| Summary: | 碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 102 === For the past several years Social Media Network (SMN) has become a prevalent business tool and a global phenomenon. Since 2010 SMN has doubled in used totaling 1.82 billion users. It is of increasing importance for SMN providers to identify their customer’s major criteria and sub-criteria of usage and to continuously improve overall performance. This paper will discuss the findings of the Analytical Hierarchical Process (AHP) method applied; qualitative research is conducted in order to states the factors applied in AHP method. The research model is validated empirically using data from twenty valid questionnaires. This research interviews SMN users who have experienced in using three SMN websites (i.e. Facebook, Twitter and Pinterest). AHP is applied to assess the relationship between relevant criteria that these websites have provided.
Twenty valid questionnaires have been received from users of these three SMN websites. The first data was run as the overall opinion from these three websites and the following three where run individually. Consequently, the result showed that social-integration plays an important role for Facebook users, whereas self-integration plays a critical role for Twitter and Pinterest users. This research offers a pattern for future researchers who are interested in gaining a competitive advantage in understanding the core value that each websites provides to its users. This methodology can be applied in the evaluation of future SMN websites to deliver new market analysis. However, it is essential that practitioners spend time understanding which services match their personal and professional needs. By identifying the most essential criteria and sub-criteria, this paper delineates the social and personal aspects that are relatively important to SNM providers.
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