面對日漸競爭的市場，臉書有著跨國性的佈局，高度的人口使用和傳播特性，對於企業而言是一個快速且容易操作的方式，但企業的臉書內容該如何經營以及投入臉書的經營成效為何成為眾多企業關心的議題之一。

    本研究採用企業行銷高峰時期，以一個季度為收集資料單位，將星巴克咖啡同好會粉絲專頁其粉絲們之按讚、留言、分享及tag之情形整理，其數據與粉絲間形成的社會網絡進行研究分析，以發文類型、互動情形和社會網絡中心性等不同的變數採內容分析法來探討對於經營成效的影響。研究結果高度顯示更多粉絲投入所產生的社會網絡其連鎖效應更高，可創造更高之經營成效。

Social-media has become not only a key part of the modern lifestyle, but a useful marketing channel for businesses of all sizes. Among all the social media tools, Facebook has been popular among most of Taiwanese e-marketing teams due to its high usage rate and user friendly inter-phase. Even for now, many companies have been eager to begin its social-media marketing with Facebook, and many of which are eager to know how to operate Facebook fan pages more efficiently.

    This study collects the numbers of likes, comments, shares and tags from Taiwan Starbucks Facebook fan pages of one sales quarter (three months) and adopts the Content Analysis also Social Network Analysis to find out the variables from different types of contents and inertaction of each fans. The results of the study shows that Facebook social-media marketing generated high value of business and should not be ignored.

目 錄
第一章  緒論 1
第一節  研究背景 1
第二節  研究動機 4
第三節  研究目的 7
第四節  研究問題與研究架構 9
第五節  研究流程 10
第二章  文獻探討 11
第一節  網路行銷 11
第二節  社會網絡分析 18
第三節  臉書及臉書粉絲專頁介紹 24
第四節  統一星巴克咖啡同好會粉絲專頁介紹 30
第三章  研究方法 31
第一節  假設推論 31
第二節  內容分析法 34
第三節  研究設計 42
第四章  企業背景分析 43
第一節  企業選取因素 43
第二節  企業背景說明 45
第三節  統計分析結果 47
第四節  社會網絡圖分析 72
第五章  結論與建議 78
第一節  研究結論 78
第二節  研究建議 82
第三節  研究限制 84
參考文獻	86


表目錄
表 2-1 : 16
表 2-2 : 24
表 2-3 : 28
表 4-1 : 43
表 4-2 : 44
表 4-3 : 45
表 4-4 : 47
表 4-5 : 48
表 4-6 : 49
表 4-7 : 50
表 4-8 : 51
表 4-9 : 51
表 4-10 : 52
表 4-11 : 53
表 4-12 : 54
表 4-13 : 54
表 4-14 : 55
表 4-15 : 56
表 4-16 : 57
表 4-17 : 58
表 4-18 : 58
表 4-19 : 59
表 4-20 : 60
表 4-21 : 61
表 4-22 : 62
表 4-23 : 63
表 4-24 : 63
表 4-25 : 64
表 4-26 : 65
表 4-27 : 66
表 4-28 : 67
表 4-29 : 68
表 4-30 : 68
表 4-31 : 69
表 4-32 : 70
表 4-33 : 70
表 4-34 : 70
表 4-35 : 71


圖目錄
圖 1-1 : 3
圖 1-2 : 9
圖 1-3 : 10
圖 1-4 : 11
圖 1-5 : 12
圖 4-1 : 72
圖 4-2 : 73
圖 4-3 : 74
圖 4-4 : 75
圖 4-5 : 76
圖 4-6 : 77

