| Summary: | 碩士 === 國立臺灣師範大學 === 圖書資訊學研究所 === 106 === The core of the library services begin with understanding the needs of clients. In the process of providing services, libraries can establish good relationships with clients such as trust and reciprocity etc., which help it exploit the benefits. Social Capital focus on social network and contain various characteristics including trust and reciprocity, if libraries can accumulate and use Social Capital properly, the benefits not only can maintain the relationships well but also can promote the qualities of services significantly. Nowadays, due to the mature growth of social media, libraries are able to easily expand services via Facebook fan page and maintain intimate relationships with clients, which indicates that they can accumulate Social Capital more efficiently. Hence, the purpose of the study is to explore the operational efficiency of library’s facebook fan page from the perspective of Social Capital theory, including the characteristics of fans, motivations, needs and satisfaction and management strategy etc.
The research takes National Taiwan University Library Facebook fan page as the research object, and uses multiple research method, including content analysis, questionnaire and interview method, with Nahapiet’s & Ghoahal’s Social Capital structure (1998) to complete the research. First of all, the questionnaire survey for investigating the characteristics fans and social capital; secondly, the content analysis method for collecting the operating data and management mode of fan page; finally, the semi-structured interview method for surveying clients’ real experiences of using fan page. The study eventually collected 262 valid questionnaires, 2960 posts, 964 comments as well as interviewed 16 real using experiences from actual users.
According to the samples of research, the results show that the alumni and master, doctoral students are main fans, who consider that ‘accessing to information’ is the main motivation of using fan page. In addition, the fans' interaction and satisfaction of fan page are lower than using physical library; however, the 26 to 35 year-old alumni are more satisfied and favored with fan page than other age groups, showing that the group of fans is more likely to give positive feedbacks. In business model, the study found that ‘delivering library’s information’ is the main type of posts. Furthermore, "other" type of posts, such as photos, important votes, etc., although the number of the posts are rare, it can significantly affect fans to generate the sense of belonging, which reviews that the type of posts are effective for accumulating library’s Social Capital. In terms of real using experiences, the Relational Social Capital is the vital trait of fan page, which presents that the library can create trust and identification through the fan page. In contrast, due to the low interaction between fans, the Structural Social Capital is relatively scarce, which will limit the benefits of Cognitive Social Capital. Based on the findings, the study concludes some practical suggestions for the future management strategies and research.
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