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研究生:楊少華
研究生(外文):Yang, Shao-Hua
論文名稱:外交部臉書粉絲專頁使用影響因素之研究
論文名稱(外文):A Study of Factors Affecting Public Use of the Ministry of Foreign Affairs Facebook Page
指導教授:周世玉周世玉引用關係
指導教授(外文):Shih-Yu Chou
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:高階經理人企業管理碩士在職專班(EMBA)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:44
中文關鍵詞:臉書科技接受模型新媒體
外文關鍵詞:FacebookTechnology Acceptance ModelNew Media
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  • 點閱點閱:161
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  • 下載下載:18
  • 收藏至我的研究室書目清單書目收藏:0
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
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