社群網路Facebook之市場研究

自從社群網路的時代降臨以來，使的人與人之間的互動及聯繫也隨之更強化、更密集。時代亦因此產生了巨變，人與人之間的聯繫由原本的E-mail、即時通、MSN、Hinet、無名小站、部落格等社群網路的進化延申到如今的Facebook等社群網路，隨著人與人之間Facebook社群網路的頻繁運用，Facebook已在近幾年內成為目前全球最熱門的社群網路趨勢。本研究將Facebook社群網路所重視的層級要素區分為四個主要構面：「粉絲專頁的運用管理」、「社群系統行動化發展」、「社群經營之顧客滿意度」以及「隱私權之顧慮」。研究中採用問卷調查法，透過問卷回收的方式，並蒐集了456份有效樣本，進行單一樣本T檢定及因素分析進行探討，依據分析結果，以供在Facebook社群網路架構連結之企業經營管理者參考用。

關鍵字

Facebook ；粉絲專頁；社群系統行動化；顧客滿意度；隱私權

並列摘要

Social group network interaction and the relation has strengthened crowdedly. Therefore the time has also had the great change, between the human and human's relation by originally E-mail, immediately passed, social group network and so on the MSN, Hinet, nameless minor stop, tribe standard evolutions extends social group networks and so on Shanghai until now Facebook, along with between the human and the human the Facebook social group network frequent utilization, Facebook in has in recent years become the present whole world most popular social group network tendency. The level essential factor discrimination which takes the Facebook social group network is four main construction surface: 「Bean or sweet potato starch noodles special page utilization management」, 「social group system motion development」, 「customer of degree of satisfaction social group management」 as well as 「worry right of privacy」. We use the questionnaire survey procedure, the penetration questionnaire recycling way, and has collected 456 effective samples, carries on the sole sample T examination and the factor analysis carries on the discussion, the basis analysis result, supplies in the Facebook social group network construction to link the enterprise to manage the superintendent to refer uses.