網路匿名性對虛擬社群成員發佈文章之影響－以Facebook與BBS為例

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陳尚群(Shang-Chun Chen) 查詢紙本館藏

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資訊管理學系

論文名稱

網路匿名性對虛擬社群成員發佈文章之影響－以Facebook與BBS為例
(The Effect of Anonymity on Members Posting Articles in Virtual Communities– The Cases of Facebook versus BBS)

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摘要(中)

近年來，社交網路服務平台 (Social Network Service, SNS) 的崛起讓其他虛擬社群相形失色。有別於其他社群，SNS大膽採用「實名制」的方式讓會員進行註冊和登入使用，與過往的虛擬社群大多以「匿名」的方式，讓成員可以更自由地去發表文章和討論的特性大相逕庭。本研究以「社會影響因素」為基礎，並且以兩個不同的社群做為對照樣本 (Facebook與PTT實業坊) ，期望能了解「匿名性」對「持續發佈文章之意圖」是否有調節效果，進一步加入目標導向行為模型 (Model of Goal-directed Behavior, MGB) 中「渴望」的動機因素當作「社會影響因素」和「持續發佈文章之意願」的中介因子，對不同層次的「動機」和「意圖」進行探討。
本研究以問卷調查法分別在「Facebook社群」以及台灣BBS大站「PTT實業坊」進行資料蒐集，共蒐集到有效樣本為785份。研究結果發現，在不匿名的情境下，「社會互動連結」與「規範」都會影響社群成員「渴望發佈文章的動機」；而在匿名的情境下，只有「社會認同」會影響成員「渴望發佈文章的動機」。雖然，匿名或不匿名在虛擬社群中會造成發佈文章因果關係的改變，但最後都不會影響成員「發佈文章的意圖」，也就是匿名性不再是影響社群成員發佈文章的主要關鍵因素。

摘要(英)

In recent years, Social Network Services (SNS) have developed rapidly and let many virtual communities faded into insignificance. Past virtual communities almost always let members post their writing or article anonymously. However, SNS works differently: it let members register and login by real-name. This research attempts to understand whether “anonymity” has moderating effects on “intention to continue posting article”. It is based on social influence factors and selected two different types of virtual communities for comparison (Facebook and BBS). Further, this study also takes “desire” of the Model of Goal-directed Behavior (MGB) as a mediator between “social influences” and “intention to continue posting article” to further understand the different levels of motivation and intentions.
Data was collected from 785 respondents through self administered questionnaires from Facebook and PTT (a major BBS in Taiwan). Results reveal that desire to post article is influenced by social interaction ties and norms in the non-anonymous scenario; but it is influenced by social identification in the anonymous scenario. Nevertheless, the relationship between cause and effect will be changed by anonymity, but it does not have influence on “intention to continue posting article”. In other words, anonymity is not the key issue influencing members whether to post articles.

關鍵字(中)

★ 匿名性
★ 社會影響
★ 虛擬社群
★ 渴望

關鍵字(英)

★ Social influence
★ Anonymity
★ Virtual Community
★ Desire

論文目次

中文摘要 i
圖目錄 vi
表目錄 vii
1. 緒論 1
1-1　　研究背景與動機 1
1-2　　研究目的與問題 2
1-3　　研究流程 3
2. 文獻探討 4
2-1 目標導向行為模型 4
2-1-1 目標導向行為模型 4
2-1-2 MGB的相關研究 9
2-1-3 MGB模型的決策因子 9
2-2 社會影響 (Social influence) 10
2-2-1 社會互動連結 (Social interaction ties) 11
2-2-2 主觀規範 (Subjective norms) 和描述性規範 (Descriptive norms) 12
2-2-3 社會認同 (Identification) 13
2-3 匿名性 14
2-3-1 匿名性 14
2-3-2 匿名性的相關研究 16
3. 研究方法 17
3-1 研究架構與假說 17
3-1-1 社會影響因子與渴望 18
3-1-2 渴望和持續行為意圖 21
3-2 研究變數之操作化 23
3-2-1 社會認同 23
3-2-2 主觀規範 24
3-2-3 描述性規範 24
3-2-4 社會互動連結 25
3-2-5 渴望 25
3-2-6 持續發佈文章的意圖 26
3-3 研究設計 27
3-3-1 問卷設計 27
3-3-2 研究樣本 27
3-3-3 資料分析方法 28
4. 資料分析 29
4-1 樣本基本資料分析 29
4-1-1 問卷回收 29
4-1-2 回收樣本特徵統計 30
4-2 問卷量表之信度與效度檢驗 33
4-2-1 信度分析 33
4-2-2 收斂效度分析 34
4-2-3 區別效度分析 35
4-3 假說檢定 36
4-3-1 整體模型適配檢定 36
4-3-2 假說檢定 38
4-4 小結 44
5. 結論與建議 46
5-1 研究結果及討論 46
5-1-1 整體虛擬社群 46
5-1-2 匿名性的影響效果 47
5-1-3 探討Facebook社群 48
5-1-4 探討PTT實業坊 49
5-2 研究貢獻 50
5-3 管理意涵 50
5-4 研究限制與未來研究建議 51
參考文獻 53
附錄一、線上問卷 (Facebook) 57
附錄二、紙本問卷 (Facebook) 61
附錄三、紙本問卷 (PTT之e-shopping看版) 64

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三、網路資料
PTT實業坊，telnet://ptt.cc，取用於2011/05/27。

指導教授

蘇雅惠、范錚強
(Yea-Huey Su、Cheng-Kiang Farn)

審核日期

2011-7-7

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