使用者選擇社群之決策因素探討以Facebook為例

• Main Authors: Chien-hsiao Chuan, 簡孝全
• Other Authors: Shih-Chieh Chuang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/g6n868

碩士 === 國立中正大學 === 企業管理研究所 === 102 === This thesis takes “Means-End Chain” Theory to discuss the consideration for The Facebook users. Via In-Depth Interviews and Content Analysis approach to collect and analyze data, this paper find out the impact of Facebook users’ decision and cognition structure of behavior for using the Facebook and eliciting them into total number 32 influenced factors. What’s more, this paper comes out two kind of Hierarchical Value Map (HVM) based on the lifestyle clustering to identify the key critical path, as market segmentation reference. As the result, there are common and different decision structures of behavior on using internet wedsitd, which could offer the competitive internet wedsite as a reference to develop more accurate strategy.