隨著社交網站逐漸為大眾所接受，使得線上商機顯著的成長，各家企業紛紛投入社群行銷，並將其列為重點行銷方式。但是社交媒體的普及，導致影響了用戶個人生活以及增加了個人隱私資訊暴露的風險，在很多情況下，風險因素與過度使用會使得用戶產生倦怠感，甚至對於社交媒體產生負向的態度。每個用戶在社交媒體上都會依照其人格特質形成獨特的人際行為與社交關係，其面對網路的態度也會依照人格特質而改變。 本研究試圖探討受訪者是否會因為社交媒體倦怠或人格特質影響其對於分享社群媒體上口碑的態度。研究模型是基於整理相關文獻後所提出，本研究以社群網站Facebook 為模擬環境，利用發放網路問卷的方式進行問卷調查法，共蒐集224份有效樣本。使用SPSS、AMOS與SmartPLS 3.0進行資料分析，以檢驗本研究模型與研究假說。 研究結果顯示：(1) 使用者對於其在網路上的人際關係滿意度會對社交媒體倦怠程度有顯著影響。(2) 使用者的社交媒體倦怠程度越高，其對於線上口碑貼文的分享意圖會越低。(3) 使用者社交媒體倦怠中的情緒耗竭對口碑分享意圖的影響，會受到水仙人格調節，當水仙人格特質程度越大時調節作用越大。 ;The escalating acceptance of social networking, coupled with the phenomenal growth in on-line business opportunities, result in waves of companies plunge into social media marketing as a key marketing strategy. However, the popularity of social media usage leads to interference with users’ personal lives, and increases the risk of privacy exposure. In many cases, this negative factor, together with excessive usage, results in user fatigue, burnout and even negative attitude towards social media. Each and every user develops a unique networking behavior and social relationship, based on their personality traits, and their attitudes toward the Internet are also affected accordingly. This study attempts to understand the ways social media fatigue and personality traits affect their behavior in sharing word-of-mouth information on social networks. A research model is proposed based on related literature. Facebook was used as the research settings, and online questionnaires were distributed online. 224 valid samples were collected, and analyzed SPSS, AMOS and SmartPLS 3.0. Analysis reveals that: (1) the user′s satisfaction on their social media interpersonal relationships negatively affects social media fatigue, (2) users with higher degree of social media fatigue are less inclined to share word-of-mouth information online, (3) the effects of user′s emotional exhaustion in social media fatigue towards sharing intention is moderated by narcissism personality traits, and the higher degree of narcissism has higher degree of moderation.
