臺灣博碩士論文加值系統

近10年社交媒體發展快速，成為人與人之間訊息交流最熱絡的平台之一，提供了有別於傳統的另一種溝通方式，社交媒體將不同種族、語言、文化背景的人們聚集起來，也可讓有共同利益或願景的人們凝聚起來成立社群，充分展現了社會關係建立的潛力。隨著行動裝置日益普及，人們隨時隨地都能掌握最新的訊息、關注朋友的動態，或是使用社交媒體的應用程式服務。社交媒體的發展成熟，在許多國家出現用戶成長趨緩的現象，但在其他地區，如南美、亞洲或中東等地區呈現用戶成長趨勢，顯示仍舊有許多用戶持續使用社交媒體。
過去較多文獻注重於社交媒體使用動機與滿意度的研究，著重個體行為探討，缺乏以社會環境整體觀點探討環境對於個體認知與行為的影響。本研究結合認知吸收理論、社會互動理論、社會網絡理論、社會連結理論，分析社交媒體用戶持續使用之意願。本研究結果發現：(一)個人認知對於持續使用有正向影響；(二)環境中的社會互動、社會連結與社會網絡因素，對於個人認知與持續使用行為有正向影響。此研究結果對學術上具有貢獻外，並能提供社交媒體管理者對於使用者持續使用的影響因素有所瞭解，以作為社交媒體維持長期發展之參考。

Social Media has developed fast over the past decade and become the most popular platform of message exchange among people, also provides another communication method that different from the traditional way.Social Media put people together who has different ethnic, linguistic, cultural backgrounds, also can make people who has common interests and perspective together and found a community. This shows potential of building social relations.
With the popularization of mobile devices, people can grasp latest news, follow the dynamics of friends, and use application services on the Social Media.Because of Social Media has fully-fledged, so it is facing user slower growth now in some countries, but in other regions, for instance, South America , Asia, and the Middle East show user growth trend. This demonstrates that, there are still many users using social media continuously.
The previous literature most focus on using motivation and satisfaction of the Social Media, and emphasize on individual behavior, lack of using the overall view of social environment to explore the environment for the individual cognition and behavior effects .This research is based on Cognitive absorption theory, Social interaction theory, Social network theory, Social ties theory to analyzing the continuance intention of social media users.
The results shows : 1. Individual cognition has a positive effect on the continuous use . 2. Social interaction, Social ties, Social network of the environment have a positive effect on continuous use behavior. The results of this study has contributed to the academic and also provides social media manager a method to understand the influencing factors of user continuous using behavior, and as a reference to maintain long-term development of social media.
Keywords: Social media, Continuance intention, Cognitive absorption, Social interact -ion, Social ties, Social network

目錄
中文摘要i
英文摘要ii
誌謝iv
目錄v
圖表目錄vii
壹、緒論1
一、研究背景1
二、研究動機4
三、研究目的5
四、研究流程架構8
貳、文獻探討9
一、持續使用(Continuance intention)9
二、認知吸收(Cognitive Absorption)11
三、社會互動(Social Interaction)14
四、社會連結(Social Ties)16
五、社會網絡(Social Network)18
參、研究模式與假說22
一、認知吸收與持續使用22
二、社會互動與社會連結23
三、社會連結與社會網絡25
四、社會互動與社會網絡26
五、社會互動與認知吸收27
六、社會連結與認知吸收29
七、社會網絡與持續使用31
肆、研究方法34
一、變數操作型定義與問卷發展34
二、問卷抽樣程序37
伍、資料分析38
一、樣本型態統計38
二、社會距離調查統計39
三、信效度分析40
四、假說與模型驗證46
陸、結論與建議49
一、研究結論49
二、研究限制與建議54
參考文獻55
附件 正式問卷64

圖表目錄
表2-1 認知吸收指標定義彙整表12
表2-2 社會互動型態彙整表16
表2-3 社會支持型態彙整表20
表3-1本研究假說列表33
圖3-1 本研究模型33
表4-1 各構面變數的操作型定義彙整表34
表4-2 問卷變項衡量彙整表35
表5-1 問卷基本資料調查統計表38
表5-2 社會距離調查統計彙整表40
表5-3 社會距離調查統計彙整表-同意40
表5-4信度分析表42
表5-5 驗證性分析及交叉負荷量分析表42
表5-6因素負荷量與平均變異萃異量分析表44
表5-7 潛在變數相關性矩陣分析表45
表5-8各變數結構模式分析46
表5-9 各構面結構模式分析47
表5-10 結構模式研究假說檢定結果48
圖5-1 本研究模式分析結果圖48

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