社群媒體粉絲頁經營之研究─ 以Facebook某健康粉絲頁為例

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葉子筠(Zi-Yun Ye) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

社群媒體粉絲頁經營之研究─ 以Facebook某健康粉絲頁為例
(Message strategies for managing Facebook fan pages : An exploratory study)

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摘要(中)

社群媒體粉絲頁已被證實是訊息曝光以及顧客互動的重要管道，然而人們通常只在粉絲頁被動接收訊息而非主動搜尋訊息，因此管理者如何使用貼文策略(Message Strategies)提升顧客忠誠度非常重要。本研究分析台灣最熱門的「早餐吃麥片」粉絲頁和「健康2.0」粉絲頁於2016年4月1日至9月30日共393篇與388篇貼文，並於2017年5月26日至6月9日發放線上問卷，共回收117份有效問卷，主要目的為(1)探討該粉絲頁使用哪些貼文策略提升貼文觀看人數；(2)辨認哪些是提升貼文觀看人數的重要詞彙(Vocabulary Words)。本研究結果顯示：(1)「早餐吃麥片」管理者最常用的貼文策略為「情緒訴求」，此策略也獲得最多讚和分享數，「互動性」策略則獲得最多留言數；「健康2.0」管理者最常用的貼文策略為「資訊搜尋」，此策略也獲得最多讚、留言數和分享數。但是「鼓勵直接購買」策略是「早餐吃麥片」粉絲頁和「健康2.0」影響力最高的策略前三名；(2)「特價」和「美味」對「早餐吃麥片」的粉絲而言是最具影響力的詞彙，上述詞彙分別為情緒性詞彙及知覺性詞彙；(3)若在「公司品牌名稱」、「動畫」、「互動性」、「資訊搜尋」等策略使用情緒性詞彙，會與粉絲的留言數呈正相關(p<0.05)；而「使用者形象」策略使用情緒性詞彙，則會與粉絲的留言數呈負相關(p<0.05)。本文也探討不同策略對粉絲頁經營的影響，以及不同策略使用社會支持相關詞彙與網友回饋的相關性分析。本研究結果可供健康相關粉絲頁管理者參考，而本研究主要貢獻為幫助管理者使用適當的貼文策略接觸粉絲，提升粉絲對該粉絲頁的忠誠度，並透過粉絲互動增加貼文的曝光度，吸引更多粉絲參與粉絲頁。

摘要(英)

Facebook fan pages are an important channel for message exposure and customer interactions. It has been reported that Facebook fans tend to passively receive messages on a fan page rather than actively search for messages. Therefore, it is important for managers to use suitable message strategies to strengthen customer loyalty. This study employed a content analysis of the message strategies used between 2016/4/1 and 2017/9/30 by MorningShop and TVBS56.health, two of the most popular Facebook fan pages in Taiwan. An online questionnaire was issued, through which 117 valid responses were collected between 2017/5/26 and 2017/6/9. The main purpose was to determine the (1) message strategies and (2) vocabulary in the message strategies used in the fan pages to increase the number of people viewing the page. The results revealed the following. First, the most common message strategy for MorningShop was “Emotional Appeal,” which obtained the most likes and shares, while “Interactivity” received the most comments. For TVBS56.health, it was “Information Search,” which obtained the most likes, comments, and shares. However, it is to be noted that “Direct calls to purchase” was among the top three strategies for both pages. Second, “On sale” and “Delicious” were the most influential words for the MorningShop fans, which are emotional and cognitive vocabulary words. Finally, it was seen that “Company brand name,” “Animation,” “Interactivity,” and “Information Search” with emotional vocabulary words and the number of comments had a positive correlation (p < 0.05); however, “User Image” and the number of comments had a negative correlation (p < 0.05). The main contributions of this research are to help managers use the right message strategies to reach fans, enhance their loyalty to the fan page, and increase the exposure of the fans’ interactions to attract more fans.

關鍵字(中)

★ Facebook粉絲頁經營
★ 貼文策略
★ 內容分析
★ 文字探勘

關鍵字(英)

論文目次

中文摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1　　研究動機與目的 1
1-2　　論文架構 3
二、文獻探討 3
2-1　　廣告 3
2-2　　粉絲頁 4
2-3　　粉絲頁經營 4
2-4　　貼文策略 5
2-5　　直播 7
2-6　　粉絲頁貼文的詞彙 9
2-7　　社會支持在社群媒體的應用 10
2-8　　小結 12
三、研究設計 13
3-1　　研究架構 13
3-2　　研究對象 13
3-3　　資料分析與處理 16
3-3-1　資料前處理 16
3-3-2　內容分析 16
3-3-3　文字探勘 17
四、結果與討論 19
4-1　貼文策略 19
4-1-1　貼文策略使用次數 22
4-1-2　網友回饋 24
4-1-3　影響力指標 25
4-2　　互動性策略 30
4-2-1　策略使用次數 30
4-2-2　影響力指標 30
4-3　　貼文詞彙分類 33
4-3-1　　詞彙分類結果 33
4-4　　貼文詞彙分析 35
4-4-1　樣本基本資料分析 36
4-4-2　詞彙分析結果 37
4-4-3　詞彙與網友回饋相關性分析 39
五、結論 43
5-1　　貼文策略 44
5-2　　貼文詞彙分析 45
5-3　　研究貢獻 46
六、研究限制與未來研究方向 47
6-1　　研究對象 47
6-2　　社群媒體 47
6-3　　貼文策略種類 47
6-4　　留言 47
6-5　　策略影響力 48
七、參考文獻 48
附錄一、「早餐吃麥片」權重排名前60名之詞彙 54
附錄二、「健康2.0」權重排名前60名之詞彙 56
附錄二、「早餐吃麥片」前測問卷 58
附錄三、「健康2.0」前測問卷 65
附錄五、「早餐吃麥片」前測詞彙分類結果 72
附錄六、「健康2.0」前測詞彙分類結果 76
附錄七、「早餐吃麥片」正式問卷 88

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指導教授

許文錦(Wen-Chin Hsu)

審核日期

2017-7-26

推文