網路社群媒體使用者資訊分享行為探究

Exploring Web Users' Information Sharing Behavior on Online Social Media

江義平(I-Ping Chiang) ； 賴欣怡(Hsin-Yi Lai)

《創新與管理》 11卷1期 (2014/06) Pp. 23-51

摘要

隨著網際網路的發展，人們互動與交換資訊的方式不再侷限於實體管道，而是有越來越多的網路媒體可以選擇。雖然近年來透過網路媒體分享資訊已形成一項風氣，但卻甚少研究探討網路媒體特性、資訊分享效果對網友在選擇媒體上的影響程度，因此本研究旨在探究網友在社群媒體類型中選擇使用網路服務的因素為何。本研究針對目前最受歡迎的新興網路媒體部落格和社群網站為研究對象，共蒐集2,575份有效樣本。透過歸納過去文獻，本研究發展出網路媒體特性（媒體豐富性、社會臨場感、媒介可信度）與資訊分享效果（社會支持、社會鏈結）的衡量構面和因素；接著透過多項邏輯模式（Multinomial Logit Model）分析決定網友造訪網站的因素，並在最後進一步提出各項網路媒體未來發展之應用。本研究分析結果可當作未來理論研究發展的基礎，更可輔助企業在進行制定行銷策略之實務參考。

關鍵字

社群媒體 ； 資訊分享行為 ； 多項邏輯模式

並列摘要

The rapid development of the Internet enables individuals nowadays to interact and exchange message with each other through a wide range of online media choices. However, there has been little research on the effect of different online media on people's information-sharing behavior. Thus, this study aims to explore the sharing behavior of the Internet users in terms of different online media, and to distinguish the media's effects on the sharing behavior. Choosing the most popular online social media in Taiwan, this research collected 2,575 valid samples from the media users through online survey. The research findings conceptualized online media characteristics, information sharing behavior and sharing effects by 9 factors-media richness, social presence, instantaneity, media credibility, information sharing quality, information sharing quantity, social loafing, social support, and social tie. Moreover, by conducting the multinomial logit model analysis, this research figures out the choice preference of 9 factors of each media. This study also provides several in-depth theoretical reviews and practice implications for future e-marketing research and management.

並列關鍵字

social media ； information sharing ； multinomial logit model