探討網路交友平台使用者之 交友機制使用意圖─以Dcard為例

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許庭浩(Ting-Hao Hsu) 查詢紙本館藏

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資訊管理學系

論文名稱

探討網路交友平台使用者之交友機制使用意圖─以Dcard為例
(Discussing User Intention of Dating Mechanism on Dating Platform – Dcard)

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摘要(中)

隨著網際網路蓬勃發展與技術上的成熟，交友平台、網路論壇、即時通訊軟體等社群網路媒介也隨之普及，同時有越來越多的網路使用者沉迷於虛擬世界，影響了現實生活中的人際互動與社交行為，使得網路交友成為風潮，而我們在眾多的交友平台之間發現，「Dcard」有其獨特的交友機制─抽卡。
Dcard的抽卡交友機制成功吸引了數萬位國內外大專院校學生成為平台會員，故本研究將以計畫行為理論為基礎，加入涉入程度、知覺價值及社交焦慮，探討影響交友平台使用者使用抽卡交友機制交友之因素。本研究結果發現，使用者對抽卡交友機制的態度、知覺行為控制及涉入程度皆會正向影響其使用抽卡交友機制之意圖，且使用者對抽卡交友機制所感受到之功利性知覺價值亦會正向影響其使用抽卡交友機制之意圖，而本研究的結果可作為網路交友平台業者在擬定經營策略及平台功能設計上之參考。

摘要(英)

Thanks for the flourish of the Internet and the fully developed technology, social network media - such as dating platform, forum, and instant messaging software - has become popular. At the same time, more and more Internet users have indulged in the virtual world. It has affected people’s interaction and social behaviors, so online dating has become a trend. Compared to several dating platforms, we found that “Dcard” has a unique dating mechanism which is “card drawing”.
The card drawing mechanism of Dcard has appealed tens of thousands of college students becoming the dating platform users. Therefore, the study is going to discuss the impact factor of user intension of dating mechanism on the basis of Theory of Planned Behavior (TPB), attached with involvement, perceived value, and social anxiety. According to the study result, users’ attitude, perceived behavior control, and involvement toward card drawing mechanism can positively affect the use intension on card drawing mechanism, and the use intension on card drawing mechanism also can be positively affected by users’ utilitarian perceived value. The study result can be taken in advice by dating platform operators for making business decision or designing the function of the dating platform.

關鍵字(中)

★ 計畫行為理論
★ 涉入程度
★ 知覺價值
★ 社交焦慮
★ 抽卡交友機制

關鍵字(英)

★ Theory of Planned Behavior (TPB)
★ involvement
★ perceived value
★ social anxiety
★ card drawing mechanism

論文目次

論文摘要 i
Abstract ii
誌謝辭 iii
目錄… iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1 研究背景 1
1-2 研究動機 2
1-3 研究目的 4
1-4 研究流程 5
二、文獻探討 7
2-1 計畫行為理論 7
2-2 涉入程度 10
2-3 知覺價值 12
2-4 社交焦慮 14
三、研究方法 17
3-1 研究架構 17
3-2 研究假說 18
3-3 變數的衡量與定義 20
3-4 研究設計 24
四、資料分析 26
4-1 前測問卷分析 26
4-2 樣本結構分析 33
4-3 信效度分析 36
4-4 結構方程式模型分析 41
五、結論 49
5-1 研究發現與結論 49
5-2 研究貢獻 52
5-3 研究限制 53
5-4 未來研究發展建議 54
六、參考文獻 55
附錄一、前測問卷 60
附錄二、正式問卷 64

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指導教授

粟四維、謝浩明

審核日期

2016-7-25

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