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標題: | 財經部會社群媒體策略分析—以中華民國財政部Facebook粉絲專頁為例 A Study on Social Media Strategy of Financial and Economic Affairs: A Case of Ministry of Finance, R.O.C. |
作者: | Chia-Wen Lu 呂佳紋 |
指導教授: | 張宏浩(Hung-Hao Chang) |
關鍵字: | 社群媒體,臉書,粉絲專頁,貼文,政府機關, Social Media,Facebook,Fan Page,Post,Government agencies, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 網路社群時代的來臨,政府機關逐漸將宣導重心轉移至社群媒體,尤以Facebook(臉書)粉絲專頁最為廣泛使用,藉其互動性及傳播性以彌補傳統媒體之不足,塑造政府機關親民形象之餘,亦有助於提高施政成效,故找出粉絲專頁最佳貼文策略,強化政府社群之經營績效,即為重要且備受關注之議題。
本研究以財政部經營之「中華民國財政部」粉絲專頁為研究對象,篩選出318則貼文樣本進行敘述統計、交叉分析及迴歸分析,並探討貼文訊息因素對粉絲互動行為有無正向影響。貼文成效以「按讚數」、「留言數」、「分享數」為評判指標,策略因素則參考既有文獻後,再根據研究個案選取適合者共12項。 研究實證發現,對粉絲互動行為皆有顯著正向影響者為訊息娛樂性及訊息澄清性;對按讚及分享有顯著正向影響者為訊息民生性;而對按讚有顯著正向影響者為感性訴求。因此,政府機關如欲透過Facebook粉絲專頁作政策溝通,並即時有效地傳遞正確資訊,可參酌五項貼文成功策略,包含提高貼文之娛樂性、提高貼文之民生性、重視貼文澄清效力、提升貼文情感訴求以及貼文內容勝於媒介。最後,綜合研究成果作為財政部等財經部會社群經營之方向參考,亦提出研究限制,建議未來研究可納入考量。 With the advent of the age of network community, government agencies gradually shifted their focus to social media, especially Facebook fan page which is widely used. Through its interactivity and communication, Facebook fan page can make up for traditional media, and enhance not only the image of government agencies but also the effectiveness of policies. In addition, finding the best post strategy is important and public concerned. The Facebook fan page of “Ministry of Finance of the Republic of China” which set up by The Ministry of Finance is employed as a case study, and screened out 318 posts for descriptive statistics, cross analysis and regression analysis to explore what factors of posts have a positive effect on fan interaction. The effectiveness of posts is judged by number of likes, comments and shares, and based on the existing literature, 12 post factors are selected according to the case study. Empirical research shows that the entertainment and clarification of message have significant positive influencers on fan interaction, the livelihood of message has significant positive influence on likes and sharing, and emotional appeal has significant positive influence on likes. Therefore, if government agencies try to use Facebook fan pages to spread out policies instantly and effectively, follow five successful posts strategy, including improvement of the entertainment, improvement of the livelihood, attention to the effectiveness of post clarification, and enhancement the emotional appeal. Finally, the comprehensive research results serve as a reference for financial and Economic Affairs like Ministry of Finance, and also put forward research limitations and suggests that future research can be taken into consideration. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/8379 |
DOI: | 10.6342/NTU202001939 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 農業經濟學系 |
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U0001-2807202000253800.pdf | 11.58 MB | Adobe PDF | 檢視/開啟 |
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