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Title: 不同型態社交網站使用對個體之影響
The influence of different types social networking sites usage
Authors: 賴正育
Contributors: 楊亨利
Keywords: 社交網站
Date: 2010
Issue Date: 2011-09-29 16:49:06 (UTC+8)
Abstract: 社交網站一直都是網際網路相關應用與發展中相當蓬勃的一部分。過去傳統的社交網站主要是提供使用者人際互動的服務平台,然而隨著網路技術的進步,社交網站的型態以及所提供的功能也逐漸出現轉變。例如:近來在台灣引起風潮的微網誌Plurk,以及因為其中遊戲開心農場而引起風潮的Facebook都展現了一些過去社交網站所沒有的特質。不論是微網誌簡單、即時的特點,又或Facebook所展現的遊戲性,其所呈現出來的現象、效應,以及對於使用者的影響,實非過去社交網站相關研究所能良好詮釋,並且不論在學界或業界也都越來越受到關注。
本研究使用偏最小平方法(Partial Least Squares)針對實證所回收的樣本進行分析。模式一的部分,研究結果顯示人氣、社交與追求流行會顯著影響個體在微網誌中自我揭露的行為;社交和娛樂需求則會正向影響個體即時資訊分享的行為。而自我揭露行為與即時資訊分享會正向影響個體知覺社會支持,並且個體使用微網誌所知覺到的社會支持也會正向影響其社會自我效能。至於在模式二的部分,研究結果顯示人氣、社交、娛樂以及追求流行四種需求會正向影響個體在Facebook中從事網路社交的行為;而沉浸與成就需求則會正向影響個體使用Facebook中內嵌社交遊戲。此外,網路社交行為與社交遊戲使用都會正向影響個體知覺社會連繫以及對於社交網站的依賴,並且社會連繫的高低也與其社會自我效能有正向的關聯性。
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