From customers’ feedbacks, Fast Fashion brands need to improve the shipping and online system in the USA. The Taiwanese customers of Fast Fashion brands wrote many texts to praise the functional clothing. The Taiwanese like to tag friends when they see good clothing products or Special project (raffle draw) on Fast Fashion Facebook fan pages. Therefore, fast fashion brands in Taiwan can include Special project (raffle draw) to attract customers’ attention on the products.

ABSTRACT------i
TABLE OF CONTENTS------iii
LIST OF TABLES------iv
LIST OF FIGURES------vi
1. INTRODUCTION------001
1.1 Research Background------001
1.2 Research Motivation------006
1.3 Research Objectives------009
1.4 Research Limitations------011
2. LITERATURE REVIEW------012
2.1 Post Strategies in Different Regions------012
2.2 Fast Fashion Management through Social Media------014
2.3 Customer Relationship Management------019
3. METHODOLOGY------025
3.1 Content Analysis------027
3.2 Text Mining------030
3.3 Metrics------032
3.4 ANOVA------032
4. ANALYSIS AND RESULTS------034
4.1 Sample Selection------034
4.2 Analysis Result from Businesses’ Side------035
4.3 Analysis Result from Customers’ Side------043
4.4 The relationship between Fast Fashions and Customers------087
5. CONCLUSION------090
5.1 Research Findings------099
5.2 Implications and Contributions------101
REFERENCES------105
APPENDIX------109
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