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Author: 徐良羽
Hsu, Liang-Yu
Thesis Title: 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
A Study of University Students' Opinion on Word of Mouth and Satisfaction toward Social Media- Using 2017 Summer Universiade an Example
Advisor: 陳美燕
Chen, Mei-Yen
Degree: 碩士
Master
Department: 體育學系
Department of Physical Education
Thesis Publication Year: 2017
Academic Year: 105
Language: 中文
Number of pages: 71
Keywords (in Chinese): 新媒體運動行銷賽會世界大學運動會
Keywords (in English): New Media, Sport Marketing, Universiade, Sport Event
DOI URL: https://doi.org/10.6345/NTNU202202664
Thesis Type: Academic thesis/ dissertation
Reference times: Clicks: 295Downloads: 16
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  • 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。

    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.

    口試委員與系主任簽字之論文通過簽名表 i 論文授權書 ii 中文摘要 iii 英文摘要 iv 謝誌 vi 目次 ix 表次 xi 圖次 xiii 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究問題 5 第四節 研究重要性 5 第五節 名詞釋義 6 第貳章 文獻探討 8 第一節 社群媒體之相關研究 8 第二節 口碑傳播之相關研究 17 第三節 滿意度之相關研究 22 第四節 世大運之相關研究 25 第五節 人口統計變項與使用特性 26 第六節 本章總結 27 第參章 研究方法 29 第一節 研究架構 29 第二節 研究流程 30 第三節 研究範圍與對象 31 第四節 研究工具 32 第五節 資料處理與分析 35 第肆章 結果與討論 36 第一節 大專院校的學生使用社群媒體瞭解2017世大運之人口統計變項與特性分析 36 第二節 不同的性別與學校背景變項大專院校的學生在2017世大運之社群媒體,口碑傳播與滿意度之差異分析 43 第三節 不同的瞭解程度與使用特性大專院校的學生在2017世大運之社群媒體口碑傳播與滿意度差異性分析 48 第四節 大專院校的學生在2017世大運社群媒體口碑傳播、滿意度之相關分析. 53 第五章 結論與建議 54 第一節 結論 54 第二節 建議 55 引用文獻 59 附錄 68 【附錄一】 68

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    Chen (2016)。2016 里約奧運 6 日登場,台灣轉播 / 網路社群懶人包看這裡。取自科
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    Media Drive (2012)。2012年首屆社群媒體奧運應運而生。取自宏將傳媒:
    http://www.magazine.org.tw/ImagesUploaded/news/13394024356110.pdf

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