探討社交網站服務之認知互動與價值對態度之關聯研究─以Facebook為例

近年來社交網路服務的發展，提供了一個新型態的社會互動空間，透過平台互動交流，讓使用者沈浸於新的人際互動關係。因此本研究探討社交平台的認知互動與認知價值對態度之影響研究，研究對象為 Facebook使用者，採問卷方式進行研究。透過描述統計分析、信度分析、因素分析及相關與迴歸等統計方式，協助了解認知互動及認知價值與態度之間的關係。本研究可發現（一）認知互動所區分之因素，分別為溝通性、掌握性及控制性應證學者對互動的定義。（二）從相關與迴歸分析中，各自變項（認知互動、認知價值、滿意度）對忠誠度之解釋量，並發現滿意度在探究中忠誠時顯著性大於認知價值。從中理解要讓使用者對平台產生忠誠度必須先對平台產生滿意。而滿意關聯到認知價值，且認知價值則牽涉到認知互動方面，故四者關係是密不可分的。

關鍵字

社交網站服務；認知互動；認知價值；態度；臉書

並列摘要

In recent years the development of online social networking has provided a new type of social interaction space, allowing users to immerse in new relationships, interacting through online platforms. This research studies the perceived interactivity and perceived value of social networking platforms and their connection to attitude. The subjects of study are Facebook users, and the study is carried out using questionnaire and surveys to help understand the connection between perceived interactivity and value and user attitude through statistics methods such as Descriptive Statistical Analysis, Reliability and Validity Analysis, Exploratory Factor Analysis, Correlation Analysis and Regression Analysis . This research found that (1) perceived interaction can be categorized into three elements: Communication、Command and Control prove the scholars interactive definition; (2) the loyalty is more prominently related to the satisfaction than the perceived value. From these discoveries it can be concluded that in order to induce loyalty, the platform has to generate value to its user first. At the same time, satisfaction is dependent on the perceived value; hence the four elements are closely knitted together.