外交部臉書粉絲專頁使用影響因素之研究

Abstract

順應新媒體時代來臨，為利國內民眾瞭解外交部日常業務，並強化與民眾間之互動，以期政府的外交施政作為能夠讓人民「有感」，外交部於2017年7月21日在臉書（Facebook）平台正式成立「外交部官方粉絲團」。經營兩年多以來，外交部臉書專頁迄已累計逾16萬名粉絲，經營成效看似良好；惟有鑒於政府機關有別於私人企業或團體係以「營利」為目的，臉書經營管理之優劣，難以用具體交易「營收」作為衡量，粉絲人數的成長原因，與粉絲專頁經營之良窳亦非盡成完全正相關，於是本研究擬採取適當方式，釐清探究真正讓粉絲樂願使用外交部粉專的關鍵因素，以作為日後經營的參考依據。在進行樣本資料實證分析之後，主要的研究結果如下： 一、對粉絲頁態度對粉絲頁忠誠度有正向影響。 二、經營風格認同對粉絲頁忠誠度有正向影響。 三、對粉絲頁信任對粉絲頁忠誠度有正向影響。 四、粉絲頁有用性對粉絲頁忠誠度有正向影響。 五、經營風格認同對粉絲頁態度有正向影響。 六、對粉絲頁信任對粉絲頁態度有正向影響。 七、粉絲頁有用性對粉絲頁態度有正向影響。 八、經營風格認同對粉絲頁信任有正向影響。 關鍵字：臉書、科技接受模型、新媒體

With the advent of the new media era, to facilitate the public's understanding of the Ministry of Foreign Affairs' day-to-day operations, increase interaction and to raise awareness of diplomatic governance, the ministry launched a Facebook Page on July 21, 2017. In the two years since the launch, the Page has accumulated over 160,000 fans, suggesting it is being managed successfully. However, while the success or failure of a private sector Facebook Page can be judged on the basis of conversions leading to real revenue, this is not true of a public sector institution such as a government ministry. The purpose of this thesis, therefore, is to formulate a successful method to discover the factors which push up public interaction with the ministry's Page, as a reference for day-to-day operations. Empirical analysis has led to the following conclusions: 1. Attitude has a positive impact on member interaction. 2. Operation style has a positive impact on member interaction. 3. Trust has a positive effect on member interaction. 4. Usefulness has a positive effect on member interaction. 5. Operation style has a positive impact on attitude. 6. Trust has a positive effect on member attitude. 7. Usefulness has a positive effect on member attitude. 8. Operation style has a positive effect on member trust. Keywords: Facebook, Technology Acceptance Model, New Media