本研究探討了在台灣社會的脈絡下,社群媒體的品牌個性構面,以及不同類型的社群媒體之間與同類型中不同品牌之間有哪些品牌個性差異。 本研究採問卷調查法。首先深度訪談15名社群媒體使用者,之後邀請10位傳播專業研究生參與焦點團體訪談,彙整前一階段獲得的品牌個性詞彙,再與傳播所教授討論,隨後發放網路問卷於各大社群平台上,最後回收1098份有效樣本。 研究結果顯示,在台灣的社會脈絡下,社群媒體的品牌個性構面有「不理性」、「難以忍受」、「有能力」、「生氣蓬勃」、「溫暖」、「迷人」六個構面,共32個品牌個性詞彙。不同類型(通訊軟體、社交網站、論壇)的社群媒體在各個構面上均存在顯著差異;相同類型中的不同社群品牌亦具有不同的品牌個性。
This study adopts brand management theory to investigate brand personality of social media in Taiwan. Nine social media that had high penetration rates were selected as the target of this study. Three methods were employed, the first of which was to conduct 15 intensive interviews. The second method was to conduct two focus groups using 10 communication graduate students as focus group members. The last method was to conduct an online survey, from which 1098 valid questionnaires were obtained. The data analysis yielded six brand personalities for the nine social media, which included irrational, overwhelming, competent, dynamical, warm, and charming. The nine social media were further classified into three types, including instant messaging(IM), social networking site and online forum. This study found that the three types of social media significantly differed in the six brand personalities. Furthermore, social media within the same category differed significantly in these brand personalities. More findings were discussed in the thesis.