社會網絡、名譽管理程度與社會評價之研究

The study of social network, reputation management and social evaluation

林雅琪(Ya-Chi Lin)

指導教授 ： 曾淑芬

元智大學/資訊學院/資訊社會學碩士學位學程/碩士(2012年)

摘要

社群網站的普及與其能供性使得名譽管理、線上形象等為近年被重視的議題，Pew Internet(2010)調查報告中新發現，與過去不同的是近年來美國的年輕人反而比年齡較長者較會去注重自己在線上資料的隱私權並會積極做線上管理，然而在這一份研究報告中對於名譽管理能夠有哪些實質的益處會有哪些的影響並沒有做進一步實際的驗證。Lampe et al. (2008) 對於大學生進行質性研究發現，大學生近年來愈重視其在臉書上所呈現的照片與訊息，也較重視在臉書上的資料隱私管理，而Walter et al. (2008)則使用實驗對照組的研究方法，讓受訪者觀看兩種呈現相反訊息、形象的臉書檔案，結果顯示受訪者認為臉書上有正面訊息者有較高的社會評價。然而，這些對於名譽管理的相關研究雖認為愈積極的做管理將會為自己帶來更好的社會評價，但這些研究卻鮮少對臉書個人檔案的所有者進行量化研究，因此，本研究在一個封閉的網絡中針對大學一年級的一個有60人的班級進行整體網絡(whole-network)的研究，探討臉書個人檔案的所有者真正的隱私控管、個人訊息管理等名譽管理程度，並藉由整體網絡的蒐集讓全班同學勾選想要和哪些同學當朋友、想要和哪些同學在課業上合作等社會評價，進而探討名譽管理的實質成效。

本研究結果發現，影響社會評價的主要因素大致相同。在本研究中，最主要想要探討的名譽管理程度有何實質影響、是否會正向影響其社會評價？有趣的是，研究結果發現在臉書上愈做個人訊息；愈常移除自己或他人在臉書上的訊息反而會降低在班上的社會吸引力、任務吸引力。在社會網絡部份發現，在臉書網絡要有愈多有興趣同質性的好友在班上才會有較高的社會吸引力、任務吸引力，而臉書網絡上愈居中心性在班上會有較高的社會吸引力、任務吸引力等社會評價。然而，與社會吸引力不同的是，現實生活的諮詢網絡程度中心性會正向影響其在班上的任務吸引力。在名譽管理部份本研究的結與過去文獻探討並不相同，未來在此方面的後續研究建議在研究對象能選擇在完全陌生、網絡成員互不熟識的網絡進行研究。

關鍵字

社會網絡 ； 名譽管理 ； 社會吸引力 ； 任務吸引力

並列摘要

The popularity of social networking site and its variety affordances, makes the issues of reputation management and online impressions become more important in recent years. The study of Pew Internet (2010) found that reputation management has now become a defining feature of online life for many internet users, especially for the young. However, Pew Internet research did not empirically measure substantial benefits of reputation management. Existing studies suggested reputation management will positively lead to better social evaluation, however, most studies were limited on capturing reputation management behaviors from the Facebook profile users. In this study, a closed network of 60 freshmen in a class from a university is selected to measure their behaviors of privacy control and personal message management on the Facebook. Furthermore, this study aims at examining the impacts of reputation management on task and social attractiveness by a whole-network analysis.

The study found that both task and social attractiveness are affected by personal message management. Interestingly, those who were more often to delete their own messages from the Facebook were less attractive of his/her classmates. For the network effects, those who had higher degree of centrality on the Facebook enjoyed high task and social attractiveness by the class. Those who had homogenous interests friends on the Facebook were also received higher degree of task and social attractiveness. Furthermore, the findings suggested that those who had higher degree of centrality on the off-line advice network also revealed higher degree of task attractiveness by his/her classmates. The effects of reputation management in this study were inconsistent with previous research, a more cautious selection of network respondents in a unacquaintance network is suggested for further study.

並列關鍵字

social network ； reputation management ； social attractiveness ； task attractiveness

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