大學生對於社群媒體使用現況、口碑傳播與滿意度之研究-以2017世大運為例

隨著網路科技的發達，傳播媒介更加多元廣泛，社群媒體成為大家互動的溝通橋樑，國際運動賽事也已經開始透過社群媒體來推動與行銷運動。民眾對於社群媒體的使用，會因為個人喜好或需求而做選擇，舉例來說，像是Facebook、Twitter、YouTube 等等社群媒體。透過社群媒體散佈訊息，無形中促進口碑傳播進而也影響到民眾對於賽會的滿意度。因此本研究欲探討，臺灣的大學學生，透過社群媒體關注與瞭解2017年世界大學運動會，對於賽會的口碑傳播與滿意度。本研究採用問卷調查法，研究對象為四所大學世大運有借用比賽場地的學校，國立臺灣大學、國立臺灣師範大學、臺北市立大學以及輔仁大學學生使用社群媒體的使用者。本研究採用SPSS 23.0 統計軟體，以描述性統計、獨立樣本t檢定、單因子變異數、皮爾森基差相關進行資料處理與分析。本研究所得結果如下：一、Facebook居多人使用、使用社群媒體一日內數次最多人、社群媒體停留時間以二至四小時的人數最多、在社群媒體上使用社團功能的人數佔最多、在Facebook看過2017世大運的相關訊息者最多、對2017世大運瞭解僅「普通」程度佔最多。二、不同性別在「口碑散佈」構面上呈現顯著的差異性、不同瞭解程度在口碑傳播當中，兩個構面皆有顯著性的差異。三、不同社群媒體停留時間在「口碑散佈」呈現有顯著差異。四、不同瞭解程度的學生在滿意度當中，兩個構面皆有顯著性的差異。五、2017世大運口碑傳播與社群媒體滿意度具有顯著的相關。

關鍵字

新媒體；運動行銷；賽會；世界大學運動會

並列摘要

The Internet will have a social impact on development. The media is more diversified. Social media has gradually become a communication tool for everyone. International sporting events have begun to promote social media and marketing activities. People use of social media will choose from personal preferences or which kind of function what they need. Social media such as Facebook, Twitter and YouTube disseminate messages, which virtually promote the spread of word of mouth and also affect the satisfaction of the tournaments. The purpose of this study is to explore the use of social media by Taiwanese university students and their opinion on word of mouth and satisfaction toward 2017 Summer Universiade. 572 questionnaires were collected, and analyzed based on descriptive statistical analysis, t-test, one-way ANOVA and correlation analysis with Windows IBM SPSS 23.0. Using word of mouth communication and satisfaction as the theoretical basis. The results were as follows: 1. Facebook is the most frequently used comparing to other social medias, and the number of hour used everytime is in between two to four hours. The functions on Facebook which was used most is the social group which accounted for 21.1% of the entire participant. Furthermore, the majaority of the participants has seen relevant information of 2017 Summer Universiade on Facebook. More than half of the participants has “Neutral” knowledge of the 2017 Summer Universiade. 2. In addition, the genders “Spreading of word of mouth” shows significant differences and different levels of understanding in the word of mouth. 3. The duration of use in social media shows significant differences in “Spreading of word of mouth”.4. Different levels of understanding of the students in the satisfaction shows significant differences. 5. 2017 Summer Universiade word of mouth and social media satisfaction has a significant correlation.