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研究生: 吳品臻
Pin-Chen Wu
論文名稱: Facebook貼文內容對閱聽人投入行為之影響- 以全聯福利中心粉絲專頁為例
The Influence of Facebook Content on Audience’s Engagement- A Case Study of PX Mart Facebook Page
指導教授: 董芳武
Fang-Wu Tung
口試委員: 陳建雄
Chien-Hsiung Chen
張岑瑤
Tsen-Yao Chang
學位類別: 碩士
Master
系所名稱: 設計學院 - 設計系
Department of Design
論文出版年: 2017
畢業學年度: 105
語文別: 中文
論文頁數: 96
中文關鍵詞: Facebook閱聽人投入行為貼文內容社會臨場感感知價值品牌態度品牌忠誠度
外文關鍵詞: Facebook, Engagement, Content Characteristic, Social Presence, Perceived Value, Brand Attitude, Brand Loyalty
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  • Facebook粉絲專頁是目前線上行銷與經營顧客關係最常見的方式。Facebook用戶人數多、進入門檻的成本低、擴散力強,品牌可以藉由社群的力量將訊息透過閱聽人之間的接觸傳遞開來。雖然已有許多學者探討企業經營社群媒體的目的和重要性,也提出諸多經營方針與建議,但鮮少有研究探討貼文內容的感知價值,與針對不同類型的貼文呈現、內容類別進行對投入度的影響。全聯福利中心(全聯)是台灣成長最快的零售通路品牌,近年深耕於社群經營,已在2017年3月突破百萬粉絲。其貼文操作模式常受到網友的討論與廣大的迴響,也是許多台灣企業經營社群媒體的標竿。此外,考量到平台的高互動率與經常性發文,屬於有持續經營的粉絲專頁,故以全聯福利中心作為研究對象。本研究之目的為(1)了解不同內容組合對閱聽人投入行為的影響,並探討貼文獲得高投入度之因素,以及(2)探究感知價值、品牌整體態度對投入意願的影響。研究獲得以下結果:
    1. 生動性的呈現方式對品牌知名度之投入度有正向影響。
    2. 互動性的呈現方式對資訊弱相關、產品知名度之投入度有正向影響。
    3. 高投入度貼文之享樂性價值、社會性價值大於低投入貼文。
    4. 感知價值對投入意願呈顯著影響,且享樂性價值對投入意願的影響程度最大。
    品牌整體態度對投入意願有顯著影響。


    Using Facebook Page has become the most common way for companies and brands to manage online customer relationship and marketing. Facebook community has over two billion users in 2017. As the cost of social media marketing is relatively low compared with traditional media, brands can take advantage of social media’s characteristic - strong diffusion through word-of mouth - to spread information among audiences. Although many researchers have studied on the purpose and importance of branding in social media, providing numerous way of suggestion on media marketing as well. But few have studied the perceived value of Facebook posts, with the influence of different types of content characteristics on audience engagement.
    PX Mart is the fastest growing retail brand in Taiwan, it has been cultivated in social media for several years, finally gaining over a million fans on its page in 2017. Its creative social media content and marketing strategies have been widely discussed, also taking Facebook users and marketers by storm, which becomes the benchmark of social media marketing among other companies in Taiwan. Besides, considering the highly interactivity and regular updates, this paper decided to choose PX Mart as the subject. The purpose of this study is: (1) to understand the impact on audience engagement in content characteristic combination, and to explore the factors of high engagemenet posts, (2) to study the influence on engaging intention through perceived value and attitudes toward brand.
    The result confirms that (1) vividness has positive influence on posts which are related to brand awareness; (2) interactivity has positive influence on posts which are related to weak correlation with brand and product awareness; (3) high engagement posts possess higher hedonic value and social value than low engagement posts; (4) perceived value has significant influence on willingness of engagement, and hedonic value has the greatest impact; (5) attitudes toward brand has significant influence on willingness of engagement.

    第一章 緒論 1.1 研究背景 1 1.2 研究動機 2 1.3 研究目的 3 1.4 研究流程 4 1.5 研究範圍與限制 5 第二章 文獻探討 2.1 社群媒體 6 2.2 閱聽人投入行為 11 2.3 貼文訊息特性 14 2.4 貼文內容之社會臨場感 18 2.5 貼文內容之感知價值 20 2.6 品牌整體態度 23 2.7 小結 25 第三章 研究方法 3.1 研究架構與假設 26 3.2 數位方法 28 3.3 量化研究 31 第四章 資料分析與研究成果 47 4.1 數位方法結果分析 47 4.2 描述性統計分析 51 4.3 效度與信度分析 53 4.4 研究假設檢定 55 第五章 研究討論 5.1 社群經營操作中的貼文特性 60 5.2 感知價值對投入意願的影響 69 5.3 品牌整體態度對投入意願的影響 72 第六章 結論與建議 6.1 研究結論 73 6.2 後續研究與建議 76 參考文獻 78

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