社群網站 Facebook 早期使用者特性研究

A Study on the Characteristics of Facebook Early Adopters

謝九如(Chiu-Ju Hsieh)

指導教授 ： 李弘暉

元智大學/資訊學院/資訊傳播學系/碩士(2011年)

摘要

網際網路已成為日常生活中經常使用的工具，此工具的型態包羅萬象，從搜尋引擎、內容網站、線上購物、影音服務到社群溝通不一而足。但是，除了產品或服務本身的成功之外，哪些人讓這些服務或產品的傳播速度加快而形成潮流，扮演了這些服務或產品擴散的推手呢？
本研究之主要目的，是希望透過創新傳佈理論了解社群網站 Facebook 早期使用者的特性，藉此提供社群網站發展及網路行銷從業人員參考。除了創新傳佈理論之外，研究內容將探討網際網路的沿革、 Web 2.0 與 Facebook 的發展以及早期使用者的特性。
研究方法採量化研究方式進行，透過問卷調查法蒐集問卷，並鎖定使用 Facebook 一年以上的使用者進行分析。
結果發現， Facebook 早期使用者大部分受過較高的教育，收入也較高，但接受創新的程度與性別及年齡無關；這些人的社經地位較高，對於風險承受力大，有較高的抱負；除此之外，這群人接觸的媒體較為廣泛，與他人互動頻繁。但研究中也發現，財富與創新並不是一定成正相關，也合乎 Rogers (2006) 在創新傳佈理論中的發現。

關鍵字

Facebook ； Web 2.0 ； 創新傳佈理論

並列摘要

The internet has become a common tool in daily life; this tool can come in a variety of forms, including search engine, content website, online shopping, audiovisual services and social network. Yet, aside from the success of products or services themselves, which people play a significant role in the dissemination of these services or products, and thus accelerate the development of new trends?
The main purpose of this study is to learn about the characteristics of early users of Facebook via the diffusion of innovation theory, using its findings to provide reference for social network development and workers in the field of network marketing. In addition to the diffusion of innovation theory, this study also explores the history of the internet, developments of Web 2.0 and Facebook, and characteristics of early users.
This research adopts a quantified approach and uses a questionnaire survey to collect data, analyzing users who have used Facebook for at least one year.
Results show that early users of Facebook were mostly highly educated and had relatively high income, but the capacity to accept innovation is not related to gender and age. In addition, these users had relatively high socioeconomic status, were more able to bear risk, and had higher aspirations. Furthermore, these people came in contact with relatively more forms of media, and interacted more frequently with others. However, this study also found that wealth is not necessarily positively related to innovation, which is consistent with findings of Rogers (2006) in the diffusion of innovation theory.

並列關鍵字

Facebook ； Web 2.0 ； Diffusion of Innovation Theory

參考文獻

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Rogers, E. M. (1995). Diffusion of innovations (4th ed.). New York: Free Press.