跳到主要內容

臺灣博碩士論文加值系統

(18.97.9.172) 您好!臺灣時間:2025/02/10 13:02
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:阮氏絲
研究生(外文):NGUYEN , THI LUA
論文名稱:台越社群媒體平台方案之選擇
論文名稱(外文):The Comparison Studies between Taiwanese and VietnameseSocial Media Platform
指導教授:蔡翠旭蔡翠旭引用關係
指導教授(外文):THU-HSU,TSAI
口試委員:江莞兒王淑滿
口試委員(外文):Wan-Erh ChiangWANG, SHU-MAN
口試日期:2019-06-28
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:行銷管理系
學門:商業及管理學門
學類:行銷與流通學類
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:52
中文關鍵詞:社群媒體社群實用行為熵值權重法TOPSIS法
外文關鍵詞:social mediauser behaviorentropy weightingTOPSIS
相關次數:
  • 被引用被引用:0
  • 點閱點閱:120
  • 評分評分:
  • 下載下載:1
  • 收藏至我的研究室書目清單書目收藏:0
隨著社群網路的發展出各式各樣的社群媒體,以及使用社群的人數持續上升,因此,社群媒體被視為新興的行銷溝通管道之一。人們可以透過社群媒體進行溝通,改善社交關係,得到娛樂用,來創作,分享,交流意見等。社群媒體可以用不同的形式來呈現,包括文字,圖案和音樂等。 社群媒體服務已經深入一般人的生活,服務內容也更多元,且加上硬體廠商不斷精進,軟體業者配合提升服務內容,社群媒體已成了多數現代人不可分割的生活必備品。
本研究根據社群媒體行銷衡量相關文獻指出有關瀏覽/蒐集,發布/分享,對話/評論,加入以共同創造等特性建立社群媒體行銷最主要研究架構,並以台灣及越南人一般較熟悉的社群媒體包括 Facebook,Instagram, Line, Zalo等四個社群媒體作為觀察對象,並針對越南社群媒體平台體與台灣社群媒體平台之比較使用者之樣本資料進行分析, 透過發問卷調查方式、先以敘述性統計分析、信度分析、熵值權重法計算權重後,再以 TOPSIS 法分析社群媒體平台之選擇優先順序。台灣和越南的比較,第一名的社群媒體都是Facebook; 第二名兩國不同,在台灣很喜歡用Line,在越南喜歡用當地的社群媒體Zalo, 第三名則是Instagram兩國ㄧ樣。最後研究結果可提供後續社群行銷進行修改平台決策之參考。
關鍵字:社群媒體、社群實用行為、熵值權重法、TOPSIS法。


As the social network develops a wide variety of social media and the number of people using the community continues to rise, social media is seen as one of the emerging channels of marketing communication. People can communicate through social media, improve social relationships, get entertainment, create, share, and exchange ideas. Social media can be presented in different forms, including text, graphics, and music. The social media service has penetrated into the lives of ordinary people, and the service content is more and more, and with the continuous improvement of hardware manufacturers, the software industry has cooperated with the promotion of service content. The social media has become an indispensable life essential for most modern people.
This study, based on social media , refers to relevant literature on browsing/collecting, posting/sharing, conversations/comment, joining and creating to establish the main research framework for social media marketing, and generally compares Taiwanese and Vietnamese. Familiar social media, including Facebook, Instagram, Line, Zalo and other four social media as observation targets, and analyze the sample data of the comparison media between the Vietnamese social media platform and the Taiwan social media platform. After the questionnaire survey method, the narrative statistical analysis, the reliability analysis, and the entropy weight method were used to calculate the weights, the TOPSIS method was used to analyze the selection priorities of the social media platform. Compared with Taiwan and Vietnam, the first social media is Facebook; the second is different in the two countries. Like to use Line in Taiwan. Like to use local social media Zalo in Vietnam, and the third is Instagram. The final findings provide a reference for subsequent community marketing to make changes to the platform decision.
Keywords: social media, user behavior, entropy weighting, TOPSIS.

目次
謝詞 ..I
摘要 .II.
