在WEB 2.0時代的帶動下，社群網站已然成為時下流行文化，個人創作者紛紛投入社群網站的經營，觀察近年來幾個事件，社群網站對於創作者的發展確有推波助瀾之效，為有助於創作者對社群網站的運用，本研究針對個人創作者與社群網站兩者之間的關係與影響，進行分析、研究。 因此，本研究採取質性研究，以多重個案分析，一個創作者即為一個個案。以貼近一般大眾閱讀口味的類型為主，選取文學小說、兩性家庭、生活風格三大類。從近三千位華文創作者中，首先挑選上百位創作者公開的社群網站，再從個人創作到作品出版的五大步驟與歷程：（一）創意的產生與發展；（二）作品的呈現方式；（三）作品的傳遞與管道；（四）作品的行銷與推廣；（五）創作者個人品牌的建立與累積，觀察、分析三種不同類型創作者的社群網站在這五大面向的內容與作為，比較各個創作者社群網站經營的異同，以期找出社群網站經營之道與影響力。 經過分析與研究，歸納出以下結果：（一）個人創作運用社群網站有助於創意的產生與發展，意見的回饋對於創作的方向更能掌握，呈現的方式越趨多樣化，朝多媒體發展，也能藉社群網站累積人氣、增加知名度、建立個人品牌。（二）社群網站提供創作者固定的據點，使他們易於被看見與聯繫；不同類型的創作者以各自擅長的方式在此展現自我，營造自我特性。創作者活用社群網站此項工具，並著重回歸到創作的核心能力。 本研究提供後進創作者經營社群網站的策略擬定與具體建議，並給予和創作者息息相關的出版產業一些意見，以及對於社群網站研究有興趣者參考，可擴及將創作者延伸至文創產業或相關產業的應用研究。 / Driven by web 2.0, social networking websites have become part of the pop culture. Creative writers have been jumping on the bandwagon running their own social networking websites. From the observation of recent events, it has confirmed that social networking websites did have helped promote the creative writers. In order to improve the use of social networking websites for the creative writers, this research analyzed and studied the relationship and influence between the creative writers and social networking websites. This research comprised of multiple qualitative case studies – one creative writer forming a single case – and focused on three popular genres, literature and fiction, relationships as well as lifestyle. First of all, hundreds of Chinese creative writers’ public social networking websites out of approximately 3,000 were selected. The next step was observing and analyzing the content and behaviors of the creative writers of these three genres on social networking websites during the five primary activities in the publishing process: the development of ideas; the presentation; the delivery channels; marketing and promotion; the branding and reputation of the author. This research was to find out the key success factors and influence of social networking websites through the comparison between those creative writers’ websites. Following the analysis and studies, the conclusion was drawn as follows: 1.Social networking websites are beneficial for the development of ideas. Online feedback provides the directions for writing. It diversifies the presentation especially the use of multi-media. Meanwhile social networking websites also help boost the awareness and popularity of the writers and ultimately build the personal branding up. 2.Social networking websites provide a stable platform for writing where the writers can be easily seen and contacted. Creative writers of various genres express themselves in their own specialist ways, shape their own USPs (unique selling propositions) and re-focus on the pivotal skills – writing – through the wise use of social networking websites as a tool. This research provides the subsequent creative writers with the strategies and advice on how to operate social networking websites. It also provides suggestions to the publishing industry that is closely linked with the creative writers. For researchers who are interested in social networking websites, this research may be applied to cultural and creative industry or other related industries.

Social networking sites (SNSs) nowadays serve as important platforms for users to engage in public affairs. This study applied the O-S-O-R model to examine the relationship between Facebook and public participation in science and the mediating role of users’ scientific knowledge and self-efficacy. Besides, this study examined the relationship mentioned above by utilizing data collected from two different populations - the general public and the users of the Facebook fan page “Pansci.com,” the biggest scientific online group in Taiwan. Based on a total sample size of 1,960, the result showed that scientific use of Facebook increased scientific knowledge only for “Pansci.com” users. Besides, scientific use of Facebook is positively associated with self-efficacy and public participation in science in both samples. It is noteworthy that the effect of scientific use of Facebook on self-efficacy is stronger for “Pansci.com” users but the effect of self-efficacy on public participation in science is stronger for general users. In addition, self-efficacy serves as a significant mediator in the relationship between scientific use of Facebook and public participation in science in both samples.

