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博碩士論文 etd-0707112-235143 詳細資訊
Title page for etd-0707112-235143
論文名稱 Title |
虛擬社群經營模式之研究──以臉書粉絲專頁為例 The research on the operation pattern of virtual community: Using Facebook page as an example |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
161 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2011-05-24 |
繳交日期 Date of Submission |
2012-07-07 |
關鍵字 Keywords |
社群媒體、虛擬社群、臉書、粉絲專頁、社群網站 social media, facebook, social networking website, virtual community, facebook page |
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統計 Statistics |
本論文已被瀏覽 5713 次，被下載 0 次 The thesis/dissertation has been browsed 5713 times, has been downloaded 0 times. |
中文摘要 |
在臉書（Facebook）掀起虛擬社群（virtual community）的使用風潮之後，各行各業相繼投入經營Facebook粉絲專頁（Facebook Page）。Armstrong & Hagel III（1996）指出虛擬社群打破了商業交易的平衡，使顧客的權力高張，也同時幫助廠商加深且擴大他們的顧客關係，能夠善用顧客新權力的行銷人員將從中獲利。在這網路的自由市場中可以輕易、有效地服務小眾市場，而大眾市場正漸漸轉變為成眾多利基的市場的組合（Anderson，2007）。社群也改變了遊戲規則，使小業主有機會與大公司抗衡（Armstrong & Hagel III，1996），各企業無論規模大小皆期望在此開啟另一個商機。在這股搶攻虛擬社群的風潮中，大家是以何種方式在經營？是否真能吸引粉絲（fan）到Facebook粉絲專頁並讓粉絲參與其中？ 本研究首先以觀察法（observation）研究台灣的Facebook粉絲專頁，依照行業別收集資料， 分析各行業在使用虛擬社群的四大動機──資訊、協助、娛樂及人際互動的表現，探究各業種其獨特的經營方式與呈現出的效果，並結合相關文獻探討是否有更好的經營方式讓粉絲更願意在此駐足。 接著本研究發現各業種依其類型與粉絲的特性確實有其獨特的經營方式，並且在目前各行業的經營模式中也找出不足之處。綜合以上所述，本研究提出四項經營建議：增加容易搜尋程度、提供完整資料、善用喜愛粉絲頁之連結，以及發文長度適當。管理者得以參考並調整現有的經營方式，後續研究者亦可以此為基礎做更深入的研究。 |
Abstract |
Ever since the virtual community boom that aroused by Facebook, almost every industry began to take interest in starting their own Facebook Page. Armstrong & Hagel III(1996) indicated that virtual community breaks the balance of commercial trade by giving the customers more power, while at the same time helps the industry to deepen and broaden their customer relationship, making those who are good at using the new power of customer benefits from it. That is to say that in the free market of internet, minority market can be served more easily and effectively, while the majority market has gradually become the market combination of several niches (Chris A., 2006).Virtual community also changed the business rule, allowing the small enterprise to challenge the big ones (Armstrong & Hagel III,1996). This study tries to find out the common and unique business patterns by doing research study and categorizing the current usage of Facebook Page, so the managers can have a reference to adjust their method accordingly, and so further study can be build upon it. In this rising boom of virtual community, what are the strategies behind it? Can those strategies really attract the fans to the Facebook page and allow the fans to participate in it? Observation method was adopted in this research to analyze the Facebook page in Taiwan. Data were collected according to different trades, in order to analyze how the four motivations: information, assistance, recreation and social interaction work in the virtual community. The unique strategy and its affect will be discussed, and relative studies will be reviewed to see if there is a better way to attract the attention of the fans. This study shows that there are unique strategies adopted in different trades for the difference of the fans, and there are improvement needed in those business patterns. As the conclusion, four advices are raised in this study: increase the searching accessibility, provide complete data, adopt the link of Facebook Page wisely, and appropriate article length. So the managers can have a reference to adjust their method accordingly, and so further study can be build upon it. |
目次 Table of Contents |
論文審定書 摘要 .................................................................................................................................. i Abstract ............................................................................................................................. ii 誌謝 ................................................................................................................................ iii 目錄 ................................................................................................................................ iv 表目錄 ............................................................................................................................. vi 圖目錄 ............................................................................................................................ vii 第一章 緒論 .......................................................................................................... 1 第一節 研究動機 .......................................................................................... 1 第二節 研究背景 .......................................................................................... 2 第三節 研究目的 .......................................................................................... 3 第二章 文獻探討 .................................................................................................. 4 第一節 虛擬社群 .......................................................................................... 4 第二節 虛擬社群的分類 .............................................................................. 7 第三節 虛擬社群的參與動機 .................................................................... 10 第四節 虛擬社群的關鍵成功要素 ............................................................ 14 第五節 虛擬社群的經營 ............................................................................ 16 第六節 臉書Facebook ................................................................................ 24 第三章 研究設計 ................................................................................................ 27 第一節 研究架構 ........................................................................................ 27 第二節 抽樣計畫 ........................................................................................ 28 第三節 研究流程 ........................................................................................ 31 第四節 研究方法 ........................................................................................ 33 第四章 資料分析與討論 .................................................................................... 38 第一節 診所Facebook粉絲專頁分析 ....................................................... 38 第二節 飯店Facebook粉絲專頁分析 ....................................................... 45 第三節 民宿Facebook粉絲專頁分析 ....................................................... 58 第四節 餅店Facebook粉絲專頁分析 ....................................................... 68 第五節 速食業Facebook粉絲專頁分析 ................................................... 77 第六節 百貨Facebook粉絲專頁分析 ....................................................... 89 第七節 超商Facebook粉絲專頁分析 ..................................................... 101 第八節 綜合討論 ...................................................................................... 112 第五章 結論與建議 .......................................................................................... 125 第一節 結論 .............................................................................................. 125 第二節 實務上的建議 .............................................................................. 128 第三節 研究限制 ...................................................................................... 139 參考文獻 ...................................................................................................................... 140 一、 中文部份 .............................................................................................. 140 二、 英文部份 .............................................................................................. 141 三、 網路資源 .............................................................................................. 144 |
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