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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃麗君(Li-Chun Huang) | |
| dc.contributor.author | Yi-Hsuan Tsai | en |
| dc.contributor.author | 蔡易軒 | zh_TW |
| dc.date.accessioned | 2022-11-25T05:33:37Z | - |
| dc.date.available | 2026-09-06 | |
| dc.date.copyright | 2021-11-12 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-09-06 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81986 | - |
| dc.description.abstract | 社群媒體在數位化時代是一種極為重要的行銷工具，因此越來越多的企業透過經社群媒體來行銷商品與品牌，而這也是咖啡銷售市場裡是常見行銷策略。隨著全球咖啡銷售市場日漸龐大，2020年的全球咖啡進口量相較於2019年成長約莫一成。在亞洲國家的咖啡進口量最高的國家依序排名分別為日本、南韓以及台灣。星巴克在跨國企業的咖啡銷售市場中是爲龍頭品牌，因此了解該品牌如何經營社群粉絲專頁其意義性重大，其中社群媒體參與行為是持久經營社群媒體的關鍵要素，然而現今有很多品牌對於社群媒體參與行為都不甚了解。 因此本研究就有以下三個目的：（1）跨國文化對貼文內容的影響；（2）跨國文化對於社群媒體參與行為的影響；（3）星巴克的不同類型貼文內容對於消費者參與行為的影響。爲了達成以上研究目的，研究者擷取日本、南韓、臺灣三個國家在2019年的星巴克臉書粉絲專頁內容進行分析。此研究採取卡方檢定比較三國消費者對星巴克貼文內容的偏好，並利用單因子變異數探討不同貼文內容對於消費者的社群媒體參與行為的影響。 研究結果顯示，三個國家的星巴克貼文內容策略有顯著的不同，日本星巴克偏好使用產品資訊類型的貼文内容；臺灣星巴克則是偏好使用促銷類型的貼文內容；南韓星巴克則是比起前面兩個國家更傾向使用社會企業責任類型的貼文內容。此外研究結果還發現南韓星巴克中產品資訊類型的貼文内容比其他類型的貼文内容更能引起消費者的社群媒體參與行為，而在臺灣星巴克則是促銷類型的貼文內容更能引起消費者的社群媒體參與行為。 研究者建議跨國企業的經營者在進軍新的海外市場前，必須先了解當地文化以及何種類型的貼文內容可有效觸及當地的消費者，以便更有效率地引起消費者的社群媒體參與行為，達到最佳的粉絲專頁經營成效。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-25T05:33:37Z (GMT). No. of bitstreams: 1 U0001-0609202115144200.pdf: 1200900 bytes, checksum: 8ab25a1ff203db44a745db3b1b6b11ce (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | Contents 謝誌 i 中文摘要 ii Abstract iii List of Figure vii List of Tables viii 1. Introduction 1 2. Literature Review 5 2.1 Social media 5 2.2 Definition of Social media engagement 8 2.3 Social media engagement in Enterprise 11 2.4 The relationship and index of measuring social media engagement 13 2.5 Cultural difference in users’ behavior 17 2.6 Coffee industry in Global 20 2.6.1 Coffee consumption industry in Taiwan 21 2.6.2 Coffee consumption industry in Japan 22 2.6.3 Coffee consumption industry in South Korea 23 3. Methodology 25 3.1 Data collection 25 3.2 Developing a taxonomy of Starbucks’ Facebook posts 27 3.3 Operational definition of social media engagement behavior 30 3.4 Data analysis method 31 4. Results and Discussion 33 4.1 Post content analysis results 33 4.2 Descriptive statistics of Starbucks post categories in different countries 38 4.3 The effect of the post content on social media engagement 47 5. Conclusion 57 5.1 Summary of research results 57 5.2 Contribution and suggestions of industry in social media post content strategy 59 5.3 Research limitations 61 References 63 | |
| dc.language.iso | en | |
| dc.subject | 消費者參與 | zh_TW |
| dc.subject | 品牌社群 | zh_TW |
| dc.subject | 內容分析 | zh_TW |
| dc.subject | 臉書 | zh_TW |
| dc.subject | content analyze | en |
| dc.subject | en | |
| dc.subject | consumer engagement | en |
| dc.subject | brand community | en |
| dc.title | 國際企業跨文化社群媒體貼文策略分析：以星巴克為例 | zh_TW |
| dc.title | An Analysis of International Enterprises’ Cross-cultural Social Media Posts Strategy: In the Case of Starbucks | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 郭蕙如(Hsin-Tsai Liu),黃慶鴻(Chih-Yang Tseng) | |
| dc.subject.keyword | 品牌社群,消費者參與,內容分析,臉書, | zh_TW |
| dc.subject.keyword | brand community,consumer engagement,content analyze,Facebook, | en |
| dc.relation.page | 69 | |
| dc.identifier.doi | 10.6342/NTU202103015 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2021-09-07 | |
| dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
| dc.contributor.author-dept | 生物產業傳播暨發展學研究所 | zh_TW |
| dc.date.embargo-lift | 2026-09-15 | - |
| 顯示於系所單位： | 生物產業傳播暨發展學系 | |
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