隨著社群網站的大量崛起，人們在網路上的行為從早期的單方面獲得資訊，慢慢轉變到與他人的網頁互動，以至於到最近的發展成社群（Community）關係。網路使用者對虛擬社群的好奇，導致了相關社群網站的蓬勃發展。近年來對於社群網路的研究日漸興盛，各個研究領域都分別以其擅長的角度嘗試切入，想了解為何社群網路如此快速的崛起、社群網路形成的各種架構或是社群網路上的大量資料呈現的資訊以及其分析等等。 社群網站滿足了人們期待與其他人產生互動、情感維繫以及得到更多資訊的需要，提供了一個虛擬空間，讓關心相同主題的使用者群聚在一起並且分享資訊。無論是想與他人互動，或是情感維繫以及渴望得到資訊，這些動機皆與人的情感表現息息相關，本研究即是採用情感的角度，來觀察社群中的特定行動者與其網路。 有關世界城市網路的研究目前並不多見，本研究嘗試以城市為社會網路中的行動者角色，研究一個由網路相片分享構築成的特殊社群網站Flickr。利用相片可忠實呈現拍攝者與被拍攝者情感的特性，以「城市」與「情感」兩大基礎來觀察此社群，嘗試構築出一個有關世界城市情感面向的網路關係。根據本研究目的，我們將建立「城市－情感共現網路」，來發掘世界主要城市之間隱含的連結與關係，或是其隱藏的情感表現。 / Along with considerable growth of social network websites, people’s actions on internet changed slowly from acquiring information to exchanging information and interacting with other people via web pages, and eventually this change has created a so-called “community relationship” on line. This blossom of relevant social network websites resulted from internet users’ curiosity about the invented virtual community. Numerous researchers in each relevant field have donated themselves into analysis and researches aiming to understand the reasons why all kinds of community websites have been created so quickly, how these communities have been structured, how the information and data underlying these websites have been presented and analyzed. The goal of this paper is to dig out links and relations between big cities worldwide and human emotions in these cities via community websites. We tried to analyze a unique community website “Flickr” that functions on the base of uploading pictures only. We categorized the pictures on Flickr on two pillar axes, “Region” and “Emotion”, as the emotions of photo shooters and personages have been detailed and recorded by these pictures. By the above categories, We drew a map of emotions in cities that will reveal a 2-mode network of emotions and cities.

