應用社會比較理論於社群網站使用者行為之探討

隨著資訊科技的快速演進，人們的聯繫方式也跟著有所不同。在現今社會裡，社群網站已占據人們的生活，不但提供一個聯絡感情與獲得朋友最新資訊的管道，更可作為人們線上社會比較的平台。事實上無論古今中外，社會比較的行為始終存在，只因人們無時無刻都在相互比較。在過去研究中，多數學者以研究現實生活上的社會比較行為居多，而少有在線上環境的探討。因此，本研究以Facebook作為線上社會比較的平台，並以社會比較理論探討人們在線上環境的社會比較行為。本研究採用問卷調查法，以網路問卷的方式針對Facebook的使用者進行發放，實際回收有效問卷132份，研究發現Facebook使用者在進行線上社會比較時，其族群以男性、21-25歲的使用者居多，主要係因在21-25歲多數為仍在就學、摸索人生階段的學生為主，而男性則是因將來會是負擔家庭生活重心的角色，因此其比較層面與程度均較女性為多。

關鍵字

Facebook ；社會比較行為；社群網站；社會比較理論

並列摘要

With the rapid evolution of information technology, the ways people contact have been changed. Nowadays, the social network site has been occupied people's lives. Not only to provide a contact tunnel and get the latest information of the friends, but also as a platform for people to do online social comparison. In fact, social comparison behavior always exists, because people com-pared with each other all the time. In past studies, the scholars had mainly to study the social com-parison behavior on real life, rarely to study on the online environment. Therefore, this paper focuses on Facebook as the online social comparison platform, and using the social comparison theory to explore people's social comparison behavior on the online environment. During the research process, we take a questionnaire survey, and through the Internet questionnaire survey to collect data. The sampling framing is the users of Facebook. Data collected from 132 users on Facebook provide support for the proposed model. The study shows that the users of Facebook during online social comparison are majority male and 21 to 25-year-old people. Because in the 21-25 years of age were mainly students, and they are exploring the life; and men because of the future will be the role of burden on the family life, so they do social comparison a lot more than females.

並列關鍵字

Social Comparison Behavior ； Social Network Sites ； Facebook ； Social Comparison Theory

參考文獻

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應用社會比較理論於社群網站使用者行為之探討

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