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研究生:呂家祥
論文名稱:交友網站使用強度 - 整合社會呈現理論、社交焦慮感與沈浸理論來探討
論文名稱(外文):Intention to Use Online Social Network –
指導教授:王貴英王貴英引用關係
學位類別:碩士
校院名稱:明新科技大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:101
中文關鍵詞:愛情公寓交友網站沉浸理論社會呈現社交焦慮結構方程模式
外文關鍵詞:ipartmentOnline social networkFlow theorySocial presence theorySocial AnxietyStructural Equation Model(SEM)
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虛擬交友網站近幾年迅速的發展,許多知名的交友網站會員人數及營業額逐年增加。交友網站間的競爭也越來越火熱。影響使用者參與行為的因素也是影響收入的重要因素,因此交友網站會員忠誠度對交友網站的經營,具有關鍵性的影響。為深入了解交友網站會員在交友網站上的參與強度以及付費意願,本研究整合社交焦慮、社會呈現理論、沉浸理論等變數為基礎,利用AMOS統計軟體驗證模式中相關因素的影響,深入探討會員對於交友網站的參與強度以及付費意願。
本研究以國內最大的交友網站- 愛情公寓使用者為研究對象,研究結果顯示社交焦慮顯著影響網路社交互動使用偏好;社會呈現顯著影響投入以及網路社交互動使用偏好;網路社交互動使用偏好以及投入對參與強度有正向的影響,而參與強度則對付費有顯著影響。這表示交友網站的參與者參與強度越強,付費意願越高。另分析結果顯示,男性會員付費意願明顯高於女性會員。本研究建議網站經營者,可加強網站個人化的呈現以及情緒的表達,功能設計上則符合使用者的需求以及能力,提升使用者投入參與的程度,創造更大的商機。

The information exchange and interactive environment established by Web 2.0 decreased the cost of interpersonal connection. This unique quality is the marketing proposition of Social networks. The numbers of members of the Social networks websites have grown exponentially during the past few years. The competition between Social network websites is fierce, and consequently it has become an important subject of concern for the website operators to keep the members and enhance their loyalty. This study integrates the Social Anxiety, Social Presence Theory, Flow Theory as the basis to explore customer’s intention to join and pay for using online social networks. A questionnaire-based empirical study is used to test this research framework. Questionnaires were sent to members of ipartment. Data is analyzed by using Structural Equation Modeling (SEM) with AMOS 16.0. The result of this study shows that all the hypotheses proposed in this research are significantly supported. This study also found the intention to join social network positively influences the intention to pay for using online social network, male members had higher intention than female members. The results of this study allow the social network websites’ managers to understand the main factors involved in the level of usage. They can then improve the management strategy according to these factors.
摘 要 I
Abstract II
誌 謝 III
目 錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
1.1. 研究背景 1
1.2. 研究動機與目的 2
1.3. 研究流程 4
第二章 文獻探討 6
2.1 虛擬交友網站 6
2.1.1 愛情公寓 6
2.1.2 Cyworld 8
2.1.3 FaceBook 10
2.2 社交焦慮 12
2.2.1. 社交焦慮定義 12
2.2.2. 社交焦慮特徵 14
2.3 社會呈現理論 17
2.4 網路社交互動使用偏好 21
2.5 沉浸理論 24
2.5.1. 沉浸理論定義及特性 24
2.5.2. 投入狀態 26
第三章 研究方法 29
3.1 研究架構 29
3.2 研究對象 30
3.3 研究假說 30
3.4 研究變數操作型定義 34
3.4.1. 社交焦慮 34
3.4.2. 社會呈現理論 35
3.4.3. 網路社交互動使用偏好 36
3.4.4. 沉浸理論 37
3.4.5. 參與強度 38
3.4.6. 付費 38
3.5. 問卷設計 40
3.6. 研究資料分析方法 41
3.6.1. 結構方程模式理論 41
3.6.2. 結構方程模式的基本程序 42
3.7. 研究資料分析工具 45
第四章 資料分析結果 46
4.1. 問卷回收與樣本特性與常態性分析 46
4.1.1. 問卷回收 46
4.1.2. 樣本特性 46
4.1.3. 樣本常態性分析 50
4.2. 信效度分析 51
4.2.1. 效度分析 51
4.2.2. 信度分析 52
4.3. 研究假說檢定與模型配適度 53
4.3.1. 研究假說 53
4.3.2. 模型配適度指標 56
4.3.3. 直接效果與間接效果 57
4.4. 個人變數統計與分析 58
4.4.1. 社交焦慮 58
4.4.2. 社會呈現 59
4.4.3. 網路社交互動使用偏好 60
4.4.4. 投入 61
4.4.5. 參與強度 63
4.4.6. 付費 64
4.5.參與強度以及付費 65
4.5.1.參與強度 65
4.5.2.付費 67
第五章 結論 73
5.1. 研究結果討論 73
5.2. 建議 75
5.3. 研究貢獻 76
5.4. 研究限制 77
5.5. 未來研究方向 78
參考文獻 79
附錄一 調查問卷 88

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