蔡雅芳Ya-Fang Tsai劉陽坤Yang-Kun Liew醫療產業科技管理學系2026-10-059999-12-3120212021-06-30https://handle.ncl.edu.tw/11296/mykr2shttps://scholars.csmu.edu.tw/handle/123456789/20341隨著5G時代的來臨，網路已經成為一個生活中不可或缺的角色。絕大多數民眾都已進入網路世代，而社群媒體成了大眾獲取資訊的主要來源之一。非常多的企業也開始經營網絡，藉助網路的影響力與傳播力，以達到行銷目的。而近幾年來，台灣醫院也開始應用網路媒體進行行銷活動。 然而，這些社群媒體的經營是否能夠為醫院帶來實質的效益？因此本研究使用Facebook Analytics以及Google Analytics兩種工具，將兩者分析的醫院網路訪客瀏覽資訊進行連結，以了解社群媒體經營是否可以增加民眾親近醫院並進而來醫院看診的成效。提供醫院在研擬行銷決策時之參考。應用Facebook Analytics收集個案醫院Facebook粉絲專頁的訪客行為資訊，資料分析期間自2019年1月1日至2020年12月31日，共2年。應用Google Analytics收集個案醫院網站的訪客行為資訊，資料分析期間自2020年7月1日至2020年12月31日，共6個月。 研究結果發現個案醫院Facebook粉絲專頁與醫院網站的訪客行為特徵差異不大。在年齡的分佈均以青壯年族群居多，性別分佈則以女性居多。另外，醫院Facebook粉絲專頁以台灣中部地區為主要訪客。醫院網站則是以台灣北部地區為主要訪客。它們的主要來源網路訪客的居住地分別來自不同地區。由於平台的特質不同，訪客關注的貼文內容也有所差別。個案醫院Facebook粉絲專頁訪客關注的內容以「院內訊息」與「榮譽訊息」為最高，而個案醫院網站的訪客關注的內容則是以「掛號網頁」與「衛教網頁」為最高。 建議個案醫院社群媒體的管理者應該因應不同平台的訪客行為特質來發展適合該平台的內容，並且採取定期更新與橫向連接的方式。透過Facebook粉絲專頁與醫院網站進行連結，而將Facebook粉絲專頁的流量導入至醫院網站，並與醫院的掛號系統連結，以達到提升網路掛號率的目的。With the arrival of the 5G era, the internet has already played an inevitable role in daily life. Social media has become the main access to information for the masses. Through achieving marketing objectives, more and more companies start to manage their social media to increase their influences. Recently, hospitals in Taiwan also begin to use social media for marketing. However, does managing social media really bring benefits to hospitals? The result of this research hopes to help hospitals build marketing strategies. In order to understand whether social media can improve hospital-patient relationship, this study analyzed the browsing data of the hospital’s Facebook page and the website with the two main analysis tools: Facebook Analytics and Google Analytics. The Facebook page visitors’ behavior data collected from Facebook Analytics which are from January 2019 to December 2020. The website visitors’ behavior data collected from Google Analytics are from July 2020 to December 2020. Research found that the visitors of the hospital's Facebook page and website are slightly different. Data shows that the age distribution is mostly young and middle-aged, while the gender distribution is mostly female. Moreover, most Facebook page visitors are in the middle of Taiwan. Hospital’s website visitors are generally located in northern Taiwan. Because of the different features of these two platforms, they have their own target audience and content preference. Facebook page visitors focus more on “Latest News” and “Honor Roll”, while hospital’s website visitors give more attention on “Make an Appointment” and “Research and Education”. As a result, the study suggests that social media managers of hospital should customize different content for different platforms and remember to update their content regularly. By connecting Facebook page and hospital’s website, it can drive more traffic to hospital’s website from Facebook. And thus achieve the goal of increasing the number of online appointments.網路行銷社群媒體行為資訊Facebook AnalyticsGoogle AnalyticsDigital MarketingSocial MediaUser Behaviorthesis