在不同程度的社會關係中，探討社會交換的中介效果如何影響Facebook上的社群公民行為

Social Network Citizenship Behaviors in Facebook：The Mediator Effect of Social Exchange and the Moderator Effect of Social Tie Strength

賴子龍(Tzu-Long Lai)

指導教授 ： 吳玲玲

共同指導教授 ： 陳鴻基

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.01078

摘要

本研究主要探討Facebook上的社群網路組織公民行為是否受到不同程度的網路信任感、預知風險所影響。同時，研究中也討論了Facebook上的自我揭露行為、社會交換關係建立行為對於社群網路組織公民行為的中介效果。此外，本研究將使用者在Facebook平台上感受的人際關係強度視為調節變數，調結構面與構面之間關係的因子，藉此了解人際關係強度對於Facebook使用者的影響。
研究結果指出，在不同強度的人際關係強度中，影響使用者進行公民行為的因素有所差異，並且對於預知風險在Facebook平台上解釋力不強的結果做出解釋。提供未來社群網路相關研究可行的討論方向與實質的管理意涵。

關鍵字

社群網路公民行為 ； 網路信任感 ； 預知風險 ； 自我揭露 ； 社會交換 ； 社會關係強度

並列摘要

This study investigate in the social network citizenship behaviors on Facebook, discussing the effect caused by internet trust and perceived risks. Moreover, we propose self-disclosure and social exchange intention which the main activities on Facebook will have mediating effect to social network citizenship behaviors. Besides, we propose the social tie strength to be the moderator, moderate all the paths in our research model, to understand the difference on users behavior as they considering the tie strength. The research results discover that the influence caused by social exchange intention are different on social network citizenship behavior. And the perceived risks have less power to explain people's behaviors on Facebook. We propose the possible way to study SNSs in the future and provide the management implication for SNSs researchers.

並列關鍵字

Social network citizenship behavior ； Internet Trust ； perceived risks ； self-disclosure ； social exchange ； social tie strength

參考文獻

[1] Atreyi KankanhalliC. Y. Tan and Kwok-Kee WeiBernard. (2005). Contributing Knowledge to Electronic Knowledge Repositories: An Empirical Investigation. MISQ.

[2] BauerRA. (1967). Interactive effects of self-esteem and task difficulty on social conformity. Journal of Personality and Social Psychology.

[3] Blau. (1964). Exchange and power in social life.

[5] ChenZhang and Yulin Fang and Kwok-Kee Wei and HuapingYixiang. (2010). Exploring the role of psychological safety in promoting the intention to continue. International Journal of Information Management.

[6] ChuYu and Tsai-HsinChia-Ping. (2007). Exploring knowledge contribution from an OCB perspective. Information & Management.