臺灣博碩士論文加值系統

順應新媒體時代來臨，為利國內民眾瞭解外交部日常業務，並強化與民眾間之互動，以期政府的外交施政作為能夠讓人民「有感」，外交部於2017年7月21日在臉書（Facebook）平台正式成立「外交部官方粉絲團」。經營兩年多以來，外交部臉書專頁迄已累計逾16萬名粉絲，經營成效看似良好；惟有鑒於政府機關有別於私人企業或團體係以「營利」為目的，臉書經營管理之優劣，難以用具體交易「營收」作為衡量，粉絲人數的成長原因，與粉絲專頁經營之良窳亦非盡成完全正相關，於是本研究擬採取適當方式，釐清探究真正讓粉絲樂願使用外交部粉專的關鍵因素，以作為日後經營的參考依據。在進行樣本資料實證分析之後，主要的研究結果如下：
一、對粉絲頁態度對粉絲頁忠誠度有正向影響。
二、經營風格認同對粉絲頁忠誠度有正向影響。
三、對粉絲頁信任對粉絲頁忠誠度有正向影響。
四、粉絲頁有用性對粉絲頁忠誠度有正向影響。
五、經營風格認同對粉絲頁態度有正向影響。
六、對粉絲頁信任對粉絲頁態度有正向影響。
七、粉絲頁有用性對粉絲頁態度有正向影響。
八、經營風格認同對粉絲頁信任有正向影響。
關鍵字：臉書、科技接受模型、新媒體

With the advent of the new media era, to facilitate the public's understanding of the Ministry of Foreign Affairs' day-to-day operations, increase interaction and to raise awareness of diplomatic governance, the ministry launched a Facebook Page on July 21, 2017. In the two years since the launch, the Page has accumulated over 160,000 fans, suggesting it is being managed successfully. However, while the success or failure of a private sector Facebook Page can be judged on the basis of conversions leading to real revenue, this is not true of a public sector institution such as a government ministry. The purpose of this thesis, therefore, is to formulate a successful method to discover the factors which push up public interaction with the ministry's Page, as a reference for day-to-day operations. Empirical analysis has led to the following conclusions:
1. Attitude has a positive impact on member interaction.
2. Operation style has a positive impact on member interaction.
3. Trust has a positive effect on member interaction.
4. Usefulness has a positive effect on member interaction.
5. Operation style has a positive impact on attitude.
6. Trust has a positive effect on member attitude.
7. Usefulness has a positive effect on member attitude.
8. Operation style has a positive effect on member trust.
Keywords: Facebook, Technology Acceptance Model, New Media

