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研究生:張雅晴
研究生(外文):Ya Ching Chang
論文名稱:人格的顯現:社群網站中的使用者行為衡量研究
論文名稱(外文):Unveiling Personality: A Measurement Study of User Behavior in A Social Network Site
指導教授:蔡采璇蔡采璇引用關係
指導教授(外文):T. H. Tsai
學位類別:碩士
校院名稱:長庚大學
系所名稱:工業設計學系
學門:設計學門
學類:產品設計學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
論文頁數:123
中文關鍵詞:社群網站Facebook網路社交五大人格人格量表
外文關鍵詞:Social network sitesFacebookOnline socialBig five personalityPersonality inventory
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目 錄
指導教授推薦書
口試委員會審定書
誌謝 iii
中文摘要 iv
英文摘要 v
目錄 vi
表目錄 ix
圖目錄 xi
第1章 緒論 - 1 -
1.1 社群網站使用行為 - 1 -
1.2 人格對社群網站使用行為的影響 - 4 -
1.3 研究目的與目標 - 7 -
第2章 文獻探討 - 11 -
2.1 社群網站發展與介紹 - 11 -
2.2 人格與社群網站 - 16 -
2.2.1 人格與網路使用行為 - 16 -
2.2.2 人格與社群網站使用行為 - 19 -
2.2.3 人格量表 - 25 -
2.3 小結 - 28 -
第3章 研究方法 - 30 -
3.1 INTRODUCTION - 30 -
3.2 研究方法 - 39 -
3.2.1 受測者 - 39 -
3.2.2 研究工具 - 40 -
3.2.3 實驗流程 - 47 -
3.2.4 分析方法 - 52 -
第4章 實驗結果 - 54 -
4.1 INTRODUCTION - 54 -
4.2 受測者資料 - 55 -
4.2.1 以人格分類的受測者資料 - 57 -
4.2.2 相關性分析 - 58 -
4.2.3 T檢定 - 61 -
4.3 深入資料觀察 - 64 -
4.4 結論 - 69 -
第5章 結論與建議 - 74 -
5.1 研究結論與設計建議 - 74 -
5.1.1 結論 - 74 -
5.1.2 設計建議 - 82 -
5.2 研究限制與未來建議 - 83 -
5.3 未來建議 - 84 -
參考文獻 - 86 -
附錄 - 95 -


表目錄
表2.1 五大熱門社群網站功能比較 - 11 -
表2.2 人格量表應用於人格與社群網站相關研究的數量 - 20 -
表3.1 FACEBOOK行為分類文獻整理 - 23 -
表3.2 五大人格特性及不同人格的FACEBOOK使用行為 - 25 -
表3.3 受測者敘述性統計資料 - 29 -
表3.4 BIG FIVE INVENTORY 量表內容 - 31 -
表3.5 FACEBOOK資料收集內容與編碼方式 - 33 -
表4.1 BIG FIVE INVENTORY信度分析結果 - 45 -
表4.2 FACEBOOK使用行為與人格的相關性 - 45 -
表4.3 個人檔案內容與人格的相關性 - 46 -
表4.5 人格兩極因子在FACEBOOK使用行為項目的差異 - 49 -
表4.6 人格兩極因子在FACEBOOK個人檔案項目的差異 - 49 -
表4.7 人格兩極因子在隱私設定的差異 - 50 -
表4.8 個人檔案內容觀察 - 51 -
表4.9 PO文與留言內容情緒判別 - 52 -
表4.10 不同人格的留言時間 - 53 -
表4.11 不同人格的回覆對象 - 53 -
表5.1 假設成立表 - 62 -
表5.2 人格與FACEBOOK特定行為之比對 - 62 -


圖目錄
圖1.1 研究架構圖 - 7 -
圖2.1 社群網站發展時間軸 - 9 -
圖3.1 實驗畫面1 - 37 -
圖3.2 實驗畫面2 - 37 -
圖3.3 實驗畫面3 - 38 -
圖3.4 實驗畫面4 - 38 -
圖3.5 實驗流程圖 - 39 -

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