探討社群網站照片分享意願

Photo Sharing Intention on Social Networking Sites

邱柏寧(Po-Ning Chiu)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700168

摘要

隨著網路和科技的進步，使得人們可以隨時利用電腦或手機在社群網站上與他人作分享和互動，如:資訊分享、照片或視頻分享及留言等，也隨著智慧型手機拍照功能和照片分享apps提升的情況下，在社群網站上照片分享的活動越來越盛行。然而，在先前照片分享領域研究中大多只研究照片分享的前因和動機，而未研究到照片分享後的後果；因此，本研究主要探討人們在社群網站照片分享的前因(自我呈現、關注追求、孤獨、社會互動)和後果(回憶、認同)。本研究透過網路問卷，總共回收524份有效問卷樣本，並以結構方程模式(Structural Equation Modeling, SEM)來分析和驗證相關假設。
本研究結果顯示自我呈現、關注追求、和社會互動對照片分享都有顯著的正向影響，然而孤獨對於照片分享並沒有顯著的影響；另一方面，照片分享對於回憶和認同都有顯著的正向影響，這也可以顯示出照片分享在生活中是非常重要且不可或缺的。
本研究結論有助於網路社群網站管理者，如何利用照片分享來做行銷策略與管理之參考。

關鍵字

照片分享 ； 社群網站 ； 回憶 ； 認同 ； 結構方程模式

並列摘要

Owing to the advance of the Internet and related technology, smartphone and computer users can interact with each other over social networking sites through sharing information, opinions, photos, and videos. Owing to the availability of advanced smartphone cameras and the popularity of photo sharing applications, sharing photos on social networking sites has also become increasingly prevalent. Most of the previous studies emphasized the antecedents of photo sharing rather than its consequences. Therefore, the main objective of this study is to investigate the antecedents (self-presentation, attention seeking, loneliness, and social interaction) as well as the consequences (memorability and identity) of photo sharing on social networking sites. In this study, a total of 524 valid questionnaires were retrieved via an online survey. This study uses Structural Equation Modeling (SEM) to analyze and examine the hypotheses within the research framework.
The analysis results indicate that self-presentation, attention seeking, and social interaction had significant and positive influence on photo sharing. However, loneliness had no significant and positive influence on photo sharing. On the other hand, photo sharing had significant and positive influence on memorability and identity. This finding also demonstrates that photo sharing is ubiquitous and irreplaceable in our lives.
The conclusion provides practical ideas to social network managers to help understand their users and frame appropriate marketing strategies.

並列關鍵字

Photo sharing ； Social networking sites ； Memorability ； Identity ； SEM

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