| Summary: | 碩士 === 國立臺北大學 === 公共行政暨政策學系碩士在職專班 === 107 === With the rapid development of network technology, government agencies of each country have applied the concept and tools of Web 2.0 to government portal websites, policy propaganda and communication, trying to strengthen public policy promotion and coordination through network communication and interaction. Besides, there is a complementary relationship between social media and government websites, which can also provide interaction and communication channels between people and agencies, shorten the distance between government and people, and attract civil participation in internet communicating and interaction. By using tools of new technology to interact with people, the publics can understand policy contents better, and then make policy implementation more smoothly and public policies more open and transparent. It can also make more effective communication and policy promotion with people and make up for shortcomings of traditional public opinion polls.
By documents collection and arrangement, this study has interviewed undertakers and directors of Veterans Affairs Council who undertake internet social media business. It attempts to design a suitable scale through a quantitative approach and develop into a questionnaire. Taking undertakers and directors of that government agency and its subordinate institutions as the subjects, it has designed and collected 55 valid questionnaires. Using SPSS statistical software as data analysis tool, it has analyzed difference of views among different ethnic groups by Independent Sample t-test and One-Way ANOVA in accordance with study purpose. Finally, it has sorted out aspects and factors that affect the effect on social media operation of government agencies by exploratory factor analysis.
The study findings show that: 1. Interviewees of different ages think that “undertakers accept agency concepts” has different feelings in “article or film click-rate”; “officers are interested in topics triggered by social media” has different feelings in “undertakers promote social media business”. 2. For different education levels, “concise and easy-to-understand posts” has different feelings in “article or film click-rate”; “good operation effect on fan groups”, “undertakers are skilled in operation” and “business outsourcing” has different feelings in “undertakers promote social media business”; “reduce other business volume of undertakers” has different feelings in “agencies support social media business”. 3. Due to seniority difference, “undertaker’s age” has different perceptions on “article or film click rate”; “fan groups hold small activities or give small gifts” has different perceptions on “agencies support social media business”. 4. There are six influence factors of “article or film click-rate”, including “identification of agency personnel’s experience and support”, “agency external support”, “simplify administrative operations”, “die-hard fans support”, “social media information disclosure” and “business outsourcing”; there are three four influence factors of “undertakers promote social media business”, including “new technology shapes internet celebrity”, “concise and practical posts” and “motivate undertaker to act bravely”; and there are four influence factors of “agencies support the business of social media”, including “motivate undertakers to devote energies”, “shape image by fan preferences”, “public opinion makes agencies to invest resources in operating social media” and “fans interaction”. Therefore, if we start with various factors, it will perfect government agency operation in social media business.
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