網路技術的快速發展，使人與社會的接觸從實體走入虛擬，人與人之間的交流互動，可以透過社群媒體與網站進行意見的交流與資訊，政府單位、典藏機構與公眾人物等具有群眾號召力之訊息發布者，莫不透過網路社群的功能，達成資訊的成功傳遞。典藏機構是一般大眾最為信賴的知識傳播者，隨著社群網站成為主流的資訊中介站，檔案館也開始在2008年設立Facebook粉絲專頁。有鑑於Facebook具有資訊傳播效益，能提升檔案館與使用者意見的直接溝通。本研究旨在瞭解國內外檔案館Facebook粉絲專頁的互動經營模式，透過內容分析、深度訪談與問卷調查法，以不同的角色探討檔案館Facebook的經營策略與網路使用者的互動需求。
本研究以媒介豐富度的指標為基礎架構，透過內容分析法，觀察國內外6所檔案館Facebook粉絲專頁2015年10月至12月間579則貼文的發布頻率、主題內容與互動率，另輔以深度訪談法，探討檔案館Facebook經營者的貼文回饋速度、多元化內容提示與語言多樣性，瞭解國內檔案館Facebook粉絲專頁的經營維護政策。最後採問卷調查法，分析123份有加入檔案館Facebook之使用者對於該社群網站經營狀況的看法，及其認為檔案館最需要改進的地方。
研究結果發現，雖然檔案館的Facebook發文頻率偏高，但卻無法引發使用者共鳴，同時，使用者也認為檔案館之留言回饋率過低，不符需求。由內容分析與深度訪談結果得知，檔案館Facebook粉絲專頁經營者希望借助該社群網站的易用性與即時性，進行該館活動的推廣，而從Facebook頁面中，則可以發現互動率最高的媒體類型分別為相片、影片與連結。問卷調查部分，檔案館的Facebook使用者較能接受口語化的撰寫方式，且其亦會依據貼文主題的不同，給予不同程度的互動。本研究建議檔案館Facebook可提供豐富的多媒體貼文內容，透過符合使用者需求的內容包裝方式，讓兩者的互動更為積極。 / With the advent of the Internet, social networks afford an opportunity to make information much more broadly available and make direct contact between administrators such as governments, libraries, archives, museums and internet users. Library, archives and museums are the most trusted information suppliers. With the concept of becoming a communication intermediate, archives around the world started to create Facebook Pages since 2008 for extending communication channel with users of archives. The purpose of this research is to investigate the public communication and operating status of archives on Facebook.
This research collected data from analyzing the media richness on the Facebook posts from US National Archives (U.S.), The National Archives (U.K.), National Archives of Australia and 3 public archives in Taiwan during October 1 to December 31, 2015. Besides, also used in-depth interview with archivists who managed the Facebook Pages to understand the operating policies of archives. Furthermore, questionnaire survey was conducted to capture users’ access behavior and analyzed the users’ barriers.
According to the results, most of the users stated that, although archives have tried very hard to keep up with the trend, failure on reaching consensus between users’ need and administrative costs and effectiveness were a big problem. Facebook followers considered insufficient communicating cannels and lacked of immediate feedback reduced the satisfaction on the presentation of Archives’ Facebook. With content analysis, this study found that the media which could cause highly interaction were photos, videos and links, even the spoken text markup language were more acceptable by Internet users. This study suggests that archives should deliberate to provide more posts with multiple types of clues. Through the process of modifying original transactional messages, the communication between archives and users will be more effective.
| Identifer | oai:union.ndltd.org:CHENGCHI/G1031550141 |
| Creators | 王琪寛, Wang, Chyi Kuan |
| 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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