以方法目的鏈探討社群網站照片分享意圖

隨著社群網站興起及智慧型裝置的普及，沉迷於使用手機、拍照分享，成為最具代表性最流行的休閒活動，近年來相關的研究如雨後春筍般的出現，並以探討社群網站照片分享之動機為主，鮮少研究針對社群網站使用者照片分享意圖到內心深處之價值。本研究採用「方法目的鏈」(Means-End Chain , MEC)為基礎，以社群網站之照片分享且每週至少達一次分享頻率的使用者為研究對象，並利用軟式階梯法，進行一對一深度訪談，從62位有使用社群網站照片分享的受訪者中進行訪談，進而分析其「屬性-結果-價值」，將其結果繪製成價值階層圖(Hierarchical Value Map, HVM)。研究結果發現：使用社群網站照片分享之屬性以尋求關注、介面美觀、便利性等為多人使用因素，而使用結果為互動性、知名度、回憶等，最終得到的價值為歸屬感、成就成、幸福感及享樂人生。本研究之結果將利於未來對社群網站使用意圖與價值之研究提供參考，同時提供學術界與業界實務上參考與運用。

關鍵字

方法目的鏈；社群網站；照片分享；階梯法

並列摘要

With advances in community websites and the communication devices, use smart phones all day, photo sharing, become the most popular activities, These days, the related study springing up everywhere, and to explored the community website photo sharing. The main motivation. Few research for community site users to share the value of pictures to the deep of the heart. Therefore, this study adopted Means-End Chain (MEC), and utilized Soft Laddering method as a main tool when conducting in-depth one-on-one interviews with 62 users who have experience in using social networking sites and sharing photos at least once a week. The results of the research show: the attributes of using social networking sites to sharing photos, in order to seek attention, the using interface is beautiful and convenient and so on for the using factors. Use of social networking sites photo sharing benefits for the results of interaction, visibility, memories, etc., and social networking sites to share the value of the photo for the sense of belonging, achievement, happiness and enjoyment of life. This study will be useful for future reference to the use of social networking sites intention and value of the study, while providing academic and industry practice reference and use.

並列關鍵字

Means-End Chain ； Social Networking Sites ； Photo Sharing ； Laddering

參考文獻

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以方法目的鏈探討社群網站照片分享意圖

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