Using Grey Relation Analysis to Determine the Key Success Factors of the Website Content and Social Media Content

• Main Authors: Pei-Ning Huang, 黃珮寧
• Other Authors: Tzong-Ru Lee
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/uxvrpe

碩士 === 國立中興大學 === 行銷學系所 === 103 === While the world economic system is changing towards the new Web based Economics, this research explores the key success factors of content of websites and social medias. The content of website is the design factors that could be controlled by website operator, for example, Website design (the arrangement of website appearance, the classification of products and the update frequency), Products (the quality of products, the range and selection of products, store inventory) and Promotions (rebate and private or preferred customer sales). The content of social media is the social media design could be controlled by social media operator, for example, Communication (responsiveness), Prestige (reputation, sustainability and currency) and Merchandise (quality, range, selection and store inventory) and so on. Most import of all, we hope that by determining the Key Success Factors (KSF) of content design, website and social media content designers can design their better quality contents based on these KSF. Then, online readers can view the value of website or social media from the highlight of culture and product, not only price. This research collected the factors of website design and social media design by literature review and compiled all the factors to develop the questionnaires, including “Questionnaire 1: dimensions of website”, “Questionnaire 2: factors of website”, “Questionnaire 3: dimensions of social media” and “Questionnaire 4: factors of social media”, which are to be answered by managers. We collected 173 effective samples in “Questionnaire 1: dimensions of website”, 201 effective samples in “Questionnaire 2: factors of website”, 241 effective samples in “Questionnaire 3: dimensions of social media” and 236 effective samples in Questionnaire 4: factors of social media”. In addition, this study also conducted a survey through Grey Relational Analysis (GRA) to extract the KSF of website design for operators to improve the quality of website and the intention of website browsers to develop the marketing strategies attracting customers. This study also extracts the key success factors of social media design for operators to improve the quality of social media and the intention of social media browsers to develop the marketing strategies attracting social media users. Finally, we apply the KSF of social media content design to one real Tina shop content issued by social media. We develop the“Questionnaire 5”, which compared original content with content designed based on KSF. And we collected 383 effective samples in “Questionnaire 5”. The result of“Questionnaire 5” shows the application of KFS is practicable.