社群媒體、歸屬感與社會焦慮對消費者體驗之影響－以社會參與為干擾變項

現今社群媒體廣為大眾所使用，本研究主要在探討歸屬感與社會焦慮對於消費者經驗的影響，並使用社群媒體為中介角色，以及社會參與作為干擾社群媒體對消費經驗之效果。本研究對象主要為有使用臉書之青壯年族群，採用立意抽樣調查法進行資料蒐集。而實證結果顯示，歸屬感對於社群媒體並無顯著影響。社會焦慮對於社群媒體並無顯著影響。社群媒體正向影響消費者經驗。社會參與較低者會增強社群媒體對消費者經驗之影響。

關鍵字

歸屬感；社會焦慮；社群媒體；社會參與

並列摘要

In this time, social media are widely used by the general public. This study mainly explores the influence of the sense of belonging and social anxiety on consumer experience, and uses social media as an intermediary role, and social involvement as an interfering social media to consumer experience effect. Most researches have pointed out that the sense of belonging and social anxiety has always been a very important research topic, but few articles currently discuss the impact of the sense of belonging and social anxiety on consumer experience, so in order to make up for this gap, this research hypothesis is proposed. The main research objects of this study are the young and middle-aged people who use Facebook, and they used the intention sampling survey to collect data. The empirical results show that: 1. The sense of belonging has no significant impact on social media. 2. Social anxiety has no significant effect on social media. 3. Social media has positively influenced consumer experience. 4. Lower social engagement will increase the influence of social media on consumer experience.

並列關鍵字

social media ； need to belong ； social anxiety ； social engagement

參考文獻

Haythornthwaite, C., Kazmer, M. M., Robins, J., & Shoemaker, S.(2006). Community Development Among Distance Learners: Temporal and Technological Dimensions. Journal of Computer-Mediated Communication. Retrieved from https://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2000.tb00114.x#

周季穎（2005）。電腦中介傳播對口碑行為的影響（未出版之碩士論文）。東吳大學，台北市。