近年來電腦科學的進步只能以一日千里來形容，不管在軟體或是硬體方面都有驚人的發展，軟體方面有網際網路Web 2.0技術的興盛及普及，使得人們在分享及交流資訊更加快速且便利，硬體方面則有數位相機和有照相功能智慧型手機的發明，造就了分享資訊很快的從文字模式演變成影音、相片等多媒體模式。Flickr社群網站為目前網路世界裡最重要的相片分享平台，每個人都可以將生活中擁有喜、怒、哀、樂情緒的相片上傳至該網站上與他人分享，而且此網站平台也提供下標籤功能，讓上傳者可以更正確的傳達要分享的情感。如當相片被加註上快樂的標籤，也就代表上傳者對這張相片當時的環境情緒反應為愉快、或甚至於興奮，相反地；當相片被加註上生氣的標籤，就表示該相片給上傳者的情緒反應是不愉快的、或甚至於憤怒。當同一區域(如城市)透過大量情感標籤的累積，自然而然就會呈現出該區域的情感輪廓。 　　情緒議題的研究近年來在各知識領域中已被廣泛的討論著，但針對區域性的情緒表現之研究探討似乎還不多。本研究藉由Flickr社群網站的全球性特質，結合Derudder and Taylor兩位學者於2005年提出的「The cliquishness of world cities」研究報告，定義出41個商務活動頻繁城市作為本研究的研究範圍，並應用Flickr社群網站上強大又完整的API介面功能，撰寫Client端程式擷取這些城市在Flickr網站上有加註情緒標籤的相片數共761,854張、其相關的標籤數有21,569,593個，再經由本研究提出的研究方法及步驟，逐一處理這些各城市相片上傳者所加註的大量標籤，就可以找出每個城市各情感象限數量最多的前30個標籤當作顯著標籤。 　　最後本研究綜合分析從Flickr網站上取得的大量城市、相片、及顯著標籤相關資料，分別計算出每個城市正負向情感象限的強度百分比，再以正向情感象限強度百分比為基準，定義出這些商務活動頻繁城市的「快樂指數」數值；並利用社會網絡分析軟體NodeXL來觀察各城市、情感性標籤與顯著標籤所呈現的網絡關係。 / In recent years, the computer science progress is extremely fast, whether in software or hardware has an alarming growth. The software aspect has the Internet Web 2.0 technology prosperity and popular, causes the people in share and exchange information are faster and convenient. The hardware aspect has the digital cameras and the smartphones invention, causes the share information from the writing pattern to the multimedia patterns very quickly. The Flickr social website is the most important of shared photograph in the network world for currently,everyone can shared the joy, anger, sadness, happy mood photograph by uploading to this website. This website platform also provides the tagging function, lets the uploader can more correct transmission their emotion. When the identical region (such as a city) through a large number of emotional labels cumulatively, naturally will be showing the emotional contours of the region. Emotional issues have been widespread discussion in various area of knowledge in recent years, but research the performance of emotion for region seems not much. This research because of Flickr social website global special characteristic, combined Derudder and Taylor two scholars to propose "The cliquishness of world cities" research reports in 2005, Defines 41 economics and trade activity frequent city to take this research the study scope. Finally, this research made a comprehensive analysis by a large number of cities, photos, and significant label information from the Flickr website, and calculates the percentage of each city to the strength of positive and negative emotions quadrant.Then the percentage of positive emotional intensity as a benchmark quadrant, Defines these economics and trade activity frequent city's "happiness index".

Aging becomes one of the urgent topics in Taiwan, therefore new product and services must be established in respond to this issue. In recent years, online social network have been one of the most accelerative business model spreading across internet. Facebook has been one of the most influential role model among all. An opportunity gap is identified within these two phenomenon. The present paper is to initiate an innovative business model on worldwide geographic social network – based on the target market of senior travelling demand. This innovative business model will be satisfying the discovered gap. The establishment of this innovation business model is based on the process of Innovation SCREW: (1) Search; (2) Combination; (3) Re-search, Re-Combination; (4) Experiment, Evaluation; (5) Work, Weigh. Through this framework, it brings to the possible establishment of this platform. In addition, by using of secondary datasets that lead to comprehend further to consumer behavior and market demand. As the result, based on this innovative platform, it is hoping to create a new online worldwide geographic social network that can improve services on senior’s travelling demand.

事件行銷一直以來為企業所受用，無論是建立企業形象、新產品上市、打造品牌知名度等皆可透過事件行銷之運用，來達到企業的行銷目的。而近年來由於網路科技運用的發展，包含社群網站的興起，事件行銷不再侷限於一般的實體活動或通路活動，而可以進一步透過網路讓事件效果影響力更為久遠，獲得更好的績效。然而，企業該如何制定實體與網路之事件行銷決策？而又是哪些原因會影響事件行銷的成功與否？ 本研究將透過深度個案訪談及次級資料分析方式，針對企業在進行實體與網路之事件行銷時，其成功的關鍵因素為何，同時透過三種不同類型的事件行銷個案比較，輔以專業經理人之觀點，探討企業進行事件行銷的關鍵成功因素。 個案以Intel於2010與2011所舉辦之事件為例，依事件類型分類為「實體活動事件行銷」、「網路活動事件行銷」與「實體活動與網路結合之事件行銷」。 研究結果顯示，企業進行事件行銷的影響因素，主要涵蓋產品、價格、地點、定位、公共關係等五大構面。實體活動事件行銷的關鍵成功因素主要在於活動地點與事件訊息的決定。受訪經理人認為，消費者只要經過實體活動會場，即能以「視覺」來影響消費者，讓消費者留下印象，就極有可能因為接收到訊息而來參與活動或影響未來購買意願。 網路活動事件行銷成功關鍵因素在於活動定位，尤以活動的話題是否具有誘因為主。受訪經理人表示，雖然網路活動事件行銷能以較低預算進行，且不受時間、空間限制，然而活動網站的話題若不夠吸引消費者，即使運用再多的廣告，消費者也不會願意進入活動網站。 而實體活動與網路結合之事件行銷，由於具有實體與網路之特性，其成功的關鍵因素在於目標族群的設定與事件訊息的決定。目標客群需具有參加實體活動的意願，且願意繼續於網路上參與活動，此外，在活動事件訊息的設計上，也要能使實體活動參加者，繼續參與網路活動，並使其運用「義氣相挺」與「分享」的特性，在網路上繼續製造話題與吸引人氣，才能使事件行銷達到最大效益。