Abstract ..III
目次 IV
圖次 VI
表次 VII
第一章 緒論 1
1.1研究背景與動機 9
1.2研究目的 10
1-3研究內容與流程 3
第二章文獻探討 4
2.1社群媒體 12
2.2社群媒體使用行為 6
2.3台灣與越南社群媒體 9
2.4熵值(Entropy)權重法之文獻探討 12
2.5 Topsis 法之文獻探討 14
第三章 研究方法 17
3.1 研究架構 17
3.2 變數定義與測量 18
3.3 敘述性統計分析 20
3.4 信度分析 20
3.5熵值(Entropy)權重法 20
3.6 Topsis法 21
第四章 研究結果 23
4.1敘述性統計分析 23
4.2信度分析 24
4.3熵值(Entropy)取得客觀權重 25
4.4 Topsis 法評估最佳平台 29
第五章 結論與建議 34
5.1研究結果 34
5.2研究建議 35
5.3研究限制 36
參考文獻 37
中文部分 37
英文部分 38
網路資料 43
附錄問卷 45


中文部分
1.吳心恬(1997),《媒體特性對說服效果之影響---WWW 媒體之實驗室研究》,國立中央大學資訊管理所碩士論文。
2.吳國豪(1999)。網際網路虛擬社群象徵互動之探索—以 icr.hinet.net 為例。淡江大學大眾傳播學系碩士論文。
3.呂文堯、陳葶栩、張震鐘(2014),以 TOPSIS 法評估室內設計圖,技術學刊,-以台中市居民為例。社會科學。
4.李翊禎(2017) 南海聲索國家軍事能力評估之研究-以灰色關聯分析與熵值權重法為例。管理學。
5.周翊莆(2018) 運用Entropy、Topsis法與灰關聯分析探討區域經濟整合國家經濟及軍事能力關聯性之研究: 以RCEP與CPTPP成員國為例。社會科學。
6.林玟妤、王琪、傅琪雅、林嘉宜、馮欣逸、鄧必姍(2014)。人格特質與網路社群使用方式對人際關係間影響效果之探討(未出版之碩士論 文)。龍華科技大學,桃園。
7.林添佑、周台龍、謝素琴(2016) , 美白產品消費者價值驅動因素之探討的服務品質。管理資訊計算,第 3 卷,特刊,417-427。
8.張宗翰、楊佩蓉(2015),以 Entropy-Based TOPSIS 檢視資台灣觀光飯店經營。績效與策略研究,12(2),31-53。
9.張隆城、黃雅蘭、李明儒(2015), 澎湖發展低碳旅遊的評估架構與潛力島嶼評選。休閒產業管理學刊,8(2),22-45。
10.郭信霖、李素惠(2013),基於熵權和層級分析權重係數的咖啡服務品質模糊綜合評價。管理資訊計算,2(2),11-19。
11.郭信霖、李素惠、陳慎健(2014) ,使用熵權和改進 FAHP 法評估圖書館的服務品質。管理資訊計算,第 3 卷,特刊,417-427。
12.陳珮瑩、李素惠、 郭信霖 (2013)選擇圖書館方式的TOPSIS法和灰色關聯
投影法。管理學。休閒產業管理學刊,8(2),22-45。
13.劉宜芳(2005)。依附風格對於即時通訊使用行為之影響(未出版之碩士論文)。東吳大學,台北。
14.戴君諺(2017)。即時通訊軟體 LINE 對部隊組織溝通效能及組織溝通效能及團隊凝聚力之(未出版之碩士論文)。國防大學,桃園。
15.謝亞君(2017) ,消費者網購平台選擇決策之研究。管理學,12(2) ,31-35。
16.韓凱聿(2016) 運用Entropy權重法與TOPSIS法於軍事能力評估之研究。管理學。
17.顏和正譯(2011)。《行銷 3.0:與消費者心靈共鳴》。台北:天下。(原書:Kotler, Philip Kotler、Hermawan Kartajaya、Iwan Setiawan)。
英文部分
1.Alwagait, E., Shahzad, B., & Alim, S. (2015). Impact of Social Media Usage on Students Academic Performance in Saudi Arabia Computers in Human Behavior, 51, 1092-1097.
2.Asur, S., & Huberman, B. A. “Predicting the future with social media”, In Web Intelligence and Intelligent Agent Technology (WI-IAT), 2010 IEEE/WIC/ACM International Conference on IEEE, Vol. 1, 2010, pp. 492-499.
