知識型粉絲專頁對經營績效之影響

社群媒體現今不僅是人們生活中重要的資訊獲取平台，對於企業更成為了替代傳統行銷的商業曝光管道，其中企業最常使用之社群網路為Facebook所提供的粉絲專頁功能。在企業紛紛創立粉絲專頁之際，經營競爭上也越來越激烈，而著重於傳遞知識訊息、教學內容的知識型行銷則成為了拉開與追趕者距離的新行銷手法。在經營知識型粉絲專頁的操作內容中，如何將原置於部落格的訊息轉變成粉絲專頁的貼文，使瀏覽人將內容擴散至不同族群以達經營績效甚為重要，因此該如何操作貼文訊息（貼文內容類別、貼文種類、貼文排程時間）為經營者的首要課題。本研究以知識型粉絲專頁為例，探討知識型粉絲專頁之操作內容對互動行為及經營績效之影響，希望未來提供知識型商家於粉絲專頁操作上之建議。　　本研究採內容分析法進行研究，共取得研究個案知識型粉絲專頁「某某某-每日學行銷」2017年7月至2020年3月共599天之洞察報告數據，導出數據經由Excel採取相關變數後以統計套裝軟體作為資料分析工具，其中以敘述性統計分析、相關分析、單因子變異數分析、迴歸分析等推論統計分析方法來驗證各研究假說，研究結果顯示如下： 1.知識型粉絲專頁的不同貼文內容類別，對互動行為有部分顯著差異。 2.知識型粉絲專頁的不同貼文種類，對互動行為有部分顯著差異。 3.知識型粉絲專頁的不同貼文排程時間，對互動行為無顯著差異。 4.知識型粉絲專頁的互動行為，對經營績效有部分顯著正向影響。 5.知識型粉絲專頁的互動行為-分享，對經營績效有顯著正向影響。 6.知識型粉絲專頁的互動行為-點讚，對經營績效無顯著影響。 7.知識型粉絲專頁的互動行為-留言，對經營績效無顯著影響。 8.知識型粉絲專頁的不同貼文內容類別，對經營績效有部分顯著差異。 9.知識型粉絲專頁的不同貼文種類，對粉經營績效有部分顯著差異。 10.知識型粉絲專頁的不同貼文排程時間，對經營績效無顯著差異。

關鍵字

社群媒體；知識型粉絲專頁；貼文內容類別；貼文種類；貼文排程時間

並列摘要

Social media is not only an important platform for people to acquiring information in life, but also a marketing platform to replace traditional marketing way for enterprises. Among all, the use of Facebook fan page is the most common social media for enterprises. As the vigorous appearances of SMEs fan pages happened in Taiwan, the competitions became more and more fierce. Therefore, knowledge-based marketing focused on information transmission and teaching content became a new marketing method that exceed the other competitors. In the operation perspective, how to effectively transform the original content of blog into post of fan page, and spread those to different social browsers by visitor to achieve Key Performance Indicators is an important goal for the knowledge-based fan page. So how the operation of post messages (post type, post content type, posting time) is the primary issue for operators. 　　Consequently, in this study we took knowledge-based fan page as example to discuss the impacts of the operation contents on interactive behavior and business performance. Hope to provide the merchants with useful suggestions on the the operations of the fan pages in the future. 　　This study was researched as an Content analysis, which is an insight reporting data for continuous 599 days of observing from the case knowledge-based fan page "XXX-每日學行銷" from July 2017 to March 2020, and the exported data was exported through by EXCEL After adopting the relevant variables, and the statistical software SPSS was used as a data analysis tool, including descriptive statistical analysis, correlation analysis, one-way analysis of variance, regression analysis and other inferences Statistical analysis methods are used to verify the hypotheses of each study. The results of the study are as follows: 1. Different post content types of knowledge-based fan page have some significant difference on interactive behavior. 2. Different post types of knowledge-based fan page have some significant difference on interactive behavior. 3. Different posting time of knowledge-based fan page has no significant difference on interactive behavior. 4. The interactive behavior of the knowledge-based fan page has a partially significant positive impact on business performance. 5. The interactive behavior of knowledge-based fan page-sharing has a significant positive impact on business performance. 6. The interactive behavior of the knowledge-based fan page-likes has no significant impact on business performance. 7. The interactive behavior of the knowledge-based fan page-leaving a message has no significant impact on business performance. 8. Different post content types on the knowledge-based fan page have a significant difference on business performance. 9. Different post types on the knowledge-based fan page have some significant difference on business performance. 10. Different posting time on the knowledge-based fan page has no significant difference on business performance.