臉書炫耀行為之研究

A Study on the Behavior of Show off on Facebook

劉桂美(Kuei-Mei Liu)

指導教授 ： 皮世明

中原大學/商學院/資訊管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300295

摘要

拜網路科技所賜，現今人與人間的相處模式已被科技與網路深深影響著。在網路上臉書的魅力無法擋，我們在臉書上常見的發文以餐廳吃飯、情侶閃光照、開箱文、心情抒發、照騙(片)、旅行機場打卡等等。本研究為加入社會比較傾向，研究目的為探討在臉書上的炫耀行為，並解釋臉書使用者炫耀行為與人格特質之關連性。而根據本研究目的，本研究的具體研究問題為：1.在臉書中，有哪些常見的炫耀文。2.有哪些使用者較會發炫耀文。3.人格特質、社會比較傾向及線上社交性對於網路炫耀行為的影響。本研究的研究方法為發問卷及觀察方式，共發兩次問卷。第一次先發前測問卷作為日後正式問卷的問項方向，第二次問卷根據前測問卷所得到的方向加以設計讓填答者填答。根據本研究分析結果中得知，女性比男性易發炫耀文而女性獲得讚數比男性平均高4.6個。五大人格中本研究結果發現是嚴謹性、神經性在臉書發炫耀文的可能性高，這是一個有趣的發現。而社會比較傾向無論是否加入干擾變數性別，對於臉書炫耀行為顯著性存在為不相關，線上社交性活躍度愈高在臉書發炫耀文的可能性較低。加入干擾變數性別，調節五大人格(外向性、神經性、嚴謹性、親和性、開放性)中，本研究發現親和性和開放性與臉書炫耀行為顯著性存在為相關，開放性特質低的男性在臉書上較容易在臉書上出現炫耀行為，而親和性低的女性在臉書上較容易在臉書上出現炫耀行為。

關鍵字

線上社交性 ； 人格特質 ； 炫耀行為 ； 社會比較理論

並列摘要

The pattern of interpersonal interaction has been deeply impacted by technology and internet because of internet technology. Social network such as Facebook is prevalent. The most common updates range from posts related with eating in a restaurant, photos of couples, open-box reviews to status reports, prank pictures and checking in an airport. We leverage social comparison tendency to examine the act of showing off on Facebook and to decode the correlations between show-offs of the users of Facebook and personalities. Based on our research purpose, our research questions are (1) common showing-off updates on Facebook, (2) types of users are likely to post showing-off updates, and (3) the impact of personalities, social comparison tendency and online social activities on the act of showing-off. The research methods are questionnaires and observation. Questionnaires for participants will be distributed twice. The first one is used to determine question items for the formal one. The second questionnaire is modified based on the results of the first one to let participants answer. From our study analysis, females tend to post showing-off updates than males by 4.6 Likes more than males on average. In terms of the big five model, people who show higher in conscientiousness and neuroticism are more likely to post show-offs that is an interesting finding. From the perspective of social comparison tendency, no matter intervention variable (gender) is considered, the significance of the act of show-offs on Facebooks indicates irrelatively. Moreover, it is less likely to show off on Facebook while online social activity is more frequent. When considering intervention variable (gender) into the big five model (Extraversion, Neuroticism, Conscientiousness, Agreeableness, and Openness to experience), the study result shows that Agreeableness and Openness to experience are significantly correlated with the act of showing-off on Facebook. Males show low Openness to experience trait are more like to show off while females with low Agreeableness tend to have more acts of showing off on Facebook.

並列關鍵字

the act of showing-off ； social comparison theory ； personality (traits) ； online social activity

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