社會網路服務網站的利益—以Facebook為例

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蔡繼正(Jizheng Tsai) 查詢紙本館藏

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資訊管理學系

論文名稱

社會網路服務網站的利益—以Facebook為例
(The Benefits of Social Network ServiceFacebook as an Example)

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摘要(中)

隨著Web 2.0時代的來臨，社會網路服務 (Social Network Service,SNS)愈來愈普及。依據Alexa流量網，在2007年12月世界流量排名前10名的網站中，社會網路服務就佔了四名，分別是Mysapce、Facebook、Hi5、Orkut。而所謂社會網路服務是以六度分隔理論為基礎的交友網站，與傳統式交友網站不相同。
基於以上述背景，本研究將探討社會網路服務帶給使用者利益。由於時間與資源有限，本研究將以最有潛力的網站Facebook進行探討。研究方法為隨機化實驗控制組前後測設計，並以中央大學資訊系學生為實驗對象，藉此來探討社會網路服務使用者與非使用者對於認識新朋友、娛樂、維持關係、了解學習、搜尋朋友、社會參與、網站信任、網站使用者信任、資訊獲取、成本、朋友品質、態度等議題是否有不同的認知，以了解社會網路服務所帶來的利益。由於目前社會網路服務在台灣文獻非常少，本研究期望能成為探討這個議題的先趨。關於本研究所發現結果如下：(1) Faceboo的「網站信任」、「使用者信任」、「朋友品質」比傳統交友社群高。(2) Facebook能帶給使用者「娛樂」效果與更多的「社會參與」，使用者在「態度」上也願意使用它。(3) Facebook仍是以英文為主要溝通語言，使得在台灣的普及率並不高，因此在「認識新朋友」、「維持關係」、「搜尋朋友」、「獲取資訊」與「了解學習」上，跟傳統網路媒體比起，有效性並不是那麼顯著。但相信在過幾年，Facebook也許能克服務語言的障礙，並成為未來的趨勢。

摘要(英)

Since the inception of web 2.0, the popularity of the Social Network Service (SNS) has continued to increase. Four SNS are among the global top ten websites – Myspace, Facebook, Hi5, and Orkut.(Alexa traffic, December, 2007).These dating sites, based on six degree of separation, have emerged as the most visited WWW sites, although they were started within 10 years.
With this background, this research is focuses on the benefits of SNS, using Facebook as an example. Using randomized control-group pretest-posttest experimental design, our study tested the data gathered from responses to a questionnaire distributed among students enrolled in the Information Management course at National Central University. A particular interest was the perception of SNS users and non-users as it is related to issues such as meeting new friends, entertainment, maintenance of relationship, understanding and learning, friend searching, social involvement, trust in websites, trust in other members, information searching, cost, and friend quality and attitude. Given few references about SNS in Taiwan, we envisaged this study to serve as a pioneer study of these issues.
Our conclusion shows that Facebook has higher “Trust in Website,” “Trust in Other Members,” and “Friend Quality” compared to traditional dating communities. Facebook can also provide user with entertainment and more social involvement. As a result, people have good attitude to use it. On the other hand, there were still few Taiwanese who like to use Facebook due to the fact that English is the main communication language in Facebook. For this reason, our research showed that there is no significant difference to meet new friends, maintain relationship, friends searching, information searching, understanding and learning between Facebook and traditional internet media. But after some years, Facebook perhaps will overcome the language barrier, and become the mainstream in the future.

關鍵字(中)

★ 六度分隔理論
★ 社會網路服務
★ Facebook
★ Web 2.0
★ 實驗設計

關鍵字(英)

★ Experimental Design
★ Web 2.0
★ Six Degree of Separation
★ Social Network Service
★ Facebook

論文目次

中文摘要 I
英文摘要 II
誌謝 IV
目錄 V
圖目錄 VII
表目錄 VIII
第一章緒論 1
第一節研究背景 1
第二節研究動機與目的 2
第三節研究流程與論文架構 4
第二章文獻探討 7
第一節社會網路服務 7
第二節社會網路服務相關研究 12
第三節 FACEBOOK 19
第三章研究方法 25
第一節研究架構 25
第二節研究問題與假說 26
第三節變數定義與衡量 28
第四節研究設計 37
第五節資料分析方法與工具 44
第四章資料分析 46
第一節前測分析 46
第二節實驗樣本結構分析 50
第三節信度與效度檢測 53
第四節實驗設計分析 56
第五章結論與建議 64
第一節研究結論 64
第二節研究貢獻 67
第三節研究限制 68
第四節未來發展與方向 70
參考文獻 72
附錄一 SNS與交友網站網址 80
附錄二前測問卷A卷 81
附錄三前測問卷B卷 87
附錄四實驗設計前測問卷 93
附錄五實驗設計後測問卷 98
附錄六前測A卷與B卷題項對應表 103
附錄七實驗設計前後測題項對應表 103

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指導教授

粟四維(Wesley Shu)

審核日期

2008-7-15

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