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研究生:吳苓郁
研究生(外文):Lin-Yu Wu
論文名稱:微網誌使用因素研究
論文名稱(外文):An antecedent study on microblogging use
指導教授:謝焸君謝焸君引用關係
指導教授(外文):Ying-Jiun Hsieh
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:英文
論文頁數:49
中文關鍵詞:微網誌使用與滿足心流理論病態型網路使用(PIU)
外文關鍵詞:microblogginguses and gratificationsflowpathological Internet use (PIU)
相關次數:
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2006年,Twitter在美國推出微網誌(microblogging)服務,有別於一般的網誌長篇圖文形式,微網誌更強調快速、即時,英文字數限制在140字以內,中文字數限制在150字以內,功能介於msn與網誌之間,使用者可以快速分享資訊與交流心得,可以說是「新人脈平台」。本研究目的藉由探討使用者的使用動機,並將使用者的使用體驗分成「實用型」與「享樂型」,進而探討其使用意願,最後並確認享樂型使用者是否會造成「病態型微網誌使用」。
本研究套用Uses and gratifications(使用與滿足)理論,此理論是用於探討人們如何使用媒介,及使用媒介的動機以滿足其心理和社會需求。本研究引用Stafford &; Stafford (2004)所提出的內容滿足(content)、流程滿足(process)、社會滿足(social)動機。並套用心流(flow)理論來說明當人們完全沉迷在一項活動時所產生的心理狀態,本研究並藉由心流理論將使用者分類之。


The microblogging sites provide a light-weight, easy type of communication that empowers users to share information about their activities and opinions. Twitter has been around since 2006, which is the first microblogging site lets you broadcast 140-character (English) messages to anyone who choose to become your follower. Some social network websites such as Facebook also have their own microblogging feature.

Uses and gratifications (U&G) is a media use theory to understand consumer motivations for media use, such as Internet. For understanding the reasons why people use microblogging to share their thinking, the study chooses U&G theory. On the other hand, when people in the flow state, not related thoughts are filtered out and the customer focuses on the interaction. Therefore, the study wants to know whether using microblogging will create flow state or not.

Therefore, the objective of the study is to investigate the intentions to use microblogging though the uses and gratifications theory (U&G) and flow. We separated users into two groups: hedonic users and utilitarian users. Finally, we will research what reason will cause pathological microblogging use (PMBU).


Table of Contents iii
Lists of Tables iv
Lists of Figures iv
Chapter 1 Introduction 1
Chapter 2 Background and Theory Development 5
2.1. Uses and Gratifications 5
2.2. The Concept of Flow 8
2.3. Intentions to Use Microblogging 14
2.4. Pathological Microblogging Use 16
Chapter 3 Methodology 20
3.1. Instrument Design 20
3.2. Data Collection and Sample 23
Chapter 4 Analysis and Result 26
4.1. Descriptive Statistics 26
4.2. Measurement Model 26
4.3. The Structural Model 31
4.4. Mediation Effects 34
Chapter 5 Discussions and Conclusions 36
5.1. Conclusion 36
5.2. Limitations and Future Research 38
References 40
Appendix 46
Table 3-1 Demographic profile 25
Table 4-1 Descriptive statistics 26
Table 4-2 Reliability 28
Table 4-3 Squared Correlations between Constructs versus Variances Extracted 30
Table 4-4 Overall fits of models 31
Figure 2-1 Hypothesized model 19
Figure 4-1 Results of structural modeling analysis. 31


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