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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 李瑞庭(Anthony J.T. Lee) | |
| dc.contributor.author | Ying-Chiu Lee | en |
| dc.contributor.author | 李盈萩 | zh_TW |
| dc.date.accessioned | 2021-06-16T13:13:14Z | - |
| dc.date.available | 2016-08-29 | |
| dc.date.copyright | 2013-08-29 | |
| dc.date.issued | 2013 | |
| dc.date.submitted | 2013-07-30 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/61788 | - |
| dc.description.abstract | 近年來社群網路蓬勃發展，越來越多公司希望可以透過社群網路上的粉絲團來宣傳產品、提昇品牌形象給顧客及吸引潛在顧客。因此，擁有足夠數量的粉絲及這些粉絲持續不斷地分享粉絲團上的資訊，對公司的永續經營帶來莫大的幫助。然而，在現有的文獻中尚未探討粉絲團如何為公司帶來價值。因此，在本篇論文中，我們首先找出影響粉絲團價值的因素，包括粉絲團的發文數、粉絲數、發文的品質、粉絲團的吸引程度、發文被分享的程度。接著我們利用最佳控制理論建構一個粉絲團價值評估模型，並分成兩種狀況分析此模型。首先，我們將發文的品質及粉絲團的吸引程度設為常數，探討發文被分享的程度如何影響粉絲團的發文數、粉絲數及粉絲團的價值。接著，我們探討發文的品質、粉絲團的吸引程度及發文被分享的程度是如何影響粉絲團的發文數、粉絲數及粉絲團的價值。當僅有發文被分享的程度設為變數時，發文數會隨著粉絲數的上升、發文被分享的程度上升或發文的品質上升而上升。然而，當資訊過載的程度上升，會導致發文數下降。此外，當發文數上升，粉絲數也會上升。比較兩種情況我們發現，在所有變數皆設為變數的情況下，粉絲團的價值、發文數、及粉絲數大於在僅有發文被分享的程度設為變數的情況。最後，我們探討其管理意涵，以及他對粉絲團管理策略的影響。 | zh_TW |
| dc.description.abstract | Nowadays, Facebook has more than 1 billion users, which has become the most popular SNS in the world. Firms attempt to formulate marketing strategies driven by word-of-mouth on SNSs and expect fans to share posts to attract more and more non-fans through fan pages. Accordingly, having a sufficient number of users who participate and continually share contents on a fan page is crucial to its sustainability. However, there is no model dedicated to evaluating the value of a fan page. Therefore, we propose a model to investigate the key factors affecting the activities of a fan page and then assess its value based on these factors. We first identify the factors to evaluate the value of a fan page, namely, the amount of posts, the amount of fans, the quality of posts, the attraction towards fan page, and the rate of sharing posts. Next, we utilize the optimal control theory to propose a valuation model based on these factors. We analyze the model in two cases. We first investigate how the value of fan page is affected by sharing rate, where the quality of posts and the attraction towards the fan page are set to constants. Then, we inspect how the value of fan page is affected by the affecting factors changed dynamically over time. We call the former static case and the latter dynamic case.
The results of static case show that the amount of posts increases as the sensitivity to amount of fans for posts, the sensitivity to the sharing rate, or the post quality increases. However, as the sensitivity to amount of posts increases, the amount of posts decreases because of information overload. Furthermore, if the firm enhances the sensitivity to attraction or post quality, the amount of fans increases. Moreover, the value of fan page, amount of fans and amount of posts in dynamic case are much larger than those in static case. In comparison to static case, posts contribute much more value to the fan page in dynamic case. The value of the fan page in dynamic case is much larger than that in static case. The proposed model may give firms suggestions about the posting frequency, the amount of posts, and the amount of users they should maintain. The results derived from our model can be used to improve the management strategies for fan pages. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T13:13:14Z (GMT). No. of bitstreams: 1 ntu-102-R00725036-1.pdf: 1142685 bytes, checksum: 4442d5bff109a01a7e29940b35a158a2 (MD5) Previous issue date: 2013 | en |
| dc.description.tableofcontents | Table of Contents i
List of Figures ii List of Tables iii Chapter 1 Introduction 1 Chapter 2 Literature Review 5 2.1 WOM and viral marketing 5 2.2 Fan page 7 Chapter 3 The Proposed Model 8 3.1 Model parameters and control variables 8 3.2 The change rate of the amount of posts 10 3.3 The change rate of the amount of fans 10 3.4 Fan page valuation model 11 Chapter 4 Dynamic Sharing Rate, Static Post Quality and Attraction Levels 12 4.1 Solution methodology 12 4.2 Discussions and managerial implications 13 4.2.1 Impact of the post quality 16 4.2.2 Impact of the sensitivity to amount of fans for posts 17 4.2.3 Impact of information overload on the optimal amount of fans and posts 18 4.2.4 Impact of the sensitivity to the sharing rate 20 4.2.5 Impact of the attraction 21 Chapter 5 Dynamic Sharing Rate, Post Quality and Attraction Levels 23 5.1 Solution methodology 23 5.2 Discussions and managerial implications 25 Chapter 6 Concluding Remarks and Future Work 34 References 36 | |
| dc.language.iso | en | |
| dc.subject | 最佳控制理論 | zh_TW |
| dc.subject | 粉絲團 | zh_TW |
| dc.subject | 社群網站 | zh_TW |
| dc.subject | 粉絲團價值 | zh_TW |
| dc.subject | Social network site | en |
| dc.subject | Fan page | en |
| dc.subject | Optimal control theory | en |
| dc.subject | Fan page valuation | en |
| dc.title | 社群網路中粉絲價值評估模型 | zh_TW |
| dc.title | A Fan Page Valuation Model for Social Network Sites | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 101-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 李永明(Yung-Ming Li),孔令傑(Ling-Chieh Kung) | |
| dc.subject.keyword | 粉絲團,社群網站,粉絲團價值,最佳控制理論, | zh_TW |
| dc.subject.keyword | Fan page,Social network site,Fan page valuation,Optimal control theory, | en |
| dc.relation.page | 39 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2013-07-30 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
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| ntu-102-1.pdf 未授權公開取用 | 1.12 MB | Adobe PDF |
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