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題名 內外向人格特質與Facebook使用動機與行為之探討
A study of extroversion and facebook use motives and behaviors
作者 盧一伶
Lu, Yi Ling
貢獻者 張卿卿
Chang, Ching Ching
盧一伶
Lu, Yi Ling
關鍵詞 內外向人格特質
社交維持假說
社交補償假說
Facebook
日期 2010
上傳時間 4-Sep-2013 16:28:00 (UTC+8)
摘要 過往在研究人格特質與網路使用動機的研究中,出現兩派不同的研究結論,「社交維持假說」認為外向特質使用者較會去使用網路,「社交補償假說」則認為內向特質使用者較會去使用網路,基於兩種不同的說法,本研究試圖去了解Facebook這個網路場域是外向或者內向特質使用者較會去使用的空間。
本研究主要探討「內外向人格特質」、「Facebook使用動機」與「Facebook使用行為」之間的關係。以大學生為樣本,透過問卷調查蒐集846份問卷,研究發現Facebook主要為外向特質個人所使用的網路場域,迴歸結果皆顯示外向特質的Facebook使用者不論在Facebook使用動機(社交維持動機、社交補償動機與社交娛樂動機)或Facebook使用行為(主動分享行為、回應式參與行為與遊戲參與行為)其統計結果皆顯著高於內向特質的Facebook使用者。
此外本研究發現,社交維持動機與社交娛樂動機為Facebook主要使用動機,代表使用者使用Facebook的主要原因是與朋友維持關係及尋求娛樂;另外主要的FAcebook使用行為是被動式參與行為,Facebook的塗鴉牆功能是主要吸引使用者使用Facebook的原因。
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描述 碩士
國立政治大學
廣告研究所
97452009
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0097452009
資料類型 thesis
dc.contributor.advisor 張卿卿zh_TW
dc.contributor.advisor Chang, Ching Chingen_US
dc.contributor.author (Authors) 盧一伶zh_TW
dc.contributor.author (Authors) Lu, Yi Lingen_US
dc.creator (作者) 盧一伶zh_TW
dc.creator (作者) Lu, Yi Lingen_US
dc.date (日期) 2010en_US
dc.date.accessioned 4-Sep-2013 16:28:00 (UTC+8)-
dc.date.available 4-Sep-2013 16:28:00 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2013 16:28:00 (UTC+8)-
dc.identifier (Other Identifiers) G0097452009en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60157-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 97452009zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 過往在研究人格特質與網路使用動機的研究中,出現兩派不同的研究結論,「社交維持假說」認為外向特質使用者較會去使用網路,「社交補償假說」則認為內向特質使用者較會去使用網路,基於兩種不同的說法,本研究試圖去了解Facebook這個網路場域是外向或者內向特質使用者較會去使用的空間。
本研究主要探討「內外向人格特質」、「Facebook使用動機」與「Facebook使用行為」之間的關係。以大學生為樣本,透過問卷調查蒐集846份問卷,研究發現Facebook主要為外向特質個人所使用的網路場域,迴歸結果皆顯示外向特質的Facebook使用者不論在Facebook使用動機(社交維持動機、社交補償動機與社交娛樂動機)或Facebook使用行為(主動分享行為、回應式參與行為與遊戲參與行為)其統計結果皆顯著高於內向特質的Facebook使用者。
此外本研究發現,社交維持動機與社交娛樂動機為Facebook主要使用動機,代表使用者使用Facebook的主要原因是與朋友維持關係及尋求娛樂;另外主要的FAcebook使用行為是被動式參與行為,Facebook的塗鴉牆功能是主要吸引使用者使用Facebook的原因。
zh_TW
dc.description.tableofcontents 第一章 研究動機與目的
第一節 研究動機 1
第二節 研究目的 4
第二章 文獻探討
第一節 人格與網路使用動機與行為 5
第二節 Facebook ..10
第三章 研究方法
第一節 研究方法 22
第二節 研究變數之操作定義與問卷設計 22
第三節 前測結果 27
第四節 研究對象與樣本蒐集方式 32
第四章 研究結果與分析
第一節 樣本描述 33
第二節 量表信度檢驗 31
第三節 假設驗證 37
第四節 其他發現 47
第五節 小結 52
第五章 結論
第一節 發現與討論 53
第二節 實務建議 55
第三節 研究限制與未來研究建議 56

參考文獻 58
附件 66
zh_TW
dc.format.extent 5333747 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0097452009en_US
dc.subject (關鍵詞) 內外向人格特質zh_TW
dc.subject (關鍵詞) 社交維持假說zh_TW
dc.subject (關鍵詞) 社交補償假說zh_TW
dc.subject (關鍵詞) Facebooken_US
dc.title (題名) 內外向人格特質與Facebook使用動機與行為之探討zh_TW
dc.title (題名) A study of extroversion and facebook use motives and behaviorsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分
王宏仁。(2010)。〈Facebook風行,企業先封鎖再找商機〉,《iThome電腦雜誌》。上網日期:2010年1月4日,取自http://www.ithome.com.tw/itadm/article.php?c=58906&s=2

王柏鈞(2006)。《部落格的異想世界─使用者人格特質與使用動機行為之關連性初探》。淡江大學大眾傳播學系傳播碩士班碩士論文。

何旭如(2007.11)。〈佐克伯總裁的拖鞋、T-shirt與牛仔褲〉,《數位時代》,58-61。

何宛芳(2007.11)。〈千億商機,從親朋好友開始〉,《數位時代》,48-54。

林宗鴻譯(2006)。《人格心理學》。台北:紅葉。(原書 Burger, J.M.[2004]. Personality .Wadsworth.)

林培淵(2007)。《線上遊戲之玩家行為初探研究─以〈魔獸世界〉為例》。國立
中正大學電訊傳播研究所碩士論文。

林素真、林麗娟、方世杰、陳建智(2009)。《以人格特質觀點探討部落格互動行為與滿足》。《資訊科學應用期刊》,5(1),41-62。

康耕輔(2009)。《『覺得寂寞時,就上部落格吧』探討寂寞特質、上部落格留言與社交補償效果》。台灣資訊社會研究學會年會暨論文研討會論文。

陳佳靖。(2004)。《網路中的人際關係、互動經驗與自我認同》。交通大學傳播所碩士論文。

陳曉莉。(2010)。〈Facebook會員數突破5億〉,《iThome電腦雜誌》。
上網日期:2010年7月22日,取自
http://www.ithome.com.tw/itadm/article.php?c=62381
葉修毓。(2007)。《即時通訊使用行為影響因素之初探研究》。中正大學電訊傳播所碩士論文。

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