行動社群參與者社交動機與自我呈現策略之研究

行動社群讓人們得以隨時進行社交，提供參與者在社交中進行自我呈現策略，建構自己的形象。因應行動社群的發展與參與行動社群之社交動機、自我呈現策略情況，本研究探究行動社群參與者社交動機與自我呈現策略之關聯性，利用網路問卷調查，獲得578份有效問卷。研究結果發現：（1）「建立關係」、「維持關係」、「尋求歸屬感」、「尋求人氣」與「迎合性策略」、「炫耀性策略」、「示弱性策略」、「協助性策略」呈高度正相關；（2）「尋求歸屬感」與「示弱性策略」呈中度正相關；（3）「維持關係」、「尋求歸屬感」與「迎合性策略」呈中度正相關。

關鍵字

行動社群；社交動機；自我呈現策略

並列摘要

Mobile community enhance participants to socialize at any time, provide participants to make self-presentation strategies and build online image. In response to the development of the mobile community and participants' social motivation, self-presentation strategies, we explore the social motivation of mobile community participants and self-presentation strategies. This study used Internet questionnaires to collect data. There are 578 valid questionnaires. The results show that: (1) There is a high significant relationship between ＂build relationship＂, ＂maintain relationship＂, ＂belonging＂, ＂need for popularity＂ and ＂ingratiate strategy＂, ＂self-enhancement strategy＂, ＂supplication strategy＂, ＂assistance strategy＂; (2) There is a moderate significant relationship between ＂belonging＂ and ＂supplication strategy＂;(3) There is a moderate significant relationship between ＂maintain relationship＂, ＂belonging＂ and ＂ingratiate strategy＂.