English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 82429/111618 (74%)
造訪人次 : 21429318      線上人數 : 521
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/119348


    題名: Facebook粉絲專頁貼文性質對互動及商品導購效果之影響 -以「Bread & Boxers Taiwan 粉絲團」為例
    The Effects of Facebook Fanpage Post on Interaction and Shopping Mode – A Case Study of “Bread & Boxers Taiwan”
    作者: 施雨彤
    Shih, Yu-Tung
    貢獻者: 樓永堅
    Lou, Yong-Jian
    施雨彤
    Shih, Yu-Tung
    關鍵詞: Facebook粉絲專頁
    貼文性質
    互動效果
    導購效果
    Facebook fanpage
    Postal features
    Interactive effect
    Shopping guide effect
    日期: 2018
    上傳時間: 2018-08-13 12:37:14 (UTC+8)
    摘要: 社群媒體經營是現今各大企業、品牌與消費者溝通的主要管道之一,而其中 Facebook 是目前最廣為使用、活躍用戶最多的平台,因此許多企業皆十分注重 Facebook 粉絲團之經營。為使得貼文效率最佳,不管是在貼文題材選用、文字敘述以及圖片素材都希望能夠吸引用戶與其互動甚至產生導購行為,因此本研究欲探討貼文之性質對於互動以及導購效果之影響。
    本研究針對「Bread & Boxers Taiwan」Facebook 粉絲團之貼文特性進行分析,本研究搜集六個月內一共144則貼文,透過內容分析法對貼文設定變數、進行編碼並以迴歸分析探討「Facebook廣告投遞與否」、「文字內容」、「呈現方式」、「素材類型」、「訊息發佈時間」五大構面共34個變數對「按讚」、「留言」、「分享」、「導購連結點擊次數」、「線上通路業績」五個依變數的影響。
    研究結果發現:(1)與品牌形象相符之名人對於貼文之互動效果有正面影響。(2)誘因行銷對於貼文之互動有正面影響。(3) 品牌來源國之素材對於互動有幫助。(4)文字互動性高對於互動及導購效果皆有幫助。(5)以導購為主要目的之貼文宜使用理性訴求之文字。
    Social media is one of the main channels for communication between companies, brands and consumers. Among them, Facebook is the most widely used platform with most active user. Therefore, many companies pay great attention to the operation of Facebook fanpages. In order to attract users to interact with posts or even generate shopping guide effects. Therefore, this study wants to explore the influence of the postal features toward interactive effect and shopping guide effect.
    This study analyzes the posts of the "Bread & Boxers Taiwan" Facebook fanpage, collected 144 posts posted in six months and analyzed through “content analysis method”. There are 5 dimensions, including Facebook Ads, text content, postal features, material type and the posting time and total 34 variables. Variables were set, coded and analyzed by regression analysis to see it’s effects toward likes, comments, share, link clicks and online sales performance.
    The study found that: (1) Celebrities who are consistent with brand image have a positive influence on the interactive effect of posters. (2) Incentive marketing has a positive effect on the interaction of posts. (3) The material of the origin of the brand country is helpful for interactive effect. (4) High text interactivity is helpful for both interactive effect and shopping guide effect. (5) The posters with the main purpose of shopping guide should use words of rational appeal.
    參考文獻: 一、網站資料:
    1. The Best Days to Post to Facebook, Based on Industry. (2013, Jan 8), Retrived from: https://www.entrepreneur.com/article/225419
    2. Facebook使用說明(民106年4月30日),取自:https://www.facebook.com/help/285625061456389?helpref=related
    3. 石子數位時代(民106年2月2日2017)。行銷人看過來!2017年經營Facebook粉絲團,你需要注意這三件事。數位時代。取自:https://www.bnext.com.tw/article/42983/you-should-know-these-three-tips-about-running-a-facebook-fan-page-in-2017
    4. 資策會產業情報研究所(民106年3月15日)。「【網購消費者調查】2016年網購消費平均27,715元」,取自:https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464

    二、中文部分:
    1. 王建穎(民97)。影響網路廣告效果因素之研究-以手機網站為例,銘傳大學管理研究所 碩士學位論文
    2. 何育秀(民89(2000)。影響消費者選擇電子商務購買決策因素之研究,中國文化大學國際企業所 碩士學位論文
    3. 吳忠勳(民97)。虛擬社群意識與社群線下互動之關聯性研究,中國文化大學新聞研究所 碩士學位論文
    4. 吳靜宜(民892000)。購買過程中運用網際網路與實體商店之比較研究,成功大學國際企業所 碩士學位論文
    5. 祝鳳岡 (民841996)。廣告感性訴求策略之策略分析。廣告學研究,第五期:85-112。
    6. 許瓊文(民88)。網際網路標題廣告設計上的變化對廣告效果之探討。彰化師範大學商業 教育學系碩士論文。
    7. 鄭宜庭(民101)。網路廣告價值模式之建構與驗證-類社會臨場感理論之應用,義守大學管理學院 碩士學位論文

    三、英文部分
    1. Bilkey, W. J. and Nes, E., (1982) Country-of-Origin Effects on Product Evaluations, Journal of International Business studies, 13(1), 89-99.
    2. Bohnenberger, T., Jameson, A. (2001) , When policies are better than plans: Decision-theoretic planning of recommendation sequences. New York, ACM, 21–24.
    3. Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13, 21.
    4. Chaiken, S., (1980) Heuristic Versus Systematic Information Processing and Use of Sources Versus Message Cues in Persuasion, Journal of Personality and Social Psychology, 39, 752-766.

