請用此 Handle URI 來引用此文件: http://hdl.handle.net/11455/92540
標題: 萃取網站內容與社群媒體內容之關鍵成功因素:灰關聯分析法之應用
Using Grey Relation Analysis to Determine the Key Success Factors of the Website Content and Social Media Content
作者: Pei-Ning Huang
黃珮寧
關鍵字: 網路
網站內容設計
社群媒體
社群媒體內容設計
內容
鮪魚專賣店
關鍵成功因素
灰關聯分析法
Web
Website content design
Social media
Social media content design
Content
Tuna shop
Key Success Factors
Grey Relational Analysis
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摘要: While the world economic system is changing towards the new Web based Economics, this research explores the key success factors of content of websites and social medias. The content of website is the design factors that could be controlled by website operator, for example, Website design (the arrangement of website appearance, the classification of products and the update frequency), Products (the quality of products, the range and selection of products, store inventory) and Promotions (rebate and private or preferred customer sales). The content of social media is the social media design could be controlled by social media operator, for example, Communication (responsiveness), Prestige (reputation, sustainability and currency) and Merchandise (quality, range, selection and store inventory) and so on. Most import of all, we hope that by determining the Key Success Factors (KSF) of content design, website and social media content designers can design their better quality contents based on these KSF. Then, online readers can view the value of website or social media from the highlight of culture and product, not only price. This research collected the factors of website design and social media design by literature review and compiled all the factors to develop the questionnaires, including 'Questionnaire 1: dimensions of website', 'Questionnaire 2: factors of website', 'Questionnaire 3: dimensions of social media' and 'Questionnaire 4: factors of social media', which are to be answered by managers. We collected 173 effective samples in 'Questionnaire 1: dimensions of website', 201 effective samples in 'Questionnaire 2: factors of website', 241 effective samples in 'Questionnaire 3: dimensions of social media' and 236 effective samples in Questionnaire 4: factors of social media'. In addition, this study also conducted a survey through Grey Relational Analysis (GRA) to extract the KSF of website design for operators to improve the quality of website and the intention of website browsers to develop the marketing strategies attracting customers. This study also extracts the key success factors of social media design for operators to improve the quality of social media and the intention of social media browsers to develop the marketing strategies attracting social media users. Finally, we apply the KSF of social media content design to one real Tina shop content issued by social media. We develop the'Questionnaire 5', which compared original content with content designed based on KSF. And we collected 383 effective samples in 'Questionnaire 5'. The result of'Questionnaire 5' shows the application of KFS is practicable.
有鑑於全球經濟體系由傳統邁向「網路」經濟新時代,本研究探討「網站內容」與「社群媒體內容」之關鍵成功因素。「網站內容」是「網站經營者」對於「網站」所能操控的「設計因素」,例如: 網站的設計(網站畫面的安排、商品的分類方式及網站設計的更新速度)、商品(商品的品質、商品種類的寬度與廣度及商品的存貨資訊)、促銷(促銷的折扣資訊、配合消費者偏好的促銷期間及促銷的折價券資訊)…等。「社群媒體內容」是「社群媒體經營者」對於「社群媒體」所能操控的「設計因素」,例如: 溝通(提供店家的聯絡資訊及擁有短時間內回應顧客需求的能力)、聲望(社群媒體的知名度、社群媒體服務是永續經營的及社群媒體是持續性的在進步)、商品(商品的品質、商品種類的寬度與廣度及商品的存貨資訊)…等,本研究之目的為探討出「網站內容設計因素」及「社群媒體內容設計因素」提供給經營者提升其文章內容品質後,使大家未來在虛擬通路購物時,不只只是重視商品的「價格」,而是願意去瞭解各網站或各社群媒體所提供的「差異性」之「內容」來決定是否購買。 本研究以文獻蒐集之方式彙整「網站內容設計因素」及「社群媒體內容設計因素」。在「網站內容設計因素」的部分發展出「問卷一:網站設計構面之問卷」及「問卷二:網站設計因素之問卷」;在「社群媒體內容設計因素」的部分發展出「問卷三: 社群媒體設計構面之問卷」及「問卷四:社群媒體設計因素之問卷」,並透過實際發放問卷給職位階級為「管理階級」的管理者填寫,問卷一回收173份、問卷二回收201份、問卷三回收241份,及問卷四回收236份。 本研究透過「灰關聯分析法」分析上述四份問卷,並將萃取出的「網站內容設計因素之關鍵成功因素」提供給網站經營者參考,以利其提升「網站內容設計」之品質及網站瀏覽者的使用意願,進而以利經營者自行發展出適合的行銷策略來吸引消費者瀏覽網站,以及將萃取出的「社群媒體內容設計因素之關鍵成功因素」提供給社群媒體經營者參考,以利其提升「社群媒體內容設計」之品質及社群媒體使用者之使用意願,進而以利經營者自行發展出適合的行銷策略來吸引消費者使用社群媒體。 最後,本研究將「社群媒體內容設計」之研究結果得出的關鍵成功因素應用於一個鮪魚專賣店的實際社群媒體發布的文章,將原文與應用關鍵成功因素的文章發展成網路問卷,經過發放後,共回收383份問卷,問卷結果驗證本研究之關鍵成功因素之應用是可行性的,可提供給各行業的社群媒體經營者在設計文章內容前做參考。
URI: http://hdl.handle.net/11455/92540
文章公開時間: 2017-06-18
顯示於類別:行銷學系所

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