- 學位論文
以社會網路分析探討悠遊卡消費之行為模式
Exploring EasyCard consumer behavior patterns based on social network analysis
摘要
社會網路分析最早由學者J.A.Barnes首先使用了社會性網路這個名詞，開始使用這個術語，系統化的呈現關係模式，統整了大眾與社會科學家的傳統概念。而現今科技發達以及網路便利的關係下，在社交網站變成社群主流，如Facebook等各大社群網站，社群網路相關的研究又變得非常多。所以本研究想透過社會網路分析使用悠遊卡小額付費的社會大眾間的連結關係，透過社會網路分析出社會網路關係圖為何。因此本研究採用科技接受模型為本研究的理論基礎，依據相關文獻，修改並且增加相關影響的外部變數，提出本研究的架構與假設。並且採用問卷設計法設計問卷發放，回收有效問卷。資料分析的方面則是採用了SPSS 18.0軟體進行基本的敘述統計分析、信效度分析、迴歸路徑分析，再利用UCINET 6軟體進行社會網路分析，透過中心性質分析、奇異值分析、對應分析，進而瞭解社會網路之間有哪些共通的行為模式點或相異的行為模式。
並列摘要
Social network analysis was first proposed by scholars JABarnes first used the term social network, start using this term, systematic presentation of relational schema, integration of the public and the traditional concept of social scientists. And today's technologically advanced and convenient network relationships, the social networking site into a community in the mainstream, such as Facebook and other major social networking sites, social network-related research has become very much. Therefore, this study would like to use through a social network analysis of micropayment Easycard links between the community, through a social network analysis of the social network diagram why. Therefore, this study uses the Technology Acceptance Model as the theoretical foundation, based on relevant literature, modify and increase the external variables associated impacts, proposed in this study architecture and assumptions. And the use of questionnaires designed questionnaire design method, valid questionnaires. Aspects of data analysis is performed using SPSS 18.0 software basic descriptive statistics analysis, reliability and validity analysis, regression path analysis, re-use UCINET 6 software for social network analysis, through the center of the nature of analysis, singular value analysis, correspondence analysis, then to understand what social networks between points in common behavior patterns or different patterns of behavior.