FACE BOOK社群經營成功關鍵因素之研究─以A美妝保養公司為例

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姓名

涂惠美(Hui-Mei Tu) 查詢紙本館藏

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高階主管企管碩士班

論文名稱

FACE BOOK社群經營成功關鍵因素之研究─以A美妝保養公司為例

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摘要(中)

台灣是臉書的使用大戶，最新數據指出，臉書在台灣的月活躍用戶數已經突破1,800萬人。因此以臉書粉絲專頁做為商業行銷工具，已是當前大多數企業必要的行銷商業模式。
本研究以探討A美妝保養公司臉書粉絲專頁之傳播訊息與網路口碑對粉絲投入度的影響，並探討此一關係是否會因對品牌社群的認同而產生不同的結果。
本研究係採立意抽樣方式進行問卷調查，正式問卷共發出500份，有效問卷325份。並以A美妝保養公司之臉書粉絲專頁粉絲成員作為研究探討對象，採用階層迴歸分析進行假說驗證。透過本研究結果期望能提供以臉書粉絲專頁為行銷模式的商業行為，能掌握臉書粉絲專頁社群經營，在商業營銷成功模式上之運用。

摘要(英)

Taiwan is a big user of Facebook. According to the latest data, Facebook’s monthly active users in Taiwan have exceeded 18 million. Therefore, using the Facebook fan page as a commercial marketing tool has become a necessary marketing business model for most companies.
This study explores the impact of A Beauty Care′s Facebook fan page news and Internet word-of-mouth on fan engagement, and explores whether this relationship will have different outcomes due to the recognition of the brand community.
This study adopted a sample survey method to conduct questionnaire surveys. Total 500 formal questionnaires issued and 325 valid questionnaires issued. The fan members of the Facebook fan page of A Beauty Care Company were used as research objects, and the regression analysis was used to verify the false positives. Through the results of this study, we hope to provide a Facebook fan page as a marketing model for business activities, and to grasp the use of Facebook fan page community management in the successful business marketing model.

關鍵字(中)

★ 傳播訊息
★ 網路口碑
★ 品牌的社群認同度
★ 臉書粉絲專頁

關鍵字(英)

★ Spread Message
★ IWOM
★ Internet Word of Mouth
★ Brand Community

論文目次

第一章緒論………………………………………………………………………………1
一、研究背景與動機………………………………………………………………………1
二、研究問題與目的………………………………………………………………………3
三、研究方法與步驟………………………………………………………………………4
四、研究流程………………………………………………………………………………5
第二章文獻探討…………………………………………………………………………7
一、社群媒體………………………………………………………………………………7
二、社群媒體行銷…………………………………………………………………………12
三、臉書粉絲專頁…………………………………………………………………………22
四、社群品牌認同…………………………………………………………………………28
第三章研究方法…………………………………………………………………………34
一、研究架構………………………………………………………………………………34
二、研究假設………………………………………………………………………………34
三、研究對象………………………………………………………………………………35
四、研究工具………………………………………………………………………………35
五、研究程序………………………………………………………………………………39
六、資料處理與分析………………………………………………………………………42
第四章資料分析…………………………………………………………………………45
一、臉書粉絲頁社群經營之現況分析………………………………………………45
二、信效度分析……………………………………………………………………………51
三、人口統計變項和各變項之差異性分析………………………………………………53
四、研究假說檢定…………………………………………………………………………57
第五章結論與建議………………………………………………………………………61
一、結論……………………………………………………………………………………61
二、建議……………………………………………………………………………………65
參考文獻………………………………………………………………………………67

參考文獻

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指導教授

鄭晉昌

審核日期

2018-7-20

推文