以綜合觀點探討社群媒體使用之效應

Effect of Social Media Usage: A Synthesized Perspective

陳美玲(Thanaporn Kaewpoonsub)

指導教授 ： 張瑋倫

淡江大學/商管學院/商管學院經營管理全英語碩士學位學程/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00762

摘要

網際網路與通訊技術的興起。社交媒體平台是利用一種互聯網連接人們的通信技術之一。 關於連通性部分，不可否認的是社交媒體顯示出許多優點，並可協助人們實現進一步的溝通活動。 然而，社交媒體確實對人類行為也有負面的影響。 本研究旨在探索社交媒體行為，並找出影響社交媒體行為的因素。 本研究旨在達成兩個重要目標：（1）對社交媒體使用有影響的重要因素是什麼？ （2）這些確定因素在決策過程中如何影響社交媒體的使用？ 在既有研究的基礎上，對社交媒體行為有三個主要影響因素包括社交認知，隱私問題和文化差異。 因此，本研究提出了概念模型，來調查關於所有因素社交媒體行為的影響。此外，本研究期望透過因素彼此之間的關係，來探索直接和間接的影響。 本研究使用問卷收集泰國與台灣千禧世代的樣本。數據收集後，本研究提供了綜合分析來檢驗概念模型中的所有關係。最後結果顯示，全部的因素對不同的社交媒體行為都有直接影響。 首先，社會認知因素直接影響用戶的動機。 其次，隱私因素對決策過程有影響。 最後，使用社交媒體直接受到文化因素的影響。

關鍵字

社交媒體使用 ； 社交媒體行為 ； 社交認知 ； 隱私問題 ； 文化差異

並列摘要

The rising of internet and communication technology (ICT) has changed the way people communicate with each other. Social media platform is one of the communication technologies that use the advantage of Internet to connect people. In term of connectivity, it is undeniable that social media has shown many benefits and help people to achieve the next level of communication activities. However, it is true that social media also has negative effect on human behavior. This study aims to explore the social media behavior and identify factors that involved in social media behavior. Human behavior was shaped by many environmental factors that involved in individual context. This research aims to achieve two research objectives: (1) what are the important factors that influence social media usage? And (2) how does these identified factors influence social media usage in term of decision making process?
Based on existing research, there are three main influential factors that potentially impact on social media behavior including social cognitive, privacy issue and cultural factor. Thus, this research proposes the conceptual model to investigate the impact of all influential factors on social media behavior. In addition, this research also aims to explore direct and indirect effects through relationships among each other.
In order to examine the model, the questionnaire has been developed to collect the data which is mostly millennials from Thailand and Taiwan. As the results, this research conclude that all influential factors have a direct effect on social media behavior in different perspective. The social cognitive factor directly impacts on user motivation. The privacy factor generates an effect on decision-making process. Finally, the social media usage was directly influenced by cultural factor.

並列關鍵字

Social media usage ； Social media behavior ； Social cognition ； Privacy ； Cultural Difference

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