| Summary: | 碩士 === 國立政治大學 === 企業管理研究所 === 100 === The development of Internet makes a great influence on human society and the development of Web2.0 enhances human’s dependence on the internet and becomes a channel of social connections. Currently, most contents of the Internet are generated by common users who could retrieve information through the entire network and trace their friends’ actions over the Social Network Sites (SNSs).Owing to the potential business opportunities on the internet, companies try to enter the market causing the prosperities of SNSs. Maintaining or even increasing traffic flows become a critical issue for SNSs to survive in the competitive market. However, how to evaluate the performance of SNSs based on traffic flow indices remains unsolved.This study collected Google Analytics data for 1-3 years from four SNSs’, respectively.Consider the time series charactics, this study applied “Moving Windows“ to organize the data for further statistical analysis.In addition, Exponentially Weighted Moving Average and Multiple Regression Analysis were used to detect the abnormal traffic flows. Finally, these abnormal records were compared with the important events and one-on-one interviewings with the SNSs operators were conducted. The results of this study are based on qualitative and quentitative analysis. This research studiesd four SNSs that were categorized into information-oriented and interaction-oriented services based on their services and users’ interaction. The SNSs at different categories behaved differently following certain characteristics defined previously.A performance evaluation process was developed as a reference for further studies.
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