社群媒體使用行為之構形探究

Analyzing the Web Users' Usage among Various Online Social Media

江義平(I-Ping Chiang) ； 江孟璇(Meng-Hsuan Chiang) ； 楊婉伶(Wan-Ling Yang)

《Electronic Commerce Studies》 17卷4期 (2019/12) Pp. 247-275

摘要

隨著社群網路的蓬勃發展，衍生出各種類型的社群媒體，而這些社群媒體也為人們提供多元化服務，使用者可以透過社群媒體進行溝通、改善社交關係、得到娛樂等，然而，近年來也發現由於社群媒體對資訊的過濾，造成同溫層效應的出現。雖然目前對社群媒體的討論日益增加，但過去針對多種社群媒體使用者之研究甚少，因此，本研究將透過探討多種社群媒體平台使用者的使用動機、使用行為，以及使用社群媒體後所產生的價值與同溫層效應之關聯性探究。本研究以曾經使用各類型的社群媒體之使用者作為觀察對象，採用創市際市場顧問研究之Cyberpanel進行問卷的發放與收集，來針對各個社群媒體平台使用者之樣本資料進行分析。利用變異數分析法（analysis of variance, ANOVA）來探討Facebook、YouTube、Instagram、PTT批踢踢實業坊、微博等五個社群媒體平台使用者的使用情形之差異。並於研究結果發現Facebook的使用動機中的社交連結較為強烈；YouTube與PTT批踢踢實業坊兩者使用者的感知很類似；而Instagram與微博在大多數使用動機、使用行為、價值與效應中都有有相較於其他平台較為突出的表現。最後，根據研究結果提出結論與建議，以做為後續相關研究、社群行銷決策之參考。

關鍵字

社群媒體 ； 社群媒體行為 ； 同溫層效應 ； 社群行銷

並列摘要

With the rapid development of social networking, numerous social media platforms have been established. Social media has provided diversified services that enable users to communicate, improve social relationships, and seek entertainment. However, in recent years, the filtering of information on social media platforms has engendered ＂echo chamber＂ effects. Although academic discussions on social media have grown, few studies have investigated users of multiple social media platforms. Therefore, the objective of the current study was to explore the effects of motivation, user behavior, and social media value and effect among and five social media platforms: Facebook, YouTube, Instagram, PTT, and Weibo. We conducted a web survey on customers from Insightxplorer's CyberPanel who had used social media. Data collected from users of multiple social media platforms were analyzed. Analysis of variance was also used to explore the differences in motivation, user behavior, and social media value and effect among the five social media platforms. The results of the study found that the social connection in the motivation of Facebook is strong; the perceptions of the users of YouTube and PTT are very similar; Instagram and Weibo all have obvious performance in the use motivation, behavior, value and effect. On the basis of the study findings, we provide conclusions and suggestions for practice and further research in this paper.

並列關鍵字

social media ； social media behavior ； echo chamber effect ； social media marketing

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