Title

調節焦點理論對於虛擬社群中關係發展影響之研究─以聊天室為例

Translated Titles

The Effect of Regulatory Focus on Interpersonal Relationship Development in Virtual Community- chatroom as example

Authors

徐敏珊

Key Words

虛擬社群 ; 調節焦點理論 ; 人際關係發展 ; 知覺風險 ; 自我揭露 ; self-disclosure ; virtual community ; regulatory focus theory ; interpersonal relationship development ; perceived risk

PublicationName

元智大學經營管理碩士班(企業管理與服務科學學程)學位論文

Volume or Term/Year and Month of Publication

2011年

Academic Degree Category

碩士

Advisor

沈永正

Content Language

繁體中文

Chinese Abstract

網際網路的發達,提供人們拓展人際關係的機會,讓人們能聚集在網路世界中,形成虛擬社群。透過這個讓人自由交往的生動環境,成員們可在社群內持續互動,進而快速地建立友誼。然而,網路交友之負面新聞頻傳,許多人對於線上交友抱持著不確定的態度,影響了其於虛擬社群中之行為,以及與其他成員關係發展的程度。本研究利用調節焦點理論,試著了解促進焦點與預防焦點,兩種不同的動機型態,如何影響人們在虛擬社群中的認知與行為表現,以及其人際關係發展之狀況。 本研究採用問卷調查方式進行實證資料之蒐集,並使用結構方程模型探討促進焦點、預防焦點與人們在虛擬社群中的知覺風險、自我揭露和關係發展的關係。結果顯示,促進焦點或預防焦點傾向越高,皆會提高人們對風險的知覺;知覺風險則負向影響了人們的自我揭露;當自我揭露程度越低,成員間之關係發展,包括了相互依賴、廣度、深度、可預測性、承諾及網絡融合之程度,便隨之降低。

English Abstract

The internet has opened a new social space, providing people more opportunities to develop interpersonal relationship. Through this vibrant environment in which individual can freely contact with other people, participants can gather in, form a virtual community, continuously interact and quickly establish friendships. However, the negative news about making friends in cyberspace has been reported frequently in recent years. Thus, many people hold uncertain attitude toward online dating, and that will influence their behavior in virtual community and their relationship development with other members. In this study, regulatory focus theory (RFT) was used to predict how promotion focus and prevention focus effect people’s cognitive and behavior, especially the development of interpersonal relationship, in virtual community. We used questionnaires to collect our data, and then adopted structural equation modeling analysis to know the casual relationship among promotion, prevention, perceived risk, self-disclosure and relationship development. The consequence showed that (1) both high promotion focus and high prevention focus increase people’s risk perception in virtual community; (2) perceived risk negatively effects self-disclosure; and (3) low self-disclosure reduces the degree of relationship development, including interdependence, breadth, depth, predictable, commitment and network convergence.

Topic Category 管理學院 > 經營管理碩士班(企業管理與服務科學學程)
社會科學 > 管理學
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