從社會影響的觀點探討Facebook使用行為的實徵研究

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陳怡存(Yi-cun Chen) 查詢紙本館藏

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資訊管理學系

論文名稱

從社會影響的觀點探討Facebook使用行為的實徵研究
(An Empirical Study on the Facebook User Behavior from the Social Influence Perspective)

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摘要(中)

近年來Facebook的使用人數不斷的成長增加，各項資料都顯示Facebook已經成為最熱門的社群網站平台。過去以行為觀點研究Facebook使用行為的文獻中，探討了社會影響對Facebook使用行為的直接影響，以及Facebook使用者的使用動機。因此本研究主要在探討知覺社會影響透過使用動機對Facebook使用行為的間接影響，並對照其對Facebook使用行為的直接影響。此外也探討社會資本與知覺社會影響和Facebook使用行為之間的關係。
本研究採用問卷調查法，透過線上問卷的方式設計並發放問卷，總共收集了617份Facebook使用者的有效樣本，並進行結構方程模型分析。研究結果發現以下二點：(1) 知覺社會影響對Facebook使用行為的直接影響與間接影響都是顯著的，而且透過使用動機對Facebook使用行為的間接影響，比直接影響更大；(2)社會資本與Facebook使用行為和知覺社會影響之間都是正向相關，除了呼應縱斷面研究文獻所發現使用Facebook有助於社會資本的建立，本研究針對其管理和實務意涵均有討論。

摘要(英)

In recent years, the number of the Facebook users has been tremendously increasing, and many reports indicated that the Facebook had become the most popular social network platform. Most of the behavioral literatures on the Facebook user behaviors explored the direct impacts of social influences and the motivations of Facebook users. The main purpose of this study is to examine the indirect impacts of social influences on the Facebook user behaviors through the user motivations, and contrast with the direct impacts of social influences. The correlation between social capitals and social influences, and that between social capitals and the Facebook user behaviors are also studied.
Using the online survey method, we collected 617 valid questionnaires from Facebook users with mySurvey platform. The structural equation modeling analysis is conducted. The research findings are as follows. First, the direct and indirect impacts of social influences on the Facebook user behaviors are both significant, and the indirect impacts are greater than the direct ones. Second, the correlation between social capitals and social influences, and that between social capitals and the Facebook user behaviors are both positive, which is in accordance with the results from longitudinal literature that using Facebook helps build social capitals. This study also discusses the managerial and practical implications.

關鍵字(中)

★ 社會資本
★ 使用動機
★ 知覺社會影響
★ Facebook

關鍵字(英)

★ social capital
★ user motivation
★ social influence
★ Facebook

論文目次

第一章緒論　1
第一節研究背景與動機　1
第二節研究目的與問題　5
第三節論文架構　6
第二章文獻探討　7
第一節 Facebook簡介　7
第二節使用與滿足模式　10
第三節社會資本　16
第四節知覺社會影響　20
第三章研究方法　25
第一節研究架構　25
第二節研究假說　26
第三節變數定義與衡量　34
第四節研究設計　39
第五節資料分析方法　41
第四章資料分析與結果　42
第一節樣本結構分析　42
第二節衡量模型　46
第三節結構方程模型分析　49
第五章結論與建議　59
第一節研究結論　59
第二節管理意涵　63
第三節實務意涵　64
第四節研究限制與未來方向　66
參考文獻　68
英文文獻　68
中文文獻　73
網站　74
附件一　75
研究問卷　75

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中文文獻
[1] 粟四維、莊友豪，2009，Wiki使用者與使用行為之研究，電子商務學報，11卷1期：185-212。
[2] 侯正裕、陳靜枝、陳鴻基，2010，為何人們使用社交網站? 認知專注的觀點，資訊管理學報，17專刊：97-116。
網站
[1] 數位時代：http://www.bnext.com.tw/
[2] 數位時代 comSocre調查，2010年4月23日：http://www.bnext.com.tw/article/view/cid/0/id/14624
[3] Wikipedia Facebook簡介：http://zh.wikipedia.org/wiki/Facebook
[4] Facebook說明：http://www.facebook.com/help/?faq=14259&tq
[5] iThome 研究: Google改變人腦的記憶方式，2011年7月15日: http://www.ithome.com.tw/itadm/article.php?c=68697

指導教授

何靖遠(Chin-yuan Ho)

審核日期

2011-7-25

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