2020年年會論文 -發文策略、回憶能力與國軍支持程度分析以國防部發言人粉絲專頁為例
篇名
發文策略、回憶能力與國軍支持程度分析以國防部發言人粉絲專頁為例
Analysis of posting strategy, recall ability and supporting attitude towards the military-The Case of Military Spokesman Facebook Fan Page
作者
范宜君
Fan YeeChun
中文摘要

本研究希望藉由探討發文策略(文字或圖片輔以文字)和訊息回應量(按讚數、留言數及分享數量)的差異下是否與社會大眾之回憶能力產生關聯,以及能否對社會大眾的認知產生實際幫助、端正對國軍的看法及態度,並影響其支持國軍之意圖。本研究運用實驗法、網路問卷施測方式,有效問卷合計133份。結果顯示,純文字發文、圖文發文方式與回應量多寡並無造成受測者在點閱意願、貼文態度、回憶能力及對國軍的支持態度上有顯著之效果,另外回憶能力部分中介了點閱貼文和對國軍支持態度之間的關係,但回憶能力並未中介貼文態度和對國軍支持態度之間的關係。 

英文摘要

This research hopes that by the difference of posting strategy (words or pictures with words)and response(the number of likes, response message and share)whether link memory ability of the public,
and actually help to public cognition, attitude, and correct view of military, and affect its support the intentions of the military. Experimental method was used in this study and 133 valid questionnaires were collected by means of network questionnaire. The results showed that the way of posting and the amount of responses did not result in significant effect on reading intention, posting attitude, recall ability and support attitude towards the military. In addition, the part of recall ability mediates the relationship between reading posts and supporting attitude towards the military, but recall ability does not mediate the relationship between posting attitude and supporting attitude towards the military.
 

中文關鍵詞
發文策略、回憶能力、一般態度
英文關鍵詞
advertising content strategy, recall, general attitude
發表日期
2020/06/18
授權狀況
未授權