3.Azeem, A., & Haq, Z. U. (2012). Perception towards internet advertising: A study with reference to three different demographic groups. Global Business and Management Research: An International Journal, 4(1), 28-45.
4.Bulletin of Science, Technology and Society, 30(5), 309-315.Casaló, L.V., Flavián, C., & Guinalíu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30(4), 357-367.
5.Cheung, C. M. Y., Shek, S. P. W., & Sia, C. L. (2004). Virtual community of consumers:Why people are willing to contribute. Symposium conducted at the meeting of the 8th Pacific-Asia conference, Shanghai, China.
6.Dholakia,U.M.& Bagozzi, R. P. (2004). Motivational antecedents, constituents, and consequents of virtual community identity. In S. Godar, & S. Pixie-Ferris (Eds.), Virtual and collaborative teams: Process, technologies, and practice (pp.253-268). Hershey, PA: IDEA Group.
7.Dholakia,U.M., Bagozzi,R.P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241-263.
8.Ellonen, H. K., Tarkiainen, A., & Kuivalainen, O. (2010). The effect of website usage and virtual community participation on brand relationships.International Journal of Internet Marketing and Advertising, 6(1), 85-105.
9.Han, J., & Lee, H. (2016). Characterizing the Interests of Social Media Users: Refinement of a Topic Model for Incorporating Heterogeneous Media. Information Sciences, (358-359), 112-128.
10.Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311.
11.Hogan, B., & Quan-Haase, A. (2010). Persistence and change in social media.Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. “Twitter power: Tweets as electronic word of mouth”, Journal of the American society for information science and technology, Vol. 60(11), 2009, pp. 2169-2188.
12.Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68.
13.Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
14.Kurtuluş, S., Özkan, E., & Öztürk, S. (2015). How Do Social Media Users in Turkey Differ in Terms of Their Use Habits and Preferences?. International Journal of Business and Information, 10(3), 337-364.
15.Leskovec, J., Adamic, L.A., & Huberman, B.A. “The dynamics of viral marketing”, ACM Transactions on the Web (TWEB), Vol. 1(1), 2007, Article 5.
16.Li, C., & Bernoff, J. (2008). Groundswell: Winning in a World Transformed by Social Technologies. Boston:Harvard Business Press.
17.Madupu, V. (2006). Online brand community participation: Antecedents and consequences. (Doctoraldissertation).University of Memphis, Tennessee, Retrieved
fromhttp://search.proquest.com.sw.library.ntpu.edu.tw:81/docview/304911502/fulltextPDF/14189804012618BC 52D/1?accountid=8008.
18.Madupu, V., & Cooley, D. O. (2010). Antecedents and consequences of online
brand community participation: A conceptual frameword.Journal of Internet , 9(2), 127-147.
19.Mangold,W. G., & Faulds, D. J. “Social media: The new hybrid element of the promotion mix”, Business horizons, Vol. 52(4), 2009, pp. 357-365.
20.Martin, W. C. (2009). Investigating the antecedents and consequences of perceived connectedness to brand users: Brand communities versus brandcollectivities (Doctoral dissertation). Mississippi State University, Mississippi, MS. May 8, 2014. Retrieved from http://search.proquest.com.sw.library.ntpu.edu.tw:81/docview/
304941309/fulltextPDF/1418990F8CB483498E6/1?accountid
21.McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.
22.Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
23.O’Reilly, T. (2005). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. May 8, 2014. Retrieved from http:// www.oreillynet.com/lpt/a/6228.
24.P., Kartajaya, H., & Setiawan, I. [2010]. Marketing 3.0: From Products to Customers to the Human Spirit, Hoboken, NJ, USA: John Wiley & Sons, Inc.
25.Powers, T., Advincula, D., Austin, M. S., Graiko, S., & Snyder, J. “Digital and Social Media In the Purchase Decision Process A Special Report from the Advertising Research Foundation”, Journal of advertising research, Vol. 52(4), 2012, pp. 479-489.
26.Preece, J. (2000). Online Communities: Designing Usability and Supporting Socialbilty. New York: John Wiley & Sons, Inc..
27.Raies, K., & Gavard-Perret, M. L. (2011). Brand loyalty intention among members of a virtual brand community: the dual role of commitment. Academy of Marketing Science World Congress AMS, 26(3), 23-41.
