媽祖文化於Facebook粉絲專頁媒體呈現形式之探討

黃兆偉 ； 黃國峰 ； 游耿能

《TANET2016 臺灣網際網路研討會》 2016 (2016/11) Pp. 877-882-157

https://doi.org/10.6679/TANET.2016.157

摘要

全球網際網路普及，加上社群媒體平台的出現，改變了人們互動的方式，藉由在社群平台上互相分享資訊。而在臺灣社群媒體發展現況，Facebook社群平台使用人口較多，企業品牌也相繼在Facebook社群平台開創粉絲專頁，品牌經營在新舊媒體的策略上有所改變。而有關臺灣民俗文化之推廣，也相繼以Facebook社群平台粉絲專頁來經營文化品牌資訊的傳遞。本研究以媽祖文化粉絲人數最高的四個粉絲專頁為主要研究對象，依其貼文呈現形式(生動性、互動性、內容類型、發佈時間)作為自變項，將以社群使用者在平台上產生的互動行為(按讚、留言、分享)作為依變項，來探討貼文呈現形式對於互動行為的影響。資料檢索於2015年9月1日至2016年5月31日期間共1710則貼文樣本，研究結果發現：(1)影片呈現形式在互動行為表現是最好的；(2)影片媒體在於直播影片、一般影片及分享影片分類有顯著差異；(3)貼文形式以要求行為、抽獎活動、直播視訊在互動性上表現是最好的。本研究透過資料分析結果，顯示臺灣民俗文化在Facebook社群粉絲專頁的貼文媒體呈現，提供粉絲專頁管理者經營時之參考方向。

關鍵字

社群網路 ； Facebook ； 民俗文化 ； 媽祖

並列摘要

The popularization of Internet have initiated many innovative applications. The social media is one of new platforms that has changed the way people interacting with each other and sharing of information. In Taiwan, many companies create facebook page to take advantage of the number of social media users to gain closer ties with its clients. Brand management has also been changed with the new operational style of social media platform. Many religious organizations also use the facebook to communicate with their followers. In Taiwan, one of the biggest folk religious group is the Matsu culture. The Matsu organization has been transmiting its message and activities through facebook fan pages recently. This study investigated the usage of the Matsu culture facebook fan pages. The data were collected from the facebook pages of the top four Matsu temples in Taiwan. The independent variables are set to be the post types (vividness, interactivity, content type, post time) on the top four facebook fan pages. The dependent variable are the recorded users behavior (like, comment, share) on the facebook. Our study analyzed the interactivity influenced by post type on fan pages. We collected and analyzed 1710 posting record from facebook during the period September 1, 2015 and May 31, 2016 (the period before and after the annual March Matsu Pilgrimage Procession activity). Our main findings are : (1)To post video is the best interactive way; (2)Live video, Normal video, Shared video have significant differences; (3)The types of the post of Call to action, Lottery, Live video showed greater influence in interaction. Our research result may provide the managers of Taiwanese culture of Facebook fan pages some deep thoughts about the promotion of their activities in the future.

並列關鍵字

Social Network ； Facebook ； Folk Culture ； Mazu