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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 林怡秀 | zh_TW |
dc.contributor.advisor | Yi-Hsiu Lin | en |
dc.contributor.author | 李衡 | zh_TW |
dc.contributor.author | Heng Li | en |
dc.date.accessioned | 2023-08-16T16:39:15Z | - |
dc.date.available | 2023-11-09 | - |
dc.date.copyright | 2023-08-16 | - |
dc.date.issued | 2023 | - |
dc.date.submitted | 2023-08-08 | - |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/88986 | - |
dc.description.abstract | 社群媒體是現代個人與組織互動的重要平台,對於職業球隊而言,透過社群媒體參與,球迷能夠表達對球隊的認同,並加深彼此之間的關係,同時提高球隊的曝光度與球迷的忠誠度,因此,研究社群媒體參與的可行性以及分析其重要性,對於職業球隊在社群媒體平台的經營具有重要價值。本研究旨在探討利用社群媒體貼文特徵預測臺北富邦勇士籃球隊在社群媒體參與之可行性,建立多元線性迴歸 (MLR)、支援向量迴歸 (SVR)、決策迴歸樹 (DTR) 以及極限梯度上升 (XGB) 模型,利用貼文特徵 (發佈時間、歷史互動、貼文主題與類型),預測總互動目標變量。研究結果顯示: 根據模型性能評估指標,SVR模型最適合預測臺北富邦勇士籃球隊社群媒體參與;其中,歷史互動與發佈日等貼文特徵對預測總互動之影響較大。據此,本研究建議未來可擴大研究範圍,探討不同的研究對象與社群媒體平台、納入其他特徵變量或進行模型優化,助未來社群媒體經營與發展。 | zh_TW |
dc.description.abstract | Social media is an important platform for modern personal and organizational interactions. For professional sports teams, fan engagement through social media allows fans to express their support for the team and deepen the relationship between the team and its supporters. It also increases the team's visibility and fan loyalty. Therefore, researching the feasibility and analyzing the importance of social media engagement holds significant value for the management of professional sports teams on social media platforms. This study aims to explore the feasibility of predicting the engagement of the Taipei Fubon Braves basketball team on social media using post features. Multiple Linear Regression (MLR), Support Vector Regression (SVR), Decision Tree Regression (DTR), and Extreme Gradient Boosting (XGB) models were established to predict the total interaction target variable, utilizing post features such as publishing time, historical interactions, post topics, and types. The results showed that, based on model performance evaluation indicators, the SVR model was best suited for predicting the social media engagement of the Taipei Fubon Braves. Among them, historical interactions and posting date had a significant impact on predicting the total interactions. Based on this, the study recommends expanding the scope of future research to explore different research subjects and social media platforms. Additionally, incorporating other feature variables or optimizing the models could aid in the future development and management of social media marketing. | en |
dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2023-08-16T16:39:15Z No. of bitstreams: 0 | en |
dc.description.provenance | Made available in DSpace on 2023-08-16T16:39:15Z (GMT). No. of bitstreams: 0 | en |
dc.description.tableofcontents | 謝詞 I
中文摘要 II Abstract III 目錄 IV 圖目錄 VI 表目錄 VII 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究問題 3 第四節 操作型定義 4 第五節 研究範圍與限制 6 第貳章 文獻探討 7 第一節 社群媒體參與 7 第二節 社群媒體貼文特徵 8 第三節 模型預測原理 9 第四節 模型性能與變量重要性 12 第五節 本章總結 14 第參章 研究方法 15 第一節 研究架構 15 第二節 研究流程 16 第三節 研究對象 17 第四節 貼文特徵選擇 18 第五節 模型建立與預測分析流程 19 第肆章 結果與討論 20 第一節 社群媒體貼文特徵分佈 20 第二節 模型驗證 25 第三節 變量重要性分析 28 第伍章 結論與建議 31 參考文獻 33 | - |
dc.language.iso | zh_TW | - |
dc.title | 利用社群媒體貼文特徵預測臺北富邦勇士籃球隊社群媒體參與之可行性探討 | zh_TW |
dc.title | Predicting the Feasibility of Taipei Fubon Braves Basketball Team's Social Media Engagement Using Post Features | en |
dc.type | Thesis | - |
dc.date.schoolyear | 111-2 | - |
dc.description.degree | 碩士 | - |
dc.contributor.coadvisor | 林彥光 | zh_TW |
dc.contributor.coadvisor | Yen-Kuang Lin | en |
dc.contributor.oralexamcommittee | 廖俊儒;楊志顯 | zh_TW |
dc.contributor.oralexamcommittee | Chun-Ju Liao;Chih-Hsien Yang | en |
dc.subject.keyword | 社群行銷,參與度衡量,球隊經營,機器學習,預測方法, | zh_TW |
dc.subject.keyword | social media marketing,engagement measurement,team management,machine learning,prediction methods, | en |
dc.relation.page | 39 | - |
dc.identifier.doi | 10.6342/NTU202303085 | - |
dc.rights.note | 未授權 | - |
dc.date.accepted | 2023-08-09 | - |
dc.contributor.author-college | 共同教育中心 | - |
dc.contributor.author-dept | 運動設施與健康管理碩士學位學程 | - |
顯示於系所單位: | 運動設施與健康管理碩士學位學程 |
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