第一章 緒論 1
第一節 研究背景與動機 1
第二節 主要研究問題與研究目的 3
第三節 研究流程與章節架構 5

第二章 文獻探討 7
第一節 科技接受模型 7
第二節 新媒體功能之相關研究 8
第三節 文宣媒介呈現風格之相關論述 9
第四節 小結 10

第三章 研究方法 11
第一節 研究架構與推論假說 11
第二節 問卷設計 15
第三節 資料收集方法 18
第四節 分析方法簡述 18

第四章 實證分析 21
第一節 樣本組成分析 21
第二節 信效度分析 24
第三節 多元迴歸分析 25

第五章 結論與建議 27
第一節 研究發現與整理 27
第二節 實務意涵與建議 29
第三節 研究限制與貢獻 35

參考文獻 36
附錄(問卷調查) 42

A. 中文文獻
莊克仁（2016）。新媒體理論與實證研究。臺北市：五南，頁70。

B. 外文文獻
Ajzen, I. (1991), “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, Vol. 50 No. 2, pp. 179-211.
Ball-Rokeach, S.J. (1985), “The origins of individual media-system dependency: a sociological.
framework”, Communication Research, Vol. 12 No. 4, pp. 485-510.
Benkler, Y (2006) The Wealth of Networks: How Social Production Transforms Markets and Freedom.New Haven and London: Yale University Press.
Bewley, W.L. , Roberts, T.L. , Schoit, D. , and Verplank, W.L. (1983). Human factors testing in the design of Xerox's 8010 ‘Star’ office workstation. Communications of the ACM, 26(1), 72–77.
Bloemer, J. and De Ruyter, K. (1997), “On the relationship between store image, store
satisfaction and store loyalty”, European Journal of Marketing, Vol. 32 Nos 5/6, pp. 499-513.
Boiarsky, C. (2002) ‘This is Not Our Father’s Generation: Web Pages, the Chicago Lyric Opera, and the Philadelphia Orchestra’, Journal of Popular Culture 36(1): 14-24.
Brandtzaeg, P.B. and Heim, J. (2008), “User loyalty and online communities: why members of online communities are not faithful”, 2nd International Conference on Intelligent Technologies for Interactive Entertainment Proceedings of the International Conference, Cancún, ICTS, Brussels, pp. 1-10.
Casaló, L., Flavi_an, C. and Guinalı´u, M. (2011), “Antecedents and consequences of consumer participation in online communities: the case of the travel sector”, International Journal of Electronic Commerce, Vol. 15 No. 2, pp. 137-167.
Cho, D.-W. and Hwang, K.-Y. (2001), “Determinants of internet banking usage behavior: applying theory of planned behaviour”, Korean Management Review, Vol. 30 No. 4, pp. 1225-1249.
Clark, L. S. (1998) ‘Dating on the Net: Teens and the Rise of “Pure” Relationship’, in S. G. Jones (ed.) Cybersociety, pp. 159-83. Thousand Oaks, CA: Sage.
Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, Vol. 13 No. 3, pp. 319-340.
Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989), “User acceptance of computer technology: a comparison of two theoretical models”, Management Science, Vol. 35 No. 8, pp. 982-1003.
De Wulf, K. and Odekerken-Schro¨der, G. (2003), “Assessing the impact of a retailer’s relationship efforts on consumer attitudes and behaviour”, Journal of Retailing and Consumer Services, Vol. 10 No. 2, pp. 95-108.
Dick, A. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.
Dwyer, F.R., Schurr, P.H. and Oh, S. (1987), “Developing buyer-seller relationships”, Journal of Marketing, Vol. 5 No. 2, pp. 11-27.
Eccles, J. (1983). Expectancies, values, and academic behaviors. In J. T. Spence (Ed.), Achievement and achievement motives: Psychological and sociological approaches (pp. 75-146).
Eltantawy, N, Wiest, JB (2011) The Arab spring Social media in the Egyptian revolution: reconsidering resource mobilization theory. International Journal of Communication 5: 18.
Facer, K., Sutherland, R., Furlong, R. and J. Furlong (2001b) ‘What’s the Point of Using Computers? The Development of Young People’s Computer Expertise in The Home’, New Media & Society 3(2): 199-219.
Festinger, L. (1957). A Theory of Cognitive Dissonance. California: Stanford University Press.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, New York, NY.
Flavián, C., Guinaliu, M. and Gurrea, R. (2006), “The role played by perceived usability, satisfaction and consumer trust on website loyalty”, Information and Management, Vol. 43 No. 1, pp. 1-14.
Freeman, J (2016) Digital civic participation in Australian local governments: everyday practices and opportunities for engagement. In Sobaci, MZ (ed.) Social Media and Local Governments. San Antonio, TX: Springer International Publishing, pp.195–218.