28.Rettberg, J. W. (2009). ‘Freshly generated for you, and Barack Obama’: how social media represent your life. European Journal of Communication, 24(4), 451-466.
29.Richins, M. L., & Bloch, P. H. (1986). After the new wears off : The temporal context of product involvement. Journal of Consumer Research, 13(2), 280-285
30.Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of Consumer Research, 30(3), 385-404.
40.Shang, R. A., Chen, Y. C., & Liao, H. J. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4), 398-418.
May 8, 2014. Retrieved from http://www.emeraldinsight.com/journals.htm?articleid=1567397&show=abstract
41.Shao, G. (2009). Understanding the Appeal of User-Generated Media: A Uses and Gratification Perspective. Internet Research, 19(1), 7-25.
42.Smith, M., & Kollock P. (1999) Introduction: Communities in Cyberspace. In Communities in Cyberspace: Perspectives on New Forms of Social Organizations. London: Routledge
43.Sohn, Y. (2005). Opinion leaders and seekers in online brand communities: Centered on Korean digital camera brand communities. (Master's thesis). Florida State University, Florida, FL. May 8, 2014. Retrieved from http://195.130.87.21:8080/dspace/bitstream/23456789/396/1/01_syj_leadersh ip.pdf.
44.Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-mouth communications: a motivational analysis. Advances in Consumer Research, 25(1), 527-531.
45.Taylor, David G., Lewin, Jeffrey E., & Strutton, David. (2011). Friends, Fans, and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity. Journal of Advertising Research, 51(1), 258-275.
46.Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The Effects of Social Media Marketing on Online Consumer Behavior. International Journal of Business and Management, 8(14), 66-79.
47.Wang, Y., Min, Q., & Han, S. (2016). Understanding the Effects of Trust and Risk on Individual Behavior Toward Social Media Platforms: A Meta-Analysis of the Empirical Evidence. Computers in Human Behavior, 56, 34-44.
48.Wilcox, K., & Stephen, A. “Are close friends the enemy? Online social networks,self-esteem, and self-control”, Journal of Consumer Research, Vol. 40(1), 2013, pp. 90-103.
49.Woisetschläger, D. M., Hartleb, V., & Blut, M. (2008). How to make brand communities work: antecedents and consequences of consumer participation. Journal of Relationship Marketing, 7(3), 237-256.
50.Yeh,Y.H., & Choi, S. M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162.
51.Yeo, T. E. D. “Social-media early adopters don’t count: How to seed partici-pation in interactive campaigns by psychological profiling of digital consumers”, Journal of Advertising Research, Vol. 52(3), 2012, pp. 297-308.
52.Zhao, M., & Dholakia, R.R. (2009). A multi-attribute model of web site interactivity and customer satisfaction: An application of the Kano model. Managing Service Quality, 19(3), 286-307.
三、網路資源
1.Pariser, E. (2011). Beware Online “Filter Bubbles” [Vedio file]. Retrieved May 15, 20 18, from https://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles。
2.台灣人愛黏社群網站8成有這個帳號 TVBS新聞https://news.tvbs.com.tw/travel/724129。
3. 越南電子商務(2017)ttps://www.brandsvietnam.com/congdong/topic/12420-Nhung-mang-xa-hoi-nao-dang-pho-bien-tai-Viet-Nam。
4.五大社群媒體教戰守則https://www.thenewslens.com/article/95611
https://www.bnext.com.tw/article/41433/line-user-in-taiwan-is-more-than-90-percent
5.Zalo(越南版微信)https://www.newasp.net/android/185650.html
6.資策會 FIND. (2017). 八成以上台灣人愛用 Facebook、Line 坐穩社群網站龍頭 1 人平均擁 4 個社群帳號 年輕人更愛 YouTube 和 IG. Retrieved May 15, 2018,fromhttps://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14#
7..Forrester(2012). Global social media adoption in 2011—A sociacomputingreport. Forrester.RetrievedMay15,2018,fromhttp://www.forrester.com/Global+Social+Media+Adoption+In+2011/fulltext/-/E- RES60605?docid=60605.
8.Line: http://at-blog.line.me/tw/archives/23810069.html,2017年
9.Zalo: https://jingyan.baidu.com/article/46650658feae99f549e5f8e8.html,2016 年



QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