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| Title: | 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” |
| Authors: | 施雨彤
Shih, Yu-Tung |
| Contributors: | 樓永堅
Lou, Yong-Jian
施雨彤
Shih, Yu-Tung |
| Keywords: | 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 |
| Date: | 2018 |
| Issue Date: | 2018-08-13 12:37:14 (UTC+8) |
| Abstract: | 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. |
| Reference: | 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
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363088 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105363088 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.066.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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