| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (Authors) | 鍾珮瑩 | zh_TW |
| dc.creator (作者) | 鍾珮瑩 | zh_TW |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-Sep-2011 16:31:39 (UTC+8) | - |
| dc.date.available | 29-Sep-2011 16:31:39 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Sep-2011 16:31:39 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098355013 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50738 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 98355013 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 本研究探討社會網絡網站的使用族群間之價值差異，特別著重於比較不同人格特質的使用者對於社會網絡網站的利益與價值追求上的差異。因此本研究以「方法目的鏈理論」為基礎，透過小樣本之質化方法-「階梯訪談法」，深入訪談社會網絡網站的使用者，了解其對於社會網絡網站認知的「價值階層圖」（HVM）。並進一步依照「階梯訪談法」之質化研究的結論基礎，採用「方法目的鏈理論」中之Associate pattern technique(簡稱APT法)，發放大量結構式問卷，試圖找出不同族群之社會網絡網站使用者重視之使用價值差異。本研究利用Five-Factor Model(FFM)量表之五大人格特質構面分數及使用者之使用型態，成功將社會網絡網站使用者區分成四大族群，分別為「勤勉積極新鮮人」、「網路依賴族」、「職場打拼族」、「網路社交消極族」。並透過APT法繪出其「價值階層圖」（HVM），發現各族群共同重視的使用價值為獲得樂趣與享受與自我實現、建立與他人溫暖關係這三個主要價值。研究亦發現，透過傳統階梯法與大量結構式問卷之APT法，找出之使用者價值大致相同，但在如何取得價值的路徑上略有不同。而四族群重視的屬性、利益、價值及使用型態也略有不同，如網路依賴族使用時間最長，為重度使用者，且是四群中唯一重視安全價值之族群。勤勉積極新鮮人、職場打拼族、網路社交消極族使用頻率與停留時間較短，主要重視價值為與他人溫暖關係、樂趣、自我實現。 本研究為社會網絡網站業者提出的功能改善的建議為：一、針對不同族群使用者量身訂做功能屬性，二、找出不同社會網絡網站之主要使用族群，三、依照社會網絡網站使用者共同重視之使用價值設計其功能。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論第一節 研究背景與動機第二節-研究目的第三節-研究範圍與對象第四節-研究流程第二章 文獻探討站第二節 人格特質理論第三節 價值第四節 人格特質與個人價值第五節 方法目的鏈(Means-End-Chain)第三章、質化研究第一節、學生族群之樣本資料第二節、學生族群之HVM圖料第四節、上班族之HVM圖第五節、大學生和上班族異同分析第四章 量化研究設計第一節、研究架構第二節、各變數定義及衡量第五章、量化研究結果第一節、樣本基本資料分析第二節、人格特質各構面衡量變數之適用性第三節、集群分析與命名第四節、各集群重視之屬性、結果、價值及HVM圖第五節、各集群之HVM圖比較第六節、傳統MEC法與APT法之比較第六章 結論與建議第一節、研究結論第二節、管理意涵第三節、研究貢獻第四節、研究限制與未來研究方向參考文獻附錄一、問卷.附錄二、蘊涵矩陣附錄三、各集群HVM圖附錄四、人口統計與使用型態附表 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098355013 | en_US |
| dc.subject (關鍵詞) | 社會網絡網站 | zh_TW |
| dc.subject (關鍵詞) | 方法目的鏈 | zh_TW |
| dc.subject (關鍵詞) | APT法 | zh_TW |
| dc.subject (關鍵詞) | 人格特質 | zh_TW |
| dc.subject (關鍵詞) | 價值階層圖 | zh_TW |
| dc.title (題名) | 社會網絡網站使用族群之價值階層圖比較 | zh_TW |
| dc.title (題名) | HVM comparison of groups of social network site users | en_US |
| dc.type (資料類型) | thesis | en |
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