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    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104381


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104381


    Title: 大學網路公關策略之研究：網路使用者之策略認知和互動滿意度分析
    Other Titles: University`s Internet-based Public Relations Strategy: An Analysis of Internet Users` Perception and their Interactive Satisfaction
    Authors: 劉正道
    Keywords: 大學網路公關策略;網路互動滿意度
    university`s Internet-based public relations strategy;interactive satisfaction with the Internet
    Date: 2003-07
    Issue Date: 2016-11-30 14:20:32 (UTC+8)
    Abstract: 本研究以Grunig的四個公共關係模式，包括新聞代理／宣傳、公共資訊、雙向不對等溝通及雙向對等溝通作為目前大學公關操作的模式，進而推論當藉由網路作為組織傳播工具，可能採用的網路傳播策略，並以網路互動滿意度作為判定大學網路公關成效的依據。於研究中，分別運用因素分析統計方法驗證網路傳播目的、網路傳播策略、網路互動滿意度和網路經驗等四個構念，實際結果與理論推演有顯著差異。網路傳播目的從原先的四個構念（新聞代理／宣傳、公共資訊、雙向不對等溝通、雙向對等溝通）變成二個構念（相互瞭解、宣傳）。網路傳播策略仍與先前理論推演一樣，分為單向網路傳播策略與雙向傳播策略。網路互動滿意度亦被推翻原先假設為一多面向的構念；相反的，網路經驗則被重新認定為一多面向的構念，包括網路功能熟悉度和網路使用頻率。迴歸分析結果進一步顯示以『相互瞭解』為導向的網路傳播目的，以及採用『雙向網路傳播策略』的模式會導致較高的網路互動滿意度。這個結果間接證實Grunig的雙向對等公關溝通模式對於學校形象提升的重要性，大學公關人員應運用網路互動的特質，利用既有雙向功能如電子郵件、會議室及聊天室加強與外界的互動，當然，動機應以藉由互動以增進彼此瞭解為出發點，而這樣的付出，必能間接強化外界對學校的形象。
    This study applied Grunig`s four models of public relations (i.e., press agency, public information, two-way asymmetric communication and two-way symmetric communication) as a theoretical framework to explore the possible university`s Internet-based public relations purposes and strategies, as well as their effectiveness based upon Internet users` interactive satisfaction. Results indicated that both `mutual understanding` and `publicity` are the main university`s Internet-based public relations purposes, while `one-way` and `two-way` are the main university`s Internet-based public relations strategies. Results also further revealed that when the purpose and strategy of university`s Internet-based public relations are `mutual understanding` and `two-way,` respectively, Internet users` interactive satisfaction increased.
    Relation: 廣告學研究, 20, 51-75
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

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