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    題名: 電商產業社群專頁貼文使用行為研究
    The Research of Social Media Post on User Behavior in E-commerce Industry
    作者: 林雨蒔
    Lin, Yu-Shih
    貢獻者: 鄭宇庭
    Cheng, Yu-Ting
    林雨蒔
    Lin, Yu-Shih
    關鍵詞: 粉絲專頁
    社群媒體
    參與行為
    涉入程度
    廣告行為
    Fan-Page
    Social media
    Participation
    Involvement
    Advertisement
    日期: 2020
    上傳時間: 2020-07-01 14:04:47 (UTC+8)
    摘要: 資訊的交換不再只是雙向的溝通，而是多對多的交流過程，已經有超過1/4全球人口成為社群網絡使用者，企業也因此開始更加關注社群網絡可能帶來的機會與優勢，2018年臉書創辦人Mark Zuckerberg宣告臉書將更動演算法，因此在新的演算法下，聚焦於如何提高用戶黏著度與互動次數將更為重要。
    本研究將社群貼文訊息進行分類及歸納，以「發佈時間」、「文字內容」、「圖片區域」、「整體訴求」四大類為主要探討依據，研究電商產業中社群貼文性質對使用者互動程度之影響，針對Facebook與Instagram貼文進行研究分析及兩相比較，分析電商產業在不同社群上經營策略之異同。
    研究發現貼文發佈時間非影響互動程度之主要因素，而針對文字內容、圖片區域、整體訴求，對於消費者的涉入程度有不同的影響，另外針對不同社群媒體也應採取相異社群經營策略。
    The exchange of information is not just a bilateral communication, but a many-to-many process. In the world, more than 1/4 of the global population are users of social media. Therefore, enterprises have begun to pay more attention to the opportunities and advantages that social networks may bring. In 2018, Mark Zuckerberg, Facebook founder, announced that Facebook will change the algorithm, so it is more important to focus on how to improve user stickiness and interaction times under the new algorithm.
    In this study, I categorized and summarized community post messages. Based on the four major categories of "release time", "text content", "picture area" and "overall appeal" as the main basis for discussion, in order to find the impact of the nature of community posts on user interaction in the e-commerce industry. Carry out research analysis and comparison between Facebook and Instagram posts, and analyze the similarities and differences of the business strategies of different communities in e-commerce industry.
    I found that the posting time is not the main factor affecting the degree of interaction. The content of the text, the picture area, and the overall appeal have different effects on the degree of consumer involvement. In addition, enterprises should also adopt different community management strategies with different community media.
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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)
    107363085
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0107363085
    資料類型: thesis
    DOI: 10.6814/NCCU202000636
    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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