| Abstract: | 由於網路的快速發展，網路上成立了許多知識社群，由於這些知識社群具有專業性，可以匯集屬性相同的大量會員，也漸成為網路廣告主所重視的社群，對於知識社群經營者而言，網路廣告為其重要收益來源之一，然而，目前似乎仍缺乏有效的網路廣告效益評估與分析方法，以追蹤知識社群在網路廣告上的效益。
本研究將由文獻探討找出知識社群的特性及相關的廣告效益評估準則，透過專家訪談之方式歸納其層級架構，再以層級分析法(AHP) 找出其評估權重，最重視的評估構面依序為「社群品牌形象」、「資訊內容品質」、「網站流量分析」、「經營團隊素質」，研究結果可供經營者參考。
As the rapid development of the network, the network set up a lot of knowledge communities. As these communities accumulate a lot of professional knowledge, can bring together a large number of members of the same attributes. These online communities gradually become valued by advertisers .The Internet advertising for one of the important source of revenue for knowledge community operators. However, seems still a lack of effective assessment and analysis of effectiveness of online advertising methods to track the knowledge community on the effectiveness of Internet advertising.
The literature review will identify the characteristics and knowledge of community assessment criteria related to advertising effectiveness. By way of interviews with experts in the collective sum of its hierarchical structure, then Analytic Hierarchy (AHP) to find out the weight of it is assessment.. The most important assessment dimensions of the order of “Community brand image”, “Content quality”, “Web site traffic analysis”, “Quality of the management team”.Results available for the reference of the operators. |