一、中文部分
1.王文科 (2001) 。教育研究法--教育研究的理論與實務。台北市: 五南圖書公司。
2.王石番 (1992) 。傳播內容分析法--理論與實證。台北：幼獅出版社。
3.任慶宗 (2003) 。集團企業子公司之綜效利益與彈性限制－網絡觀點。國立政治大學企業管理研究所博士論文，台灣台北市。
4.林水順、莊英慎 (2012) 。《網路行銷》。新北：普林斯頓國際有限公司。
5.林怡廷 (2017)。體驗獨特、拒絕樣版，金牌企業新主張。天下雜誌，第 620 期，頁58 - 63。
6.林鴻斌 (2008) 。網路行銷實務攻略。台灣:文魁資訊股份有限公司．ISBN 978-986-204-296-0。
7.陳建和 (2012) 。觀光研究方法。台北市：五南圖書公司，頁277 - 278。
8.陳欽雨 、張書豪、張卿儀  (2014) 。電子商務研究，2013年冬季第11卷，第4期，頁403 – 430。
9.陳瑞陽 (2016)。網路行銷與創新商務服務(第三版)：雲端商務和物聯網個案集。台北：碁峰資訊股份有限公司，1-6.1-7。
10.陳嬿竹  (2011) 。網路與真實人際關係、人格特質及幸福感之相關研究(未出版)。國立屏東師範學院教育與心理輔導研究所碩士論文。
11.張庭瀚 (2014) 。臉書粉絲專頁經營方法之研究。國立中山大學企業管理學系研究所碩士論文。 
12.賓至剛 (1999) 。網路行銷應用秘笈。松崗電腦圖書資料股份有限公司。
13.劉文良 (2007) 。電子商務與網路行銷 - 第二版。台北 : 碁峰資訊股份有限公司。
14.劉佳妍 (2009) 。社群網絡口碑傳播與使用者行為關聯之研究 - 以 Facebook 社群網路為例。中國文化大學新聞研究所碩士論文。
15.欒斌、陳苡任 (2012) 。《網路行銷：理論、實務與 CEO 證照》。台中：滄海書局。

