Facebook社群經營與遊戲App下載生命週期之關係

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姓名

張肇麟(Chao-lin Chang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

Facebook社群經營與遊戲App下載生命週期之關係
(The relationship between Facebook operation and download life cycle of game App)

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摘要(中)

近年來全球行動裝置出貨量大幅成長其遊戲App也隨之興起並對遊戲市場帶來重大影響，同時社群媒體逐漸被企業重視，企業開始大量投入社群媒體以推廣品牌理念以及經營顧客關係，多方的參與以及分享圖文資訊的功能更強化了社群平台對使用者以及企業的吸引力，其中遊戲產業也開始大量使用社群媒體來與玩家互動並建立關係。本研究以Apple iOS平台的熱門遊戲App與社群媒體Facebook為研究範圍，首先針對過去文獻加以整理並發展衡量遊戲App下載生命週期之方法，同時為了解Facebook社群經營與遊戲App下載生命週期之關係，本研究選擇相關指標來衡量粉絲專頁對遊戲App下載生命週期之影響，其中4項指標分別為按讚數、正在談論人數、發文數、多媒體數，同時本研究針對不同經營模式探討各項指標以及下載生命週期於付費遊戲與免費遊戲間之差異。研究結果顯示付費遊戲App各指標均大於免費遊戲App，另外，在一般情況下發文數對下載生命週期數影響相對較大且具正向影響，同時付費與免費遊戲App經營粉絲專頁對下載生命週期之影響的確存在不同情況，在免費遊戲中發文數相對其他變數影響較大且具正向影響，在付費遊戲中按讚數與正在談論人數相對有較大影響其中按讚數則具正向影響而正在談論人數則具負向影響。總結而言，本研究結果可為遊戲App供應商做為衡量遊戲App下載生命週期之方法以及在經營粉絲專頁各項指標上與遊戲App下載生命週期間關係之參考。

摘要(英)

To understand how to evaluate the life cycle of a game app, the first objective of this study is to develop a life cycle measurement based on the download ranking and the number of weeks in the top-100 app download chart. Meanwhile, this study also proposed hypotheses to test whether there are differences on the performance of Facebook fan page between paid game apps and free game apps. The performance indicators of Facebook fan page considered in the study include "the number of likes", "the number of talking about", "the number of posts", and "the number of multimedia". In addition, this study also evaluated whether the performances of Facebook fan age have significant impacts on the download life cycle of game apps. Based on the data of top game apps from 2011 to 2013, the results of hypotheses tests indicated that all the performance indicators of the Facebook fan page in paid game apps are higher than free game apps. Meanwhile, the number of posts has positive effects on download life cycle. The results also show that the performances of paid game apps and free game apps have different impacts on the download life cycle of game apps. While the number of posts has positive effect on the download life cycle in free game apps, the number of likes and the number of talking about have positive and negative effects respectively on the download life cycle of paid game apps.

關鍵字(中)

★ 遊戲App
★ 臉書
★ 粉絲專頁
★ 社群媒體

關鍵字(英)

★ Game App
★ Facebook
★ Fan page
★ Social Media

論文目次

中文摘要 i
ABSTRACT ii
誌謝 iii
表目錄 vi
圖目錄 vii
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 3
第二章文獻探討 5
2.1行動裝置與遊戲App 5
2.2社群媒體的效益 9
第三章研究方法與步驟 13
3.1變數選擇 13
3.2研究假設 17
3.3假設檢定 21
3.3.1 H1~H5檢定步驟 22
3.3.2 H6檢定步驟 23
第四章研究結果與推論 26
4.1資料收集與敘述統計 26
4.2 H1~H5檢定結果 33
4.2.1 H1檢定結果 33
4.2.2 H2檢定結果 34
4.2.3 H3檢定結果 35
4.2.4 H4檢定結果 37
4.2.5 H5檢定結果 38
4.3 H6檢定結果 39
4.3.1模型選擇 39
4.3.2迴歸診斷 40
4.3.3迴歸模型推論 42
第五章結論與建議 45
文獻參考 49
附錄 53

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指導教授

沈建文

審核日期

2014-7-1

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