虛擬社群使用者的個人背景、網路使用動機、網路信任與網路成癮關聯性之研究

本研究旨在了解虛擬社群使用者之網路使用動機、網路信任與網路成癮之關聯性。本研究採問卷調查法，根據文獻探討與相關實證之研究結果設計問卷，以虛擬社群批踢踢實業坊（PTT）為研究對象 N=152進行問卷調查，回收問卷以描述性統計、t檢定、單因子變異數分析、相關係數分析、多元迴歸進行統計分析與討論。本研究結果發現：一、虛擬社群PTT成員以工具性動機為最主要的網路使用動機。二、不同年齡在網路使用動機上有顯著差異。三、不同性別在網路信任上有顯著差異，男性的網路信任程度較女性高。四、網路使用動機中的社交性和娛樂性可正向且顯著地影響網路成癮。五、網路使用動機中的工具性可負向且顯著地影響網路成癮。六、虛擬社群PTT成員在網路使用動機與網路成癮之關係確實會受到網路信任的影響。

關鍵字

虛擬社群；網路使用動機；網路信任；網路成癮

並列摘要

This study aims to examine the relationships between people's motives of internet use, and addiction of internet use. In addition, trust on internet is added as moderator to further investigate its influence to virtual community users. We conduct a survey research based on reviewed literature and results of related experimental studies, which targets users of a virtual community in Taiwan, PTT, as research subjects(N=152). We use descriptive statistics, t test, one way ANOVA, correlations and regression analysis to analyze the collected data which from the survey questionnaire. Our findings are: 1. The primary motivation of virtual community PTT users is instrumental motivation. 2. The motives have significant influence among different ages. 3. The trust has significant influence among different gender. 4. The motives for social information and entertainment have positively and significantly predicted the addiction of internet use. 5. The motive for instrumentality has negatively and significantly predicted the addiction of internet use. 6. Virtual community PTT members trust on internet actually influences the relationship between their motives of internet use and addiction of internet use.