| Summary: | 碩士 === 國立臺灣師範大學 === 體育學系 === 105 === The Internet will have a social impact on development. The media is more diversified. Social media has gradually become a communication tool for everyone. International sporting events have begun to promote social media and marketing activities. People use of social media will choose from personal preferences or which kind of function what they need. Social media such as Facebook, Twitter and YouTube disseminate messages, which virtually promote the spread of word of mouth and also affect the satisfaction of the tournaments. The purpose of this study is to explore the use of social media by Taiwanese university students and their opinion on word of mouth and satisfaction toward 2017 Summer Universiade. 572 questionnaires were collected, and analyzed based on descriptive statistical analysis, t-test, one-way ANOVA and correlation analysis with Windows IBM SPSS 23.0. Using word of mouth communication and satisfaction as the theoretical basis. The results were as follows: 1. Facebook is the most frequently used comparing to other social medias, and the number of hour used everytime is in between two to four hours. The functions on Facebook which was used most is the social group which accounted for 21.1% of the entire participant. Furthermore, the majaority of the participants has seen relevant information of 2017 Summer Universiade on Facebook. More than half of the participants has “Neutral” knowledge of the 2017 Summer Universiade. 2. In addition, the genders “Spreading of word of mouth” shows significant differences and different levels of understanding in the word of mouth. 3. The duration of use in social media shows significant differences in “Spreading of word of mouth”.4. Different levels of understanding of the students in the satisfaction shows significant differences. 5. 2017 Summer Universiade word of mouth and social media satisfaction has a significant correlation.
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