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    題名: Facebook粉絲專頁效果研究 - 探討影片對社群參與行為之影響
    Research of the Effectiveness of Facebook Fanpage - Exploring the Impact of Videos on Social Engagement
    作者: 詹智鈞
    Chan, Chih-Chun
    貢獻者: 樓永堅
    Lou, Yung-Chien
    詹智鈞
    Chan, Chih-Chun
    關鍵詞: 網路影片
    社群媒體
    Facebook 粉絲專頁
    社群參與行為
    內容知覺
    行銷訴求
    Online video
    Social media
    Facebook fanpage
    Social engagement
    Content perception
    Marketing appeal
    日期: 2018
    上傳時間: 2018-07-30 15:02:59 (UTC+8)
    摘要: 由於網路科技的快速發展，全球社群使用者逐年增加，社群媒體與影片已成為當代內容主流，不論是個人用戶、品牌企業或各類組織，都能利用社群影片作為行銷工具。在眾多的影片內容之中，哪些相關特性最能吸引社群使用者的互動，便成為一個相當重要的議題。因此，本研究旨在探討影片對社群參與行為之影響，針對品牌商的社群影片，分析影片的內容知覺、行銷訴求及客觀條件，對於社群參與行為的影響程度；以及探討不同的品牌知名度與涉入程度是否會造成干擾效果。
    本研究以內容分析法，分析四家品牌商在Facebook 粉絲專頁的影片貼文，總共57 支影片，利用SPSS 軟體將蒐集到的資料進行統計分析，並以迴歸模型為主要依據，驗證研究假設與提出結論。本研究結果歸納如下：
    1. 娛樂性內容與影片長度不影響社群參與行為
    2. 感性訴求與資訊性內容對社群參與行為有部分影響
    3. 理性訴求與互動性內容大幅影響社群參與行為
    4. 無聲音與人物主題之影片會增加按讚數
    5. 品牌知名度與涉入程度沒有干擾效果
    6. 不同粉絲專頁適用不同的社群參與行為指標
    Due to the rapid development of Internet technology, the number of social media users has increased yaer by year. Social media and videos have become the main format
    of content nowadays. People can use social videos as marketing tools, no matter individual users, brand companies or any organizations. Among many features of video, which are most appealing to social users have become an important issue. The purpose of this research is exploring the impact of videos on social engagement. Based on social videos of brand companies, to analyze the influence on social engagement of content perception, marketing appeals and objective factors; and whether different levels of brand awareness and involvement will cause interference effect.
    This research uses content analysis method to analyze 57 videos which four brand companies have posted on Facebook fanpages, then conducting statistical analysis with
    SPSS software. According to the regression model, this research verifies the hypothesis and leads to conclusions. The research results are summarized as below:
    1. Entertainment and video length have no impact on social engagement
    2. Emotional appeal and information have partially impact on social engagement
    3. Rational appeal and interactivity have significantly impact on social engagement
    4. Muted and character-theme videos can increase the number of likes
    5. There are no interference effect of brand awareness and involvement
    6. Different sized fanpages apply to different indexes of social engagement
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    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363036
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105363036
    資料類型: thesis
    DOI: 10.6814/THE.NCCU.MBA.081.2018.F08
    顯示於類別:[企業管理研究所（MBA學位學程）] 學位論文

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