臺灣博碩士論文加值系統

本論文旨在探討社會科技的採用、黏性、及分享行為。
子研究一以即時通訊為例，探討影響使用者採用社會科技的重要因素。此研究以科技接受模式與社會認知理論為基礎，提出認知有用、易用、歸屬感需求、認知娛樂、關鍵多數、及社會影響為重要因子。有效樣本為302位即時通訊使用者，經結構化分析模式(SEM)的結果顯示，即時通訊的娛樂價值(認知娛樂)達顯著，但功利價值(歸屬感需求)未達顯示。科技因素(認知有用、易用)與環境因素(關鍵多數、社會影響)對其擴散採用有直接或間接的顯著影響。此外，使用者對科技的認知(有用、易用)能透過社會心理因素改善：社會影響有助於增加認知有用與易用；關鍵多數有助於提升認知易用。經驗證，本研究模式具備72%解釋能力。
子研究二以部落格為例，探討部落格黏性的前置因子與人口學變項差異。此研究以社會認知理論、資訊系統成功模式、及個人差異理論為基礎，提出部落格品質、認知需求、及社會影響為其重要因素。231位部落格使用者的樣本分析結果顯示，內容品質在部落格環境中扮演重要角色；社會影響能延長使用者的造訪時間，但對重複造訪部落格沒有直接的顯著影響。性別差異方面，女性讀者最關注內容品質，而男性在意系統品質與社會影響。在部落格經驗方面，老手與重度使用者關注內容與社會影響，而新手較在乎格式與系統品質。學生與非學生對部落格黏性也有差異存在。這些差異將有助於瞭解部落格的黏性與目標族群行銷。
子研究三探討部落格分享行為的影響因素為何及部落格經驗差異。此研究以社會科技理論、社會認知理論、及社會交換理論為基礎，提出認知可用性、自我揭露、資訊素養、社會影響、經濟資本的期望、知識資本的期望、及社會資本的期望為部落格分享的重要因子。藉由268位部落格作者的問卷分析，結果顯示認知可用性扮演最重要的角色；部落格分享出自於內在的自我揭露，而非外在的資訊素養或社會影響。對於知識資本與社會資本的期望，會促進其部落格分享意願。部落格經驗差異分析顯示，對知識資本的期望吸引新進入者進行分享，但對社會資本的期望能維持部落格老手持續地分享。
根據上述子研究的結果，本論文提出科技價值、個人特質、社交價值與結果期望的概念架構以探討社會科技的使用行為。雖然本論文嘗試以過去學者所提出的使用者行為相關理論進行三角驗證，仍需要更多的後續研究來驗證此概念架構。本論文僅探討採用行為、黏性行為與分享行為，未來仍有許多社會科技使用者行為尚待進一步探討，例如社會科技的信任建立模式（信任行為）、商業獲利模式（商業行為）與離線－線上關係的差異等。未來研究亦應重視社會科技帶來的負面效應，如隱私問題、成癮問題與欺騙問題等。

This study explores three kinds of user behavior in social technology, including diffusion, stickiness, and sharing. Some insights are obtained after empirical validation.
Study I investigated the antecedents of instant messaging (IM) diffusion. Based on technology acceptance model and social cognitive theory, this study proposed perceived usefulness, ease of use, need for belonging, perceived enjoyment, critical mass, and social influence as the antecedents of IM diffusion. Surveying 302 IM users, the results demonstrated that IM diffusion is driven by its hedonic value, not utilitarian value of social connection. In addition, technical factors (PU and PEOU) and environmental factors (CM and SI) can facilitate IM diffusion directly or indirectly. The results also revealed that social influence is helpful to increase user perceptions about usefulness and ease of use, and critical mass is related to perceived ease to use. This implies that characteristics of IM can come from environmental origins, and IM is treated as hedonic-oriented and small group media. The research model explains 72 percent of variance of user intention to use IM.
Study II investigated the demographic differences and the antecedents of blog stickiness. Based on social cognitive theory, IS success model, and individual differences theory, this study proposed blog quality, need for cognition, and social influence as the antecedents of blog stickiness. Surveying 231 blog users, the results demonstrate that content is still the king in the blog environment. Social influence only affects the duration in the blog directly, but not the retention to the blog. For gender differences, female readers care for content mainly, but males further care about system quality and social influence. For blog experience and usage differences, while blog veterans or heavy users care about content and social influence, blog newbies care about the quality of context and system. Students and non-students also have different antecedents of blog stickiness. This study not only provides a further understanding into the blog stickiness, but also offers an impetus to future researches.
Study III investigated the blog experience differences and the antecedents of blog sharing. Based on socio-technical theory, social cognitive theory, and social exchange theory, this study proposed perceived usability, self-disclosure, information literacy, social influence, outcome expectation for financial capital, knowledge capital, and social capital as the antecedents of blog sharing. Surveying 268 blog authors, the results demonstrate that usability is a necessity for blog sharing. Blog sharing is primarily a personal endeavor driven by inner self-disclosure, not external information literacy or outer social influence. Sharing behavior is also encouraged by outcome expectancy for knowledge capital and social capital rather than financial capital. In addition, the results also indicated that expectancy for knowledge capital can enhance new entrants to write a blog, whereas expectancy for social capital keeps blog veterans sharing in blogs.
According to above empirical survey, as a conclusion, this dissertation attempts to propose a conceptual framework (technological value, personal characteristic, social value, and outcome expectancy) for investigating user behavior in social technology. Although this framework is supported by theoretical triangulation, it needs more empirically test and validation in future research. In addition adoption behavior, stickiness behavior, and sharing behavior, there still exists several issues such as trust behavior, commercial behavior, and offline-online relationship. Future studies should also emphasize the negative effects such privacy, addiction, and cheating in social technology. The dissertation provides preliminary studies, there still exists many interesting issues need to be investigated in future studies.

1. Introduction 1
2. Study I: the diffusion of social communication media 4
2.1 Introduction 4
2.2 Theoretical background and research hypotheses 5
2.3. Methodology 16
2.4. Results 17
2.5 Discussion 28
2.6. Conclusion and limitation 30
3. Study II: the stickiness of social technology, using blogs as subject 33
3.1 Introduction 33
3.2 Theoretical background and research hypotheses 35
3.3 Methodology 42
3.4 Results 44
3.5 Discussion and Implications 55
3.6 Conclusion limitation and future research 59
4. Study III: the share behavior in social technology, using blogs as subject 60
4.1 Introduction 60
4.2 Theoretical background and research hypotheses 61
4.3. Methodology 70
4.4. Results 72
4.5 Discussion and implications 83
4.6. Conclusion, limitations, and future research 88
5. Conclusion and future research 89
5.1. Findings of three studies 89
5.2. The proposed framework 91
5.3. Integrated conclusion and future study 93
References 99
Appendix A: Questionnaire of study I 117
Appendix B: Questionnaire of study II 118
Appendix C: Questionnaire of study III 119

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