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系統識別號 U0002-1307200914221100
中文論文名稱 社會網絡服務對企業活動之影響
英文論文名稱 The Influence of Social Network Services on Business Activities in Service Sector
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 97
學期 2
出版年 98
研究生中文姓名 陳瑪雅
研究生英文姓名 Maya Chen
學號 696610582
學位類別 碩士
語文別 英文
口試日期 2009-06-04
論文頁數 77頁
口試委員 指導教授-王居卿
指導教授-楊立人
委員-徐木蘭
委員-何錦堂
中文關鍵字 社會網絡服務  企業活動  服務業 
英文關鍵字 Social Network(ing) Services (Sites)  Business Activities  Service sector 
學科別分類 學科別社會科學管理學
中文摘要 社會網絡服務(SNS)對現今世界上成千上萬的人而言,已是生活的一部份。自從SNS於1990年代後期推出後,這些服務已改變了人們溝通與互動的方式。使用者透過SNS與朋友們分享他們的經驗、照片、及聊天;政治人物與他們的選民分享不同的觀點;藝術家與其粉絲溝通互動;更多人利用它來經營事業或交朋友。
不僅如此,SNS對企業的活動亦造成不少的衝擊,本研究即在探討它們對企業的活動(特別是服務業)的影響。一些問題如:哪些企業活動被影響?如何影響?SNS會為企業帶來哪些利益?SNS對企業會造成哪些風險?不同的服務業是否在SNS上享有不同的利益?將是本研究所要去加以深入探討的。最近的一些學術性與管理實務上的期刊及書籍正給與本研究去回答這些問題的基礎。透過大量的文獻、書籍及相關資料之整理與歸納,本研究的主要發現乃歸納出SNS在每一個企業功能(作業、行銷、人力資源、研發、財務等)所帶來的潛在利益與陷阱;基此,本研究亦建構了一個SNS的觀念性架構。最後,本研究提出了一些管理上的意涵及未來研究上的建議。
英文摘要 Social Network Services (SNS) have become a part of daily life for millions of people around the world. SNS were introduced to the world in late 90’s, these services have changed the ways in which people communicate and interact. Users share their experiences, photos and chatting with friends, politicians share their views with their audience, artists communicate with fans, and many others are using these services to boost their business or just keep up with friends.
Social Network Services have also found their way to influence business activities. This study explores the shape and size of this influence. Which business activities are influenced? In what way? How can business benefit from the popularity of social network services and at the same time avoid the risk? Are there differences in the way different industries in service sector are enjoying these benefits? Recent academic and managerial articles and books under the subject of social networks had been reviewed to answer these questions. Findings highlight the benefits and the pitfalls associated with the popularity of SNS in each business activities. A conceptual framework of SNS has also been introduced. Finally, managerial implications and suggestions for future research submitted.
論文目次 Table of Content.......................................................................................................................I
List of Figures and Tables....................................................................................................III

Chapter 1 Introduction...........................................................................................................1 1.1 Background
1.1.1 Social Network services (SNS) ............................................................................2
1.1.2 Service Sector....................................................3
1.2 Motive............................................................................................................................4
1.3 Objectives......................................................................................................................5
Chapter 2 Literature Review..................................................................................................6
2.1 Social Network Theory..................................................................................................6
2.2 Definition of Social Networks Services.........................................................................7
2.3 Who Uses Social Network Services?.............................................................................8
2.4 Why Do People Use Social Network Services?............................................................9
2.5 History of Social Network Services.............................................................................11
2.6 Social Network Services as a Global Phenomenon.....................................................14
2.7 Features of Social Network Services...........................................................................15
2.8 What Benefits and Challenges Web Applications Have for Organizations?............. 17
2.8.1 Supply Chain and Logistics ..............................................................................18
2.8.2 Marketing and Sales............................................................................................19
2.8.3 Customer Relations.............................................................................................22
2.8.4 Technology Development (Service Development).............................................23
2.8.5 Human Resource.................................................................................................25
Chapter 3 Research Design...................................................................................................27
3.1 Research Framework...................................................................................................27
3.2 Variables Definitions...................................................................................................28
3.3 Data Collection Method...............................................................................................30



Chapter 4 Data Analysis and Results.................................................................................31
4.1 Social Network Services and Their Influence on Business Activities.........................32
4.1.1 Supply Chain and Logistics................................................................................33
4.1.2 Marketing and Sales............................................................................................33
4.1.3 Customer Service................................................................................................38
4.1.4 Technology Development (Service Development).............................................39
4.1.5 Human Resource.................................................................................................40
4.1.5.1 Recruitment……………….....................................................................40
4.1.5.2 Employee’s Productivity ........................................................................42
4.1.6 Firm Infrastructure..............................................................................................43
4.1.6.1 Finance....................................................................................................44
4.2 What are Benefits and Risks Associated with Popularity of SNS?.............................45
4.3 What type of Companies Use What Type of SNS?.....................................................48
4.3.1 Tele - Communication Industry..........................................................................49
4.3.2 Health Care.........................................................................................................50
4.3.3 Government.........................................................................................................51
4.3.4 Education System................................................................................................52
4.4 Sort List of Existed SNS By the Use of Business Activity..........................................57
4.4.1 Supply Chain & Logistics...................................................................................57
4.4.2 Marketing and Sales............................................................................................57
4.4.3 Human Resource................................................................................................58
4.4.4 Finance...............................................................................................................59
4.5 Research Framework- Results.....................................................................................61
4.6 Benchmarking ……………….....................................................................................63
Chapter 5 Conclusions and Discussion..............................................................................65
5.1 Conclusions and Discussion........................................................................................65
5.2 Managerial Implications..............................................................................................67
5.3 Limitations and suggestions for future research..........................................................68
References...............................................................................................................................69

List of Figures and Tables
Figures
Figure 1 The High-level NACE Categorization System...........................................................3
Figure 2 Formation of A Social Network.................................................................................7
Figure 3 Most Popular Activities in Social Networks............................................................10
Figure 4 Timeline of the Launch Dates of Many Major SNSs and Dates When Community
Sites Re-launched with SNS Features......................................................................13
Figure 5 Value Chain by Porter..............................................................................................18
Figure 6 Small Percentage of Social Network Users Have Become Friend/Fan of a
Brand ......................................................................................................................35
Figure 7 Youth Travel in Taiwan on Facebook......................................................................55
Figure 8 University of Haifa, Israel on Facebook and Twitter...............................................56

Tables
Table 1 Conceptual Framework of Social Network Services..................................................28
Table 2 Conceptual Framework of Social Network Services - Results...................................61
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