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研究生:楊謹綺
研究生(外文):Chin-Chi Yang
論文名稱:溝通新方法!國軍社群網站經營策略之研究─以中華民國海軍臉書粉絲專頁為例
論文名稱(外文):A new way to communicate ! Research on the management strategy of R.O.C military social website-Take R.O.C Navy Facebook fan page for example
指導教授:傅振瑞傅振瑞引用關係
指導教授(外文):Jen-Ruei Fu
口試委員:陳小芬許瓊文傅振瑞
口試委員(外文):CHEN,XIAO-FENCyong-wun SyuJen-Ruei Fu
口試日期:2019-06-13
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:資訊管理系
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:2019
畢業學年度:107
語文別:中文
論文頁數:99
中文關鍵詞:中華民國海軍臉書臉書粉絲專頁訊息媒介特質內容分析法施測 者間信度
外文關鍵詞:Republic of China Navy FacebookFacebook fan pagemessage media traitscontent analysisinter-tester reliability
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 在傳播科技的發展演進下,越來越多民眾開始運用社群媒體關注國防相關事務,臉書(Facebook)的出現不只改變了個人生活,更影響了媒體環境,成為國防部門用於政策溝通、爭取民意支持的新媒體平臺,自2007 年起英國、美國等國家軍隊均已陸續成立軍種專屬的粉絲專頁,而我國國防部也在 2011 年 5 月 24 日時開啟了軍方公部門與民眾雙向溝通的大門,正式成立了國防部發言人臉書粉絲專頁; 2014年2月20日時,海軍司令部成立中華民國海軍臉書粉絲專頁,迄今追蹤人數已高達7萬多人次,但單篇文章的互動次數卻尚未突破萬人,因此本研究試圖透過分析中華民國海軍臉書之發文,瞭解目前網站經營策略。
本研究採用內容分析法,針對中華民國海軍臉書粉絲專頁107年7月1日到11月30的180篇發文,區分發文策略、發文內容、發文性質、溝通方向以及發佈時間等五項分類進行分析,經統計每篇文章的按讚數、留言數、分享數等數據發現:
1.在全部發文內容中,「抽獎活動」是最能有效吸引中華民國海軍臉書粉絲專頁之閱聽人互動方式,不論是對於按讚數、留言數、分享數都有顯著之影響。
2.發文策略以「影片」方式,最能有效吸引閱聽人按讚互動。
3.溝通方向若以「雙向對話模式」,可提升閱聽人互動意願。 

4.「發佈時間」不影響中華民國海軍臉書粉絲專頁閱聽人互動之意願。
Under the development of communication technology, More and more people began to pay their attention to national defense affairs by using social media. The rise of Facebook not only changed the personal life, but also affected the media environment and became the policy advocacy and supporting competitions of national defense departments. the new media platform, since 2007, supported by the United Kingdom, the United States and many other countries have gradually established a military-specific fan page. Our Ministry of National Defense has also set up a Facebook fan page on May 24, 2011, which is a bilateral way of communication between the military and the civilians. On February 20, 2014, the Navy Command Headquarters of NMD established a Facebook fan page, and so far the number of followers has reached more than 70,000. While the interactions between the military and civilians of each article has not exceeded 10,000 people. Therefore, this study attempts to understand the current website management strategy by analyzing the posting of the Republic of China Navy's Facebook.
This study uses the content analysis method to publish 180 articles of the Republic of China Navy Facebook fan page from July 1st to November 30th, 107, and distributes five categories: document strategy, document content, document nature, communication direction and release time. Analyze and find out by data such as the number of praises, the number of comments, and the number of shares in each article:
1. Among all the published content, the "sweepstakes" is the most effective way to attract the readers, which has a significant impact on the number of votes, messages and the shares.
2. The most effective way to attract readers to interact with each other and thumb up is "video".
3. If the communication direction is "bilateral Reader’s", the reader's willingness to interact will be enhanced.
4. "Publishing time" does not affect the readers’ willing of interaction of the Republic of China Navy's Facebook fan page to listen to people's interactions.
第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究流程
第二章 文獻探討
2.1網路發展與社群媒體的興起
2.1.1網路發展
2.1.2社群媒體的興起
2.2訊息媒介特質對閱聽人之影響
2.2.1訊息的生動性
2.2.2訊息的互動性
2.3臉書專頁
2.3.1臉書專頁的經營
2.3.2臉書演算法的演進
2.3.3臉書粉絲專頁種類比較
第三章 研究方法
3.1研究假說
3.2內容分析法
3.2.1內容分析法之特性
3.2.2內容分析法之功用
3.2.3 內容分析法的優缺點
3.2.4內容分析的定質分析和定量分析
3.3研究範圍與研究設計
3.3.1研究對象
3.3.2研究範圍
3.3.3變項定義與測量
3.4書寫策略
3.4.1類目建構原則
3.4.2經營策略
3.4.3發文策略
3.5 信度檢測與統計工具
3.5.1施測者間信度
3.5.2驗證信度及效度
第四章 研究實證分析
4.1研究假說檢定結果
4.2中華民國海軍臉書粉絲專頁經營模式研析
4.3形式對於按讚數、留言數、分享數的影響
4.4內容對於按讚數、留言數、分享數的影響
4.5性質對於按讚數、留言數、分享數的影響
4.6方向對於按讚數、留言數、分享數的影響
4.7發佈時間對於按讚數、留言數、分享數的影響
第五章 結論與建議
5.1 研究結論
5.1.1.抽獎活動最能有效引起閱聽人之互動
5.1.2. 影片能有效吸引閱聽人按讚互動
5.1.3. 發文方向若以雙向對話模式可吸引閱聽人互動
5.1.4中華民國海軍臉書粉絲專頁發佈時間不影響閱聽人之回應及共鳴
5.2研究建議
5.2.1同日發文內容避免重複
5.2.2規劃發文策略,提升敘事性
5.3研究限制
5.3.1 Facebook 演算法掌握能見度控制的權力
5.3.2統計時間內之特殊節慶活動
5.4後續研究建議
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