政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/156805

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Title:	網路口碑行銷與臺灣高等教育國際招生策略之探討 Evaluating Electronic Word-of-mouth (eWOM) Communication in Higher Education: A Study of Social Media Strategies for International Student Recruitment in Taiwan
Authors:	卓家樂 Cheuk, Ka Lok Billy
Contributors:	蔡葵希 Cook, Christine 卓家樂 Cheuk, Ka Lok Billy
Keywords:	網路口碑行銷社群媒體國際學生招生臺灣教育學生大使影響力行銷意見領袖 EWOM Social media International student recruitment, Taiwan education Student ambassadors Influencer marketing Opinion leadership
Date:	2025
Issue Date:	2025-05-02 14:55:33 (UTC+8)
Abstract:	隨著全球化趨勢發展，延攬國際人才已成為各大學的核心策略，然而各校在延攬國際人才上的競爭與日俱增。本研究探討網路口碑（electronic word-of-mouth，簡稱eWOM）傳播和社群媒體策略在提升臺灣國際學生招生效能方面的角色。在高等教育選擇決策中，傳統口碑（word-of-mouth，簡稱WOM）的影響力固然顯著，然而電子口碑作為新興輔助資訊管道，憑藉其突破地域限制的特性，已躍升為關鍵的輔助資訊來源，有效擴大同儕推薦的效益。本研究邀請三十位就讀於臺灣公立大學的國際大學生進行深度訪談。研究結果顯示，網路口碑對學生在大學資訊蒐集與最終抉擇階段具有顯著的影響力。主要社群媒體平台(包括YouTube、Instagram和Reddit）上的視覺化資訊，已然成為影響境外生對臺灣留學印象形塑的關鍵要素。研究結果指出，學生大使不僅對提升準學生的信任感、認知可信度及情感認同具有重要影響，同時探討以意見領袖為核心的影響力行銷在創新招生策略中的價值及發展潛力。針對既有研究在應用情境及在地區域特性的不足，本研究為臺灣高等教育領域發展網路口碑行銷及社群媒體招生策略提供具體可行的建議，進而確立臺灣在國際高等教育市場的品牌價值，建構具全球競爭力的優質留學環境。 In today’s globalized world, recruiting international students has become a top priority for universities, but competition for the best talent is fiercer than ever. This study investigates the role of electronic word-of-mouth (eWOM) communication and social media strategies in enhancing international student recruitment in Taiwan. While traditional word-of-mouth (WOM) remains influential in higher education choice, eWOM has emerged as a vital complementary information source, extending the reach and impact of peer recommendations beyond geographical boundaries. Thirty interviews were conducted with international undergraduate students enrolled at public Taiwanese universities. The findings reveal that eWOM significantly influences the search and choice decision stages of the students’ college selection process. Visual content shared on platforms such as YouTube, Instagram, and Reddit plays a critical role in shaping students' perceptions of studying in Taiwan. This research also emphasizes the importance of student ambassadors in fostering trust, credibility, and emotional reassurance among prospective students and explore the potential of influencer marketing as an innovative recruitment strategy, with opinion leadership emerging as a key factor. By addressing significant contextual and regional gaps, this study provides actionable insights into optimizing eWOM and social media strategies for higher education recruitment in Taiwan. It offers practical recommendations for university recruiters and policymakers to enhance digital outreach, strengthen branding, and position Taiwan as a leading global study destination to attract diverse international talent.
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Description:	碩士國立政治大學全球傳播與創新科技碩士學位學程 111ZM1025
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111ZM1025
Data Type:	thesis
Appears in Collections:	[Master’s Program in Global Communication and Innovation Technology] Theses

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