A Study to the Motivation Influencing Consumer Participating Enterprise Microblogging Interaction – Take Plurk as an Example

• Main Author: 何芝宜
• Other Authors: 王健華
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/52288521678846526199

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 99 === The internet technology is getting mature nowadays, a number of social network services and community platforms also rise up in the meantime. As a result, many companies understand that the crowd is money, seeing the potential of microblogging marketing, they started to throw marketing resources into microblogging services, building a new marketing battlefiled in the mainstream microblogging platforms. In the past researches showed that microblogging is a highly interactional social network service, but researcher just found that in Taiwan, even business microbloggings have a lot of followers, the replying percentage is merely 0.1%. In this research, researcher use ―Participate Motivation‖ and ―Interaction‖ as the researching concept to investigate consumer actions. In this research, the ―Participate Motivation‖ is based on the ―Theory of Motivation‖, and the ―Interaction‖ is based on the ―Theory of Social Exchange‖. The research result is as below: A. Different user backgrounds show no significant difference in Participate Motivation. B. Different user backgrounds show significant differences in Interaction concept. C. Different Plurk Using habits show significant difference in Participate Motivation. D. Different Plurk Using habits show significant difference in Interaction concept. E. Participate Motivation is positive correlation to Interactions.