社群網站是目前蓬勃發展的網路應用服務，其多樣化功能與高互動性不僅影響使用者生活習慣也促進其購買行為。越來越多企業投入大量成本經營社群網站，希望從中得到好處，但仍有部分企業質疑經營社群無法替企業帶來實質效益。本研究目的在探討經營社群是否可以帶給企業效益。藉由大量文獻探討，提出了六個關於社群效益的假設。透過四階段研究來驗證假設，第一階段蒐集了全球16個跨國企業資料加以分析，得到了一個概略性的了解; 第二階段蒐集了58個跨國企業的資料進行社群能力與產品銷售之關聯性分析;第三階段研究將焦點放回台灣企業，蒐集了電信、航空、銀行以及便利商店四個產業中11個企業資料進行社群能力與產品銷售的關聯性分析;第四階研究段針對第三階段的11個企業進行社群經營與企業效益的分析。
本研究發現，經營社群與提升顧客滿意度以及提高品牌知名度上關聯性較低；而在航空，銀行以及便利商店產業中，經營社群可以提高整體收益。此外，企業提供具有1)較低價位、2)較低耐受度的產品或服務以及3)消費者參與度較低的購買決策較容易受到社群經營影響。更進一步發現，企業以提升顧客成長以及強化顧客忠誠度為目標去經營社群會獲得較高的成功率，也較容易得到實質效益。 / Most of the major enterprises have invested in social networks to provide services, promote products, or communicate with customers. However, to date no clear understanding on the effects of the social networks on business performance has emerged. This study examined the relationship between the capability of the enterprise to manage social networks and the resultant benefits of their investing in the social network. A fan page on Facebook is the selected target of study. By analyzing the efforts required to manage a fan page, we measure the fan page management capability by its reach, referrals, activities, and interactions. By analyzing literature and practical cases, we hypothesize six types of business benefit impacts can be experienced by enterprises investing in a fan page.
The study applied four-stages of data collection and testing. The first stage is to build a general understanding of the relationship between the number of fans and business revenue. Based on findings of the first stage, the study tested the fan page benefit hypotheses on selected global firms and sought patterns of benefits generated from the fan page. In the third and fourth stage, the study tested the fan page effect on product sold of selected firms in Taiwan and further examined other hypotheses by industries. This study builds deep understanding from various aspects about fan page effects on enterprises, and proposes that firms provide products and services with characteristics of low-product price, short-product durability and low-customer involvement are more influenced by the management of their fan pages. Retail industries such as: banking and airline with high capability of managing Facebook fan page are more likely to increase customer growth and intensify customer loyalty.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0099356028 |
| Creators | 蔣仁人, Jiang, Jen Jen |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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