社交網站使用行為之探討─以Facebook為例

A study of Users’ Behaviors in a Social Network Website: Facebook

林家菱(Jia-Ling Lin)

指導教授 ： 吳明泉

長榮大學/資訊暨工程學院/資訊管理學系(所)/碩士(2013年)

https://doi.org/10.6833/CJCU.2013.00225

摘要

虛擬網站盛行，Facebook已成為台灣及全世界最熱門的社交網站，帶給人際間許多溝通互動及關係建立之便利，但也產生不少問題與挑戰，例如：人際間的疏離、過度使用或成癮、資料安全等，亟需針對使者行為研究解決。然國內仍較少研究對於Facebook各類使用行為進行較詳細與全面的探討。
　　本研究嘗試較廣泛的探討Facebook使用行為，研究架構包含使用動機、使用行為、認知風險與參與意願強化因素等變數、並加入人格特質及人口統計變數來探討分群的差異，問卷設計後共收集220份有效樣本，運用敘述性、單因子變異數等統計分析方法。
　　結果發現：不同性別、年齡、職業、人格特質等族群有顯著差異的使用動機；不同人格特質的使用者也有顯著差異的使用行為；動機與行為大多呈現正向相關；參與意願強化因素與行為皆呈現正向相關。本結果可做為相關研究及社群各利害關係人參考。

關鍵字

社交網站 ； Facebook ； 使用行為 ； 人格特質

並列摘要

Virtual community activities are booming in the 21th century. Of all exiting Social Network Websites, Facebook is the most popular one around Taiwan and the world. It offers great convenience for people in communication, interaction, and relationship building. Unfortunately, the convenience comes along with certain problems and challenges, such as possible worsening inter-relationship, over usage and indulging, security of personal information, etc. It demands research on users’ behaviors in dealing with such issues, which few studies in Taiwan have explored.
This research attempts to study users’ behaviors on Facebook in a more comprehensive way. The research model includes several variables, such as motivation, behaviors, perceived risks, and reinforced engagement factors. Personal characteristics and demographics are served for users’ segmentation analysis. A survey was conducted using a questionnaire designed based upon the model. 220 effective samples were collected and statistical methods such as descriptive, ANOVA and correlation are employed for data analysis.
The analysis has shown that different user groups, such as sex, age, job and personal characteristics, have significant differences in motivation and behavior patterns, while motivation is positively correlated with behaviors. Most reinforced engagement factors are also positively correlated with their respective behaviors. These results can be a valuable reference for the academic and related stakeholders of any virtual community.

並列關鍵字

Social Network Website ； Facebook ； User behaviors ； personal characteristics

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