在社群網站環境中社會臨場感對持續使用意圖探討

Continuance intention to use social networking sites: A Study of social presence

劉得鋆(De Yun Liu)

指導教授 ： 陳恩航

國立臺北商業大學/管理學群/資訊與決策科學研究所/碩士(2016年)

摘要

因為科技發達，社群網站不止可以分享心情，也成為職場上溝通的工具。社群網站已成為人們生活中必備的工具。目前社群網站類型眾多，是甚麼原因讓人對其主要使用的社群網站，會有持續使用意圖；人的因素還是網站環境因素?這對於社群網站服務供應商是想深入了解的課題。

過去有部分研究針對參考群體(包含直接團體、間接團體、嚮往型團體)對於社群網站使用的影響，也有社會臨場感(包含共存感、情緒表達、達意、凝聚力構面)針對社群網站使用的影響，但同時針對這兩者深度的研究較少。本研究希望結合這兩大主因，除了探討因果關係、中介效果，更收集一些主要使用及次要使用的社群網站數據，來進行干擾效果的分析。

本研究針對至少有使用一種或以上社群網站的民眾進行問卷調查。總計為發出302份問卷，有效問卷為281份問卷，問卷有效率為93.04%，利用SPSS進行信效度、相關性、迴歸、複迴歸、SOBEL檢定、非標準化係數檢驗，來探討基本路徑關係、重要因子分析、中介效果、干擾效果。

研究結果發現：(1)持續使用意圖受到社會臨場感有顯著影響，且社交需求滿足感具有部份中介效果，與過去文獻結果相同(2)參考群體在社會臨場感與持續使用意圖之間不具有中介效果(3)社會臨場感中情緒表達對持續使用意圖影響較高(4)參考群體中直接團體對持續使用意圖影響較高(5)使用時間的長短，參考群體對於持續使用意圖的影響有干擾效果(6)主次要使用的社群網站中，使用比例的差異，對於社會臨場感到持續使用意圖有干擾效果。

實務意涵上對網站服務供應商，如何讓客戶在親朋好友間達到社交滿足感，並持續在他們之間建立連結，將會是最重要的議題。如何強化使用者對於隱私權的控制性，讓他們可以區隔出想要被發現的團體，才可以讓使用者對目前的社群網站有持續使用意圖。如果公司需透過社群網站做行銷，則可盡量鎖定在使用者的親朋好友間，做出相關優惠，例如攜伴或攜眷打卡，即有優惠價格，才可以造成連鎖效應，帶來商機。

關鍵字

社會臨場感 ； 參考群體 ； 社群網站 ； 持續使用意圖

並列摘要

Social sites already become tools in people’s life, not only share with mood, but also are the communication tools on workplace while technology is more and more flourishing. What the reason caused the human who intend to use the same social site continually in many type of social sites currently? Is human or environment of site? The issue is that the social network service provider wants to understand it deeply.

In the past, numerous studies stress on the behavior of social site, which focus on the reference group (include in direct groups, indirect groups, aspirational groups) and the social presence (include in co-presence, emotional expression, mutual understanding, group cohesion). Few of them study at the same time. The purpose of this research, we want to use these two factors simultaneously. Moreover, we test the cause and effect, the mediation effects and the moderator effects on the data which collected from a major usage and secondary usage in social sites.

In this study, we focused on who used at least one type of social site, and collected 302 responses. After the screening, 281 responses are complete and valid; the rate of valid is 93.04%. Moreover, the analysis used the statistical software SPSS to study factor analysis, mediation effects and moderator effects through the methods of correlation analysis, regression analysis, multiple regression analysis, Sobel test and unstandardized coefficients verification.

The result of this study, (1) The relationship between the continuance intentions and the social presence are significant. The gratification of social connection need has the effect of partial mediation. (2) The reference group on the relationship between the continuance intentions and the social presence hasn’t the effect of mediation. (3) For the facet of social presence, the emotional expression and the group cohesion are more influence on the continuance intentions. (4) For the facet of reference group, the direct group is more influence on the continuance intentions. (5) The time of usage has moderator effects on the relationship between the continuance intentions and the reference group. (6) It has moderator effects on the relationship between the continuance intentions and the social presence that the proportion of major usage to secondary usage in social sites.

Practical implications were discussed for social network service provider in this study. First, our findings suggest that make a connection between user and user’s relatives, to meet user’s gratification of social connection needs in user’s relatives. Second, how to expand controllability of user’s privacy, before make users have continuance intentions in major usage social site, to make user easy to distinguishes between favorite groups and dislike groups. Next, if the company needs to promote themselves by social sites, in this study suggest that company can focus on user’s relatives, give a favorable price, such as Facebook check-in with friends, the company is able to have opportunity while trigger snowball syndrome.

並列關鍵字

Social presence ； Reference group ； Social network service ； Continuance intentions

參考文獻

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