二、英文部分
1.Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of management review, 27(1), 17-40.
2.Álvarez, H. R., & Serrato, M. (2013, January). Social network analysis for humanitarian logistics operations in Latin America. In IIE Annual Conference. Proceedings (p. 3835). Institute of Industrial and Systems Engineers (IISE). 
3.Barcus, F. E. (1959). Communications Content: Analysis of the Research 1900-1958, University of Illinois (Doctoral dissertation, Doctoral dissertation).
4.Barnes, J. A. (1954). Class and committees in a Norwegian island parish. Human relations, 7(1), 39-58.
5.Berelson, B. (1952). Content analysis in communication research.
6.Blau, P. (1986). Exchange and Power in Social Life.
7.Davenport, T. H., & Prusak, L. (1998). Working knowledge: How organizations manage what they know. Harvard Business Press.
8.Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological bulletin, 125(6), 627.
9.Degenne, A., & Forsé, M. (1999). Introducing social networks. Sage.
10.Dholakia, U. M., & Durham, E. (2010). One café chain’s Facebook experiment. Harvard Business Review, 88(3), 26.
11.Donelson, R. F. (1990). Group formation. Group Dynamics. California: Pacific Grove.
12.Freeman, L. C. (1978). Centrality in social networks conceptual clarification. Social networks, 1(3), 215-239.
13.Hagel, J., & Armstrong, A. G. (1997). Net gain. Harvard Business School Press, Boston.
14.Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335.
15.Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International journal of electronic commerce, 8(2), 51-74.
16.Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68.
17.House, J. S., Umberson, D., & Landis, K. R. (1988). Structures and processes of social support. Annual review of sociology, 14(1), 293-318.
18.Hsiao, K. L., Chuan-Chuan Lin, J., Wang, X. Y., Lu, H. P., & Yu, H. (2010). Antecedents and consequences of trust in online product recommendations: An empirical study in social shopping. Online Information Review, 34(6), 935-953.
19.Huang, C. C., Lin, T. C., & Lin, K. J. (2009). Factors affecting pass-along email intentions (PAEIs): Integrating the social capital and social cognition theories. Electronic Commerce Research and Applications, 8(3), 160-169.
20.Janal, D. S. (1995). Online Marketing Handbook: How to Sell, Advertise, Publicize and Promote Your Products and Services on the Information Superhighway. John Wiley & Sons, Inc..
21.Kalakota, R., & Whinston, A. B. (1996). Frontiers of electronic commerce (Vol. 19, No. 2, pp. 1-3). Reading, MA: Addison-Wesley.
22.Kilduff, M., & Tsai, W. (2003). Social networks and organizations. Sage.
23.Kollock, P. (1999). The economies ol online cooperation. Communities in cyberspace, 220.
24.Larson, A. (1992). Network dyads in entrepreneurial settings: A study of the governance of exchange relationships. Administrative science quarterly, 76-104.
25.Laumann, E. O., Marsden, P. V., & Galaskiewicz, J. (1977). Community-elite influence structures: Extension of a network approach. American journal of Sociology, 83(3), 594-631.
26.Li, D., Browne, G. J., & Chau, P. Y. (2006). An empirical investigation of web site use using a commitment‐based model. Decision Sciences, 37(3), 427-444.
27.Lindkvist, K. (1981). Approaches to textual analysis. Advances in content analysis, 9, 23-42.
28.Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in human behavior, 27(3), 1152-1161.
29.Metcalfe, B. (1995). Metcalfe's law: A network becomes more valuable as it reaches more users. Infoworld, 17(40), 53-54.
30.Hoefflinger, M. (2017). Becoming Facebook: The 10 Challenges that Defined the Company That's Disrupting the World. AMACOM Div American Mgmt Assn,  81-83.
31.Mitchell, J. C. (Ed.). (1969). Social networks in urban situations: analyses of personal relationships in Central African towns. Manchester University Press.
32.Morgan, D. L. (1996). Focus groups as qualitative research (Vol. 16). Sage publications.
33.Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46.
34.Nisenholtz, K., & Martin, E. (1994). How to market on the Net. Advertising Age, 65(29), 28.
35.Oliver, C. (1990). Determinants of interorganizational relationships: Integration and future directions. Academy of management review, 15(2), 241-265.
36.Oliver, P., Marwell, G., & Teixeira, R. (1985). A theory of the critical mass. I. Interdependence, group heterogeneity, and the production of collective action. American journal of Sociology, 91(3), 522-556.
37.Klein, L. R., & Quelch, J. A. (1997). Business-to-business market making on the Internet. International Marketing Review, 14(5), 60-75.
38.Raney, A. A., Arpan, L. M., Pashupati, K., & Brill, D. A. (2003). At the movies, on the web: An investigation of the effects of entertaining and interactive web content on site and brand evaluations. Journal of Interactive Marketing, 17(4), 38-53.
39.Ray, S., Wood, C. A., & Messinger, P. R. (2012). Multicomponent systems pricing: Rational inattention and downward rigidities. Journal of Marketing, 76(5), 1-17.
40.Simpson, N., Tacheva, Z., & Kao, T. W. D. (2018). Social Network Analysis in the Context of Humanitarian Logistics. In The Palgrave Handbook of Humanitarian Logistics and Supply Chain Management (pp. 3-39). Palgrave Macmillan, London.
41.Smith, M., & Brynjolfsson, E. (1999). Frictionless Commerce? A Comparison of Internet and Conventional Retailers (No. 1022). Society for Computational Economics.
42.Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks?: how gender and age shape receptivity. Journal of advertising research, 51(1), 258-275.
43.Tichy, N. M., Tushman, M. L., & Fombrun, C. (1979). Social network analysis for organizations. Academy of management review, 4(4), 507-519.
44.Van Slyke, C., Ilie, V., Lou, H., & Stafford, T. (2007). Perceived critical mass and the adoption of a communication technology. European Journal of Information Systems, 16(3), 270-283.
45.Wasko, M. M., & Faraj, S. (2000). “It is what one does”: why people participate and help others in electronic communities of practice. The Journal of Strategic Information Systems, 9(2-3), 155-173.
46.Wasserman, S., & Faust, K. (1994). Social network analysis: Methods and applications (Vol. 8). Cambridge university press.
47.Weber, R. P. (1990). Basic content analysis (No. 49). Sage.
48.Wimmer, R. D., & Dominick, J. R. (1991). Chapter 8: Content Analysis. Mass Media Research, 157-179.

三、網站部分
1.台灣資訊網路中心 : http://www.twnic.net.tw/
2.統一星巴克股份有限公司 : https://www.starbucks.com.tw/
3.統一星巴克咖啡同好會:https://www.facebook.com/starbuckstaiwan/
4.創市際網路測量研究，2016年社群服務調查與使用概況，2016年7月截取自創市際雙周刊第六十七期：http://www.ixresearch.com/reports/創市際雙週刊第六十七期  。
5.資策會產業情報研究所 http://mic.iii.org.tw/aisp/
6.Facebook ：www.facebook.com
7.New Research Reveals Global Social Media Use Increased by 21 Percent in 2016
https://hootsuite.com/de/newsroom/press-releases/digital-in-2017-report
8.Socialbakers全球性社群媒體分析公司https://www.socialbakers.com/statistics/facebook/pages/total/
9.We Are Social-DIGITAL IN 2017: GLOBAL OVERVIEW 
https://wearesocial.com/special-reports/digital-in-2017-global-overview