台灣使用人數以及頻率最多的兩個社群網站為Facebook與Line，企業積極搶佔這兩個社群網站的廣告版面，而社群網站對企業收取廣告費用提供給消費者免費的服務。
本研究目的為探討Facebook與Line廣告效果差異以及Facebook與Line廣告收入差異。本研究使用SPSS成對樣本T檢定分析問卷資料發現：Facebook與Line在廣告效果—知曉性、廣告態度和購買意願皆具有顯著差異，且Facebook皆表現的比Line良好。透過分析Facebook與Line財務報表資料得知Facebook的廣告收入、廣告收入占總收入比以及廣告收入成長率皆高於Line。本研究找出六個導致Facebook與Line在廣告效果和廣告收入差異的原因：事業版圖差異、創立時間差異、廣告收入重要性差異、傳送廣告管道差異、傳送訊息次數差異和好友參與行為能見度差異。

The two most popular social network sites in Taiwan are Facebook and Line. Companies purchase advertisements on Facebook and Line to reach their customers. Meanwhile, Facebook and Line earn advertising revenue, which is the reason they can offer social network services to customers free of charge.
The study aims to discuss differences in advertising effectiveness between Facebook and Line and differences in advertising revenue between Facebook and Line. This study uses SPSS as the main data analyzing tool. The results indicate that, differences in advertising effectiveness between Facebook and Line are significant. Additionally, the effectiveness of Facebook advertising performs better than Line. After analyzing annual reports of Facebook and Line, the study shows that Facebook’s advertising revenue, the percentages of revenue generated from advertising and advertising revenue growth rates are higher than Line. The study finds out six factors contributes to these results.

目錄
中文摘要	I
英文摘要	II
目錄	III
表目錄	V
圖目錄	VII
第一章緒論	1
第一節研究動機與背景	1
第二節研究目的	2
第三節研究範圍	3
第四節研究方法與流程	4
第二章文獻回顧	5
第一節社群網站和社群媒體	5
第二節 Facebook廣告	10
第三節 Line廣告	17
第四節廣告效果	19
第三章研究方法	20
第一節研究架構	20
第二節研究對象	21
第三節問卷設計	21
第四節財務報表資料分析	29
第四章個案分析與討論	30
第一節 Facebook與Line的廣告效果差異	30
第二節 Facebook與Line的廣告收入比較	44
第三節小結	59
第五章結論	63
參考文獻	66

 
表目錄
表2-1-1社群網站定義	6
表2-1-2社群媒體三大平台	8
表2-2-1 Facebook行銷目標	12
表2-2-2 Facebook廣告格式	13
表2-2-3 Facebook廣告版位	14
表2-3-1 Line廣告類型	18
表2-4-1廣告層級效果	19
表3-1-1問卷第一部分	21
表3-1-2 Facebook廣告效果—知曉性問項	22
表3-1-3 Facebook廣告效果—廣告態度問項	23
表3-1-4 Facebook廣告效果—購買意願問項	23
表3-1-5 Line廣告效果—知曉性問項	24
表3-1-6 Line廣告效果—廣告態度問項	25
表3-1-7 Line廣告效果—購買意願問項	25
表3-1-8問卷第四部分	26
表4-1-1實際檢驗樣本人口統計	30
表4-1-2實際檢驗樣本人口統計使用習慣	32
表4-1-3 Facebook廣告效果信度分析	36
表4-1-4 Line廣告效果信度分析	37
表4-1-5 Facebook與Line廣告效果—知曉性t檢定	38
表4-1-6 Facebook與Line廣告效果—廣告態度t檢定	39
表4-1-7 Facebook與Line廣告效果—購買意願t檢定	40
表4-1-8 Facebook與Line廣告效果差異分析結果	41
表4-1-9男性與女性對於Facebook與Line廣告效果—知曉性的差異	42
表4-1-10男性與女性對於Facebook與Line廣告效果—廣告態度的差異	42
表4-1-11男性與女性對於Facebook與Line廣告效果—購買意願的差異	43
表4-2-1 Facebook廣告收入	46
表4-2-2 Facebook廣告占總收入比	46
表4-2-3 Facebook廣告淨收益及毛利率	47
表4-2-4 Line廣告收入占總收入比	55

 
圖目錄
圖1-1研究流程	4
圖4-2-1 Facebook與Line廣告收入金額差異	56
圖4-2-2 Facebook與Line廣告收入占總收入百分比	57
圖4-2-3 Facebook與Line廣告收入的成長率	58
圖4-2-4：Line官方帳號付款方式	61

中文文獻
陳瑾瑜（2017）。LINE 商業效益探究：以AISAS模式解析消費者行為。淡江大學大眾傳播學系碩士班學位論文。
楊欣怡（2017）。淺論學校如何運用Line@社群行銷平台提升學校品牌形象。臺灣教育評論月刊，6(6)，114-118。
鄭加偉（2014）。流行音樂社群網站之經營效率分析。國立中央大學企業管理研究所碩士論文，未出版，桃園。
鄭伊純（2013）。社群廣告對廣告效果、消費者購買意願與態度之影響—以7-ELEVEN Facebook粉絲專頁為例。淡江大學企業管理學系在職專班碩士論文。
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