臉書（ Facebook ）顛覆了行銷方式與社群傳播行為。本研究探討臉書之粉絲專業貼文與粉絲間的互動關係。以智慧鐵人創意競賽為個案，分析貼文發布時間、發布星期，貼文字數，貼文類型(圖像、連結、純文字、影片、影片連結)及貼文內容分類(評價性、資訊性、 娛樂性、利益性)五項變因與貼文互動關係 。期望了解哪些變因能提升貼文的互動力，使貼文更有成效達成擴散。
本研究採集 2014 年10月 1 日至 2017 年 10 月 31 日期間之 1119 篇貼文作為研究樣本。取按讚、留言、分享數各前 10% 之110 篇貼文進行量化與質化分析。最後取前 3 % 的貼文(共三十篇)，耙梳文本全文，找出吸引使用者互動的共通模式。
統計分析發現，貼文發布時間、發布星期及貼文類型，沒有差異，但 601 - 800 字貼文互動效果較其他字數組別佳，具有顯著差異。而在內容文本分析方面，當貼文內容中有行動訴求，與使用者使用相同語言，以及藉由共同經歷營造社群感，能提升貼文互動力；而當貼文類型為影片或連結時，貼文內容如過於簡短單調則會降低貼文互動力。 / An interactivity analysis of Facebook posts - a case study of the fan page of the Intelligent Ironman Creativity Contest
Abstract
Facebook is a social networking service launched on February 5, 2004. It also started the new era of media and promotion. However, how to write a post is close related to the effectiveness on interaction with readers. This in term affects the influence of the post. This thesis used data from Intelligent Ironman Creativity Contest, analyzed post time (2 hrs duration in a day), post days (Monday to Sunday), number of words (every 200 words up to 1200), post type (photo, link, Status, video and share video) and post content (evaluative, Informative, entertainment, profitable). The result could be useful guidelines in managing fan page for high school and creativity related activities
This research collects 1119 posts from October 1st, 2014 to October 31st, 2018 as samples. We use 110 posts which is the top 10% posts with highest number of like, post, share as the base for quantitative and qualitative analysis. Finally, we examine the content of the top 3% posts and find the common pattern for attract readers.
The results show that there is significant effect on post time, post day and post type. But posts with words from 600 to 800 are the most effective than other number of words. When the post types are video and link, short explanation is not enough. If there are action requests, reader costumed phrases or shared memories in the post, the post is very effective in interaction with readers.
Key Words：interactivity analysis of Facebook posts, Educational activities, Intelligent Ironman Creativity Contest
| Identifer | oai:union.ndltd.org:CHENGCHI/G0102941023 |
| Creators | 陳品妤 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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