社群網站使用者在行為感知、資訊驗證行為及資訊信賴度之分析－以Facebook使用者為例

The Analysis of User Behavior Awareness, Verification Behaviors, and Information Credibility: A Case of Facebook Community Users

吳欣純(Shin-Chun Wu)

《教學科技與媒體》 101期 (2012/09) Pp. 23-39

摘要

本研究探討Facebook 使用者行為、資訊驗證行為與資訊信賴度之相關性，研究方法為問卷調查，問卷分為五個部分，除人口變項與網站使用行為等基本資料外，另有3個分量表，分別測量使用行為感知、資訊驗證行為、以及資訊信賴度。本研究透過網路發放問卷，共獲得252個有效樣本，並以探索性因素分析實證資料。研究結果顯示，問卷各向度皆具有良好內部一致性信度，探索性因素分析顯示樣本資料大致支持研究者預設之因素結構，建構效度尚可。問卷發展完成後，以此問卷為研究工具，進一步研究Facebook 使用者行為與資訊驗證行為對於資訊信賴度之相關性。研究結果顯示：（1）Facebook常用功能不同在資訊信賴度的分數上有所差異；（2）Facebook使用者行為感知與其資訊信賴度、資訊驗證行為之間具有相關性；（3）未來研究方向可針對單一網站中不同功能探討使用者在資訊信賴度之差異。

關鍵字

Facebook ； 資訊驗證 ； 資訊信賴度 ； 網路使用行為

並列摘要

The purpose of this study was to explore the correlation among the Facebook users' behavior awareness, verification behaviors, and their perceptions of information credibility. The study has developed a scale, and its reliability and validity were tested for later use in the research. In addition to collecting the demographic variables and website usage behaviors, the scale composes of three subscales to measure the behavior awareness, information verification behavior, and information credibility of the Facebook users. The study was conducted via an online survey and 252 valid samples were obtained. The exploratory factor analysis was used to analyze the empirical data. The results showed a good internal consistency reliability and acceptable construct validity for the total scale. The scale was further used to explore the relationships among Facebook users' behavior awareness, verification behaviors, and perceptions of information credibility. The results showed that users demonstrated significantly differences in the information credibility scores when using different Facebook functions. In addition, the Facebook users' behavior awareness, their perception of information credibility, and verification behavior were correlated. Implications and recommendations for future research were then provided.

並列關鍵字

Facebook ； Information credibility ； Verification behavior ； Internet usage behavior

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