| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 98 === Facebook is so popular in Taiwan from 2009 and it’s also getting hot in online social network service. There is more and more news about Facebook’s success recently. Friends beside you and me may all have a Facebook account; you can’t refuse the great mass fervor of it and look forward to know what marketer can do on Facebook.
The goal of this research is studying Facebook user behavior and finding the patterns. First, we review related researches about online social network service and online user behavior. Many studying about user behavior are finding behavior pattern through digging from website data like log data, browsing data etc.
In order to understand the motivation and experience behind the user behavior, we conduct in-depth interviews. Total 42 Facebook users in Taiwan were interviewed. From the qualitative analysis of interview data, we found that many Facebook users have similar behavior in some using dimensions. But if we divide users by motivation of using Facebook, we can have two groups of users: Game Users and Social Users. There are some differences between them.
Game Users have fewer friends and less interaction on Facebook. They don’t often update their profile and Wall; join fewer Fans and Groups on Facebook. They concentrate on playing games and stay longer on Facebook after they log in. In contract, Social Users have more friends and interaction on Facebook. They update their profile and Wall more frequently; join more Fans and Groups, and have more experiences about word-of-mouth on Facebook. According to traits of different user groups, we give proper marketing suggestions to each group. In this research we provide two marketing cases on Facebook: Fans marketing of 7-ELEVEN (more suitable for Social Users) and placement marketing in a Facebook game: Happy Farm by juice brand:“Minute Maid” (more suitable for Game Users).
Understanding user behavior on Facebook can help us to find what marketers can do on Facebook and have a reference for internet marketing. Furthermore, the finding about different online user groups may be worthy for future studying and observation.
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