基於社會影響模式探討溝通導向的社會網路在組織中之使用-以Facebook為例

隨著資訊科技的快速演進，溝通科技也產生了很多的變化。在現今的溝通形式上不只有文字形式，使用者也能夠使用業者推出不同形式的服務（如語音、視訊等）來進行人與人之間的互動與聯繫。從過去的電子佈告欄、語音郵件、電子郵件、即時通訊軟體，一直到目前相當熱門的社會網路等，這些溝通科技具備不同程度的溝通功能，也對企業產生不同的影響。隨著新興溝通科技的導入（特別是溝通導向的社會網路）與其媒介特徵的改變，在溝通行為和溝通結果上，可能產生極其不同的效果，這也有待學術界進行相關的研究與探討。本研究係根據Fulk（1990）所提出之科技使用的社會影響模式為出發點，並在文獻探討中整理過去與媒介使用相關的理論，整理出媒介使用的影響面向，包括媒介因素、社會影響因素，最後，並納入Clemons（2009）所探討的電子社會網路情境，建構出本研究之研究架構，以探討溝通導向社會網路使用程度的影響因素。在研究過程中，我們將採取問卷調查法，將問卷發放至Facebook的塗鴉牆及噗浪等社會網路平台，透過紙本問卷與網路問卷一同進行資料蒐集，在研究對象方面，設定為具有使用Facebook經驗的企業員工，且公司不禁止員工在上班時間使用Facebook。最後共回收了194份有效問卷，回收率為93.7%。研究發現員工在使用Facebook上會考量到平台的互動性，也會受到現實及虛擬人際關係之間的影響，另一方面，使用者對於平台豐富度及有用性的評價也會影響到員工的使用。

關鍵字

臉書；社會網路；社會影響模式；組織溝通；科技使用

並列摘要

With the rapid evolution of information technology, communication technology also arise a lot of changes. In the past, there are different tools, including e-mail, voice mail, and instant messaging. Now, electric social networks become very popular. The emergence of new communication technology (especially communication-oriented electronic social networks) and its media features that changes in communication behavior and communication results, may have very different effects, which is also open to discuss for the academia and pragmatic. This study is based on Fulk (1990), who proposed the social influence model of technology use, and we also incorporated Clemons(2009), who explored in the context of electronic social networks, to frame our research framework. The purpose of this study is to use social influence model to explore the usage of new communication technologies in organization. During the research process, we will take a questionnaire survey, and through the paper and Internet questionnaire survey to collect data. The sampling framing is employees in organization, and they have experience in the use of Facebook. On the other hand, these organizations do not prohibit employees to use Facebook during working hours. Our questionnaires will put on the graffiti walls of Facebook, and Plurk, and we hope that will increase the response rate. Data collected from 194 employees in different organizations. The study shows that the uses of social networks are affected by interaction, real realationship and virtual relationship. Futhermore, the richness and usefulness of social networks also affect the use of social networks.

並列關鍵字

Organizational Communication ； Electronic Social Networks ； Social Influence Model ； Technology Use ； Facebook

參考文獻

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基於社會影響模式探討溝通導向的社會網路在組織中之使用-以Facebook為例

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