本研究旨在探討大學生Facebook涉入、社會資本與心理幸福感之間的關連性。本研究比較Facebook涉入是否比傳統的Facebook使用測量（Facebook使用時間、朋友數）對於社會資本、心理幸福感更具預測力。此外，本研究並探討社會資本是否為Facebook涉入、心理幸福感之間的中介變項。本研究以便利取樣抽取臺灣地區十七所大專院校，回收有效問卷數為1135份。本研究採用「Facebook現況調查」、「大學生Facebook涉入量表」、「心理幸福感量表」、以及「社會資本量表」為研究工具。收集的資料以迴歸分析、驗證性因素分析、結構方程式模型進行分析。統計分析結果發現，相較於Facebook使用時間與朋友數，Facebook涉入對於社會資本更具預測力。此外，Facebook涉入對心理幸福感的預測力也遠高於Facebook使用時間與朋友數。結構方程式模型的分析結果顯示，Facebook涉入對心理幸福感以及社會資本都顯著的正向效果；且社會資本的中介效果也達顯著。最後，本研究根據研究發現，對教育輔導實務以及未來研究提出建議。 / The purposes of this study were to investigate the relationships among Facebook involvement (FI), social capital (SC), and psychological well-being (PWB) of college students. This study compared the predictive capacity of FI, Facebook usage time (FUT) and number of Facebook friends (NFF) with regard to SC and PWB. Besides, we also investigated whether SC mediate between FI and PWB. We recruited 1135 university students based on convenient sampling from 17 colleges of Taiwan. Facebook usage survey, Facebook Involvement Scale, Social Capital Scale, and Psychological Well-Being Scale were used as measurements in this study. We analysed the collected data using regression analysis, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The analytical results showed that the standardized regression coefficients between FI and SC were significantly stronger than those of FUT and NFF. Likewise, the standardized regression coefficients between FI and PWB were also significantly stronger than those of FUT and NFF. These results indicated that FI predicted the psychological consequences of Facebook usage more effectively than FUT and NFF. The results of SEM revealed that FI had positive effect both on SC and PWB. Moreover, SC mediated between FI and PWB significantly. Some recommends for education/guidance practice and future research were given based on research findings.

近年來，使用社群網站的公司數量急遽的增加，公司視社群網站為是另外一種渠道，可增加產品的曝光，並且獲取新客戶與維繫現有客戶。因此，許多公司企圖藉由多種形式與特色的內容去吸引觀看以及與客戶互動，以發揮社群網站的最大效用。然而，如何去吸引到最多客戶仍就是一個未解的謎題。管理內容發展包含許多不同的面向，包括呈現的內容、什麼樣的類別能受到顧客喜愛，以及決定最適當的時間發布，為了加強對於內容策略的了解，本篇研究提出一些方法，藉由發展社群網站內容刺激顧客參與。 根據使用與滿足理論框架，本篇研究專注於透過內容發展來滿足顧客。藉由學術文獻上的參考與實際案例分析，本研究識別出幾個重要的元素，最能夠去影響內容人氣的程度，分別是生動、互動、豐富、情緒。本篇研究使用知名雜誌內容中我們所提到的四個重要元素，測驗其帶來的影響程度。 透過本研究，我們不僅發現互動與情緒元素可以對於顧客參與帶來正向的影響，並且也證實顧客參與於粉絲專頁上，對於公司而言是有利益的。這些發現可以改善公司對於內容特色上的了解，以及知道如何有效去刺激顧客參與於社群網站。 / The number of enterprises that use social network sites (SNS) has increased dramatically in recent decades. Companies consider SNS to be another channel for increasing brand and product exposure and acquiring or retaining customers. Many companies attempt to leverage social networks by providing various forms of content to attract views and interact with customers. How to reach and attract the maximum number of customers remains a significant question for all types of businesses. Managing content development involves various dimensions, including determining what to present to viewers, what type of content customers prefer, and when the appropriate time is to post new content. To enhance the understanding of content strategy, this study aims to address ways to stimulate customer engagement by developing SNS content. Based on the use and gratification framework, this study focuses on the spectrum of strategies for satisfying users through content development. By employing a review of academic research and practical cases, this study identifies factors that can influence the intensity of content popularity and users’ behavior on SNS. The four components of content development are vividness, interactivity, richness, and emotiveness. This study tests the level of influence of each factor using data from brand fan pages of famous magazines. Through the research, we not only find that the interactivity and emotiveness factors would positively affect customer engagement but also verify that the intensity of customer engagement on the brand fans page is beneficial to companies. The findings can improve companies’ understanding of the attributes of quality content and how to stimulate customer engagement on SNS.