George, M.Z. (2002), “Promoting services via the internet: new opportunities and challenges”, Journal of Services Marketing, Vol. 16 No. 5, pp. 412-423.
Grönroos, C. (1990), Service Management and Marketing: Managing Moments of Truth in Service Competition, Lexington Books, Lexington.
Gross, E. F., Juvonen, J. and S.L. Gable (2002) ‘Internet Use and Well-being in Adolescence’, Journal of Social Issues 58(1): 75-90.
Hewett, K. and Bearden, W.O. (2001), “Dependence, trust, and relational behavior on the part of foreign subsidiary marketing operations: implications for managing global marketing operations”, Journal of Marketing, Vol. 65 No. 4, pp. 51-67.
Heider, Fritz (1946). "Attitudes and Cognitive Organization". The Journal of Psychology. 21: 107–112.
Jarvenpaa, S., Tractinsky, N. and Vitale, M. (2000), “Consumer trust in an internet store”, Information Technology and Management, Vol. 1 Nos 1/2, pp. 45-71.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective.
Kline, R. B. (2005). Principles and practice of structural equation modeling, 2 nd . New York: Guilford.
LaRose, R. L. and M. S. Eastin (2002) ‘Is Online Buying Out of Control? Electronic Commerce and Consumer Self-regulation’, Journal of Broadcasting & Electronic Media 46(4): 549-64.
Liao, S., Shao, Y., Wang, H. and Chen, A. (1999), “The adoption of virtual banking: an empirical study”, International Journal of Information Management, Vol. 19 No. 1, pp. 63-74.
Luque, T., Castañeda, J.A., Frías, D.M. and Muñoz, F. (2007), “Determinants of use of the internet as a tourist information source”, The Service Industries Journal, Vol. 27 No. 7, pp. 881-891.
MA. Harris, L.C. and Goode, M.H. (2004), “The four levels of loyalty and the pivotal role of trust: a study of online service dynamics”, Journal of Retailing, Vol. 80 No. 2, pp. 139-158.
Mayer, R., Davis, J. and Shoorman, F. (1995), “An integrative model of organizational trust”, Academy of Management Review, Vol. 20 No. 3, pp. 709-734.
McDonald, R. P., & Ho, M. H. R. (2002). Principles and Practice in Reporting Structural Equation Analyses. Psychological Methods, 7(1), 64- 82.
McKnight, D.H., Cummings, L.L. and Chervany, N.L. (1998), “Initial trust formation in new organizational relationships”, Academy of Management Review, Vol. 23 No. 3, pp. 473-490.
McQuail, D. ed, McQuail, D., Blumler, J.G. & Brown, J.R. (1972). The Television Audience: A Revised Perspective.
Michael R. Solomon (2002). Consumer Behavior: Buying, Having, and Being.
Ok, S.-J. and Shon, J.-H. (2006), “The determinant of internet banking usage behavior in Korea: a comparison of two theoretical models”, paper presented at CollECTeR, Adelaide, 9 December.
Osgood, C. E., & Tannenbaum, P. H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62(1), 42–55.
Perse, Elizabeth M.; Dunn, Debra Greenberg (1998). The Utility of Home Computers and Media Use: Implications of Multimedia and Connectivity.
Roberts, K., Varki, S. and Brodie, R. (2003), “Measuring the quality of relationships in consumer services: an empirical study”, European Journal of Marketing, Vol. 37 Nos 1/2, pp. 169-196.
Ruggiero, T. E. (2000). Uses and Gratifications Theory in the 21st Century. Mass Communication & Society, 3, 3-37.
Shin, D. (2010), “Analysis of online social networks: a cross-national study”, Online Information Review, Vol. 34 No. 3, pp. 473-495.
Sirdeshmukh, D., Singh, J. and Sabol, B. (2002), “Consumer trust, value and loyalty in relational exchanges”, Journal of Marketing, Vol. 66 No. 1, pp. 15-37.
Sundar, S.S. and Limperos, A.M. (2013) Uses and Grats 2.0 New Gratifications for New Media. Journal of Broadcasting & Electronic Media, 57, 504-525.
Tsai, T. (2006), “An extension of TAM with TPB for online game to predict loyalty”, master’s thesis, available at: http://203.64.120.207/ETD-db/ETD-search/view_etd?URN¼etd-0801107-104226 (accessed 12 April 2011).
Zheng, L, Zheng, T (2014) Innovation through social media in the public sector: information and interactions. Government Information Quarterly 31: S106–S117.