社交網站動機之研究

The Study for Online Social Networking Sites Motivations

江維彬(Wei-Bin Jiang)

指導教授 ： 汪志堅

共同指導教授 ： 江義平

國立臺北大學/商學院/資訊管理研究所/碩士(2011年)

摘要

本研究以四次的實證研究，探索使用者使用線上社交網站的動機，藉由進行一個43位Facebook使用者的訪談及535份的紙筆問卷，再以一個193份的線上調查問卷，提出七個使用線上社交網站的動機，這七個動機分別為：關係維持、拓展社交網路、尋求人氣、抒發情緒、獲取資訊、娛樂與消磨時間。本研究提出一個21題問項的量表，來衡量使用者使用線上社交網站的動機。最後，本進行一個242份的線上調查問卷，以驗證使用線上社交網站動機量表與探討社會臨場感、知覺關鍵數量與知覺互補性對於使用動機之影響。結果顯示，社會臨場感的程度對於關係維持、拓展社交網路、尋求人氣、抒發情緒與消磨時間有影響。而知覺關鍵數量對於關係維持、獲取資訊和消磨時間有影響。知覺互補性對於拓展社交網路、抒發情緒、獲取資訊、娛樂與消磨時間有影響。本研究並驗證發現，本研究所發展之線上社交網站之動機量表具有高度的信效度。

關鍵字

社交網站 ； 動機 ； 社會臨場感 ； 關鍵數量 ； 知覺互補性 ； Facebook

並列摘要

The current study explored users’ motives for using social networking site by conducting an interview of 43 Facebook users, a paper-and-pencil questionnaire of 535 subjects, and an online survey of 194 subjects. A 21 item scale developed in this study was provided to measure users’ motives for using social network sites. Furthermore, this study process a online survey of 242 subjects to validate the scale and discuss the social presence, perceived critical mass and perceived complementary whether has effect on motives. The result showed that social presence has significant effect on relationship maintenance, network extension, needing for popularity, venting emotion, and passing time. The perceived critical mass has significant effect on relationship maintenance, obtaining information, and passing time. The perceived complementary has significant effect on network extension, venting emotion, entertainment, and passing time. Finally, seven motives for using social network sites were proposed and validated: relationship maintenance, network extension, needing for popularity, venting emotion, entertainment, obtaining information and passing time.

並列關鍵字

social network sites ； motives ； social presence ； critical mass ； perceived complementary ； Facebook

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