為因應資訊科技時代，政府機關在早期推動電子化政府，從第一階段的政府網路基礎建設一直到第三階段著眼於社會關懷、提供民眾無縫隙的政府服務，直到目前第四階段電子化政府規劃面向，著重在主動全程服務、行動電子化政府、結合社會網絡以及e化服務宅配到家，強調政府服務無疆界，期望政府能提供民眾更優質的服務。然而，隨著Web2.0時代的來臨以及家戶連網率的普及，政府提供的網路服務不僅僅只是單面向地提供下載及閱讀服務，還必須提供互動及分享的服務，使能讓電子化政府品質更加完整，並能達到網路公民參與之目的。 本研究以臺北市大同區公所成立之所屬臉書粉絲專頁「當我們同在一起（臺北市大同區公所）」為個案研究對象，利用文獻分析法，蒐集相關網路公民參與機制之文獻，加以歸納綜整，並採深度訪談法，以立意抽樣的的方式選定粉絲專頁的積極參與者和粉絲專頁經營者進行深度訪談，其主要研究目的為：（1）探討臺北市大同區公所所屬臉書粉絲專頁「當我們同在一起（臺北市大同區公所）」的建立目的；（2）探討該粉絲專頁之運作機制、民眾的互動性及回應性為何；（3）探討該網路公民機制達到公民參與的哪個面向。 依據其研究結果，就該網路公民參與機制若欲提升其公民參與度，提出相關研究建議：（1）積極招募粉絲，以提升參與率；（2）配合用戶背景發佈貼文訊息，以提升粉絲黏著度；（3）科技是否可以落實直接民主。期望能作為其他機關建置網路公民參機制-臉書粉絲專頁之參考。

本研究分析消費者如何在不同的社群網路間作出選擇，當用戶使用社群網站的同時，產生與朋友互相連結、分享資訊、聯絡感情等正面網路外部性，且此外部性隨著社群網站的功能越強大、隱私設定越開放而大幅增加，使用戶使用越開放的平台產生的效用越高。 但此現象同時帶給使用者相對程度的威脅：越開放的平台越無法對隱私權進行有效控制，換言之，越開放的平台越 「不願意」 對隱私權進行規範。隨著新興社群網站漸趨開放，用戶一方面享受朋友高度連結產生的正面效用，另一方面承受失去個人隱私權帶來的負面效用。且當重大侵犯隱私權事件發生，此正面外部性將如同雙面刃般轉化為傷害用戶的利器，其高度的好友連結度反而用戶間無一倖免產生強烈的效用損失。 傳統社群網路不必然會被開放性的新興社群網路所取代，因此本論文分析了純粹社群均衡、雙重均衡與社群優勢均衡的情形等多種社群網路均衡型態。 / This thesis analyzes social network asoption by consumers. The linkage with friends is nodeled as positive network effect. That is , the higher the amount of friends a user connects on a social network site, the higher the extra benefits she derives other than the direct ututility via usage. On the other hand, as new social network sites demonstrate: openness inproves connecting potential but gives way to privacy cncern.A privacy breaching event will rattle the socialty connected group to a drastic degree. Throung the interaction of both the positive and the negative network effects, we find that many types of social network equilibrium can be sustained.