    5. Cheung, C. M. K., Chiu, P., & Lee, M. K. O. (2011). Online Social Networks: Why Do Students Use Facebook? Computers in Human Behavior, 27(4), 1337-1343
    6. Coyle, James R. and Esther Thorson (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites, Journal of Advertising, 30 (3), 65–77.
    7. Cvijikj, I. P.&F. Michahelles, (2013). Online Engagement Factors on Facebook Brand Pages. Social Network Analysis and Mining, Berlin, Springer, 3(4), 43-61.
    8. De Vries, L., S. Gensler, S., & Leeflang (2012) . Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
    9. Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3):387-396.
    10. Golder, S., D. Wilkinson & B. S. Huberman (2007). Rhythms of social interaction: messaging within a massive online network. In: Steinfield C, Pentland BT, Ackerman M, Contractor Communities and Technologies, London, Springer, 41-66.
    11. Hagel, J., III., & Armstrong, A. G. (1997). Net gain: Expanding markets through virtual com munities. Harvard, Harvard Business School Press
    12. Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An Integration of relational benefits and relationship quality. Journal of Service Research, 4(3):230-247.
    13. Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D.(2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-53.
    14. Kerlinger, F.N. (1986). Foundations of Behavioral Research. America, Wadsworth Pub Co.
    15. Kotler, P. and K. L. Keller (2008). Marketing Management, 13th ed., England, Prentice-Hall Inc.
    16. Kotler, P. & G. Armstrong (1991), The Principle of Marketing, 5th. ed, Englewood Cliff, Prentice Hall.

    17. Lin, K., & Lu, H. (2011). Why People use Social Networking Sites: An Empirical Study Integrating Network Externalities and Motivation Theory. Computers in Human Behavior, 27(3), 1152-1161
    18. Lin, Y.-H., & Su, K.-N. (2014). Consumer engagement on brand Fan Pages: An examination of the effects of social media marketing. Journal of International Business Studies, R.O.C.,8(1):23-56
    19. Malhotra, Amita (2012). Defining Purpose and Meaning in Social Media. Vikalpa: The Journal for Decision Makers, 37(4),102-105.
    20. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring Motivations for Brand-Related Social Media Use. International Journal of Advertising: The Quarterly Review of Marketing Communications, 30(1), 13-46
    21. Nagashima, A. (1970). A Comparison of Japanese and U.S. Attitudes toward Foreign Products, Journal of Marketing, 34(1), 68-74.
    22. Nisbett, R. E. and Ross, L. (1980). Human Inference: Strategies and Shortcomings of Social Judgment. Englewood Cliffs, Prentice-Hall.
    23. Ohanian, R. (1991), The Impact of Celebrity Spokesperson’s Perceived Image on Consumer’s Intention to Purchase, Journal of Advertising Research, 31(1), 46-54.
    24. Raacker, J. & J. B. Bonds-Raacke, (2008) . MySpace and Facebook: applying the use and gratification theory to exploring friend-networking sites. CyberPsychology & Bahavior, 11(2), 169-74.
    25. Rafaeli, S., & Sudweeks, F. (1997). Networked interactivity. Journal of Compuer-Mediated Communication, 2(4)
    26. Roselius, T. (1971). Consumer Ranking of Risk Reduction Methods. Journal of Marketing, 35(1),56-61.
    27. Roth, M. S. and Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects, Journal of International Business Studies, 23(3), 477-497
    28. Rutz O. J., Randolph E. Bucklin (2011). From Generic to Branded: A Model of Spillover in Paid Search Advertising. Journal of Marketing Research, 48(1),87-102
    29. Schulze, C., Schöler, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(1):1-19
    30. Safko, L., & Brake, D. (2009). The social media bible: Tactics, tools, and strategies for business success. New Jersey, John Wiley.
    31. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2):102-113
    32. Taylor, D. G., Jeffrey E. L. and Strutton, D. (2011). Friends, Fans, and Followers: Do Ads Work on Social Networks? Journal of Advertising Research,51(1), 258–275.
    33. Weber, L. (2009). Marketing to the social web: How digital customer communities build your business. London, Wiley.
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363088
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105363088
    資料類型: thesis
    DOI: 10.6814/THE.NCCU.MBA.066.2018.F08
    顯示於類別:[企業管理研究所(MBA學位學程)] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    308801.pdf6479KbAdobe PDF0檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