微網誌中資訊傳播行為之外部因素探討-以Twitter使用者為例

Exploring the External Factors of Information Propagation in Micro-blog- An Empirical Study of Twitter

林俞均(Yu-Chun Lin)

指導教授 ： 曹承礎

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.10706

摘要

微網誌為新興的網路應用服務，結合了部落格的個人發表功能以及社交網路的概念，提供使用者發表具有字數限制的簡短訊息，使用者通常使用微網誌來分享自己日常生活以及尋找、分享資訊。相較於過去的資訊傳播媒介，微網誌具有數項特點：（1）結合人際關係，且可單向追蹤其他使用者訊息，增加傳播的廣度（2）篇幅較短，在資訊爆炸的時代，提供精簡內容、篩選之功能（3）結合行動通訊裝置，對比以往的資訊傳播管道更為即時（4）匯聚已追蹤之其他使用者發表之訊息（5）訊息來自個人篩選之對象。上述特性讓微網誌同時存在社交互動以及資訊傳播功能，而藉由轉推之行為，更能增幅傳播的廣度，達到個人自我推銷或企業行銷之目的。
本研究目的為探討影響微網誌傳播行為發生的外部因素，進而提供個人或企業改善、加強傳播情形之方法。根據過去傳播與說服相關文獻歸納，以及考量微網誌實際使用情形，將重點放在資訊來源與資訊內容兩項外部因素的影響力，並考量微網誌資訊傳播步驟，探討這兩項外部因素是否分別影響傳播前的點閱意願及而後的傳播意願。研究中以社會資本來衡量資訊來源因素，以資訊價值來橫量資訊內容因素。
本研究採用問卷調查法，並採用結構方程模式（SEM）進行分析。研究結果顯示，在微網誌資訊傳播中，資訊來源者的「社會資本」，包括中央性、信任、共享語言等，將會影響資訊接收者「接收資訊、了解內容」的意願；而「資訊內容價值」則是讓資訊接收者「決定是否繼續傳播資訊」的關鍵。並據此結果，進一步向個人或企業提出加強微網誌傳播行為之關鍵要素。

關鍵字

微網誌 ； 社會資本理論 ； 資訊傳播 ； 推特 ； 社交網絡

並列摘要

Micro-blog is a new web application that combines the post function of blog and the concept of social network. Users could share their life and information on micro-blog with word-limited posts. Through social network, these posts would broadcast to people who follow the user. Compare to past media, micro-blog has following characteristics: (1) communicate through social network, and the social ties could be unidirectional or bidirectional, which increases range of communication, (2) word-limited post leads to specific and precise contents, (3) with mobile devices, the communication becomes more instant, (4) aggregate all the posts of following people, (5) posts comes from people who are chose by users. All these characteristics let micro-blog be in favor for information propagation, besides, the information could reach more people by retweet behavior, than people could promote themselves and companies could share marketing information.
This study is aimed to exploring the external factors of information propagation in micro-blog, and come to offer some suggestions of improving propagation situations on micro-blog. Based on past studies and micro-blog usage, this study would focus on two external factors: information source effects and message effects. Considering the steps of propagation, we infer that the critical steps of propagation were affected separately by these two factors. Source affects receiving intentions and message affects pass-along intentions. In the study, we use social capital to measure source effects and content value to measure message effects.
This study use questionnaire survey, collect data from 243 Twitter users, and analysis data by structural equation modeling (SEM). The result reveals that social capital including centrality, shared language, and trust that all affect the receiving intentions; content value would affect the pass-along intentions. According the results, we propose some suggestions to enhance the effectiveness of information propagation on micro-blog.

並列關鍵字

Micro-blog ； Social capital theory ； information propagation ； Twitter ； social metwork

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