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研究生:蔡佳錞
研究生(外文):Jia-Duei, Cai
論文名稱:探討社群網站自我揭露行為之動機與結果 以Facebook打卡為例
論文名稱(外文):A Study of the Motivations and Consequences of Disclosing Information on Social Networking Sites – A Case of Facebook Check-in
指導教授:廖則竣廖則竣引用關係
指導教授(外文):Che-Chen, Liao
口試委員:陶蓓麗江志卿林文修
口試委員(外文):TAO,BEI-LIJIANG,JHIH-CINGLIN,WUN-SIOU
口試日期:2012-07-18
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
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:2012
畢業學年度:100
語文別:中文
論文頁數:96
中文關鍵詞:打卡行為自我揭露社會資本內外在動機社群網站
外文關鍵詞:Check-inself-disclosuresocial capitalextrinsic motivationintrinsic motivationsocial network
相關次數:
  • 被引用被引用:11
  • 點閱點閱:1972
  • 評分評分:
  • 下載下載:104
  • 收藏至我的研究室書目清單書目收藏:4
近年來社群網站已快速竄紅逐漸取代以往的無名小站及BBS;然而,在眾多的社交功能中,「打卡(Check-In)」動作已成了熱門話題,使用者一到餐廳、商店、電影院等其他地方,都會進行定點打卡,透過手機將所在的地點發佈到社群網站,與好友產生社交互動,進一步強化個人關係網絡;許多商家也看準這塊商機,紛紛推出行銷策略。本研究目的主要探討影響Facebook Places打卡動機之因素及對個人社會資本的影響;除此之外,亦根據研究結果給予有意發展手機適地性服務行銷之業者相關建議。
本研究以內外動機作探討,試圖瞭解打卡行為的整體動幾與其造成的影響。研究採用問卷調查法,共蒐集到465份有效問卷,主要以結構方程模式來驗證研究模式內各變數間的因果關係。研究結果發現分享資訊、儲存資訊、樂趣、社會連結、自我宣傳、跟隨潮流、經濟報酬動機對自我揭露行為有正向影響,而得到回應此動機並不顯著;另外,自我揭露行為對凝聚型社會資本及延伸型社會資本皆呈現顯著影響。期本研究的結果能作為在學術與實務方面的參考與建議。

The social network has become very popular in recent years, moreover, it gradually replace the role of Blog and BBS. In so many social functions, Check-in has become a hot topic. People usually Check-in when they arrive at restaurant, shop or cinemas etc. ,and post the message on social network through the Location base service. Then they start to interact with each other, and strengthen the personal relationships network. A lot of shops also want to enter this market, and develop the related marketing strategy. The purpose of this study focuses on the factors which motive users to Chcek-in and the impact of individual social capital; According to the result, it can provide the shops advice who has interests on the Location base service marketing.
This study tries to explore the intrinsic and extrinsic motivation and understand the impact of Check-in behavior. The data was collected via internet survey and it’s been recycled 465 valid questionnaires. This research analyzed by Partial Least Squares(PLS) to validate the hypotheses. The findings of the this research are as follows: Information sharing、Information storage、Enjoyment、Social connection、Exhibitionism、Keeping up with trend and Economical reward, has significant effect on the self-disclosure, whereas the effect of Get feedback do not. And self-disclosure has significant effect on the bridging capital and bonding capital. The result except to provide the references and suggestions both on academic and practical area.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 5
第二章 文獻探討 6
第一節 虛擬社群 6
一、虛擬社群定義 6
二、社群網站 7
三、Facebook 臉書之沿革與發展 11
四、Facebook打卡(Check-in) 13
第二節 自我揭露 17
一、定義與內涵 17
二、網際網路上的自我揭露 19
三、影響自我揭露的因素 20
第三節 內外在動機 23
一、動機之定義與內涵 23
二、內在動機與外在動機之相關概念 24
三、內在動機與外在動機之相關研究 26
第四節 社會資本 28
一、社會資本定義 28
二、凝聚型社會資本及延伸型社會資本 31
三、社群網站與社會資本 32
第三章 研究方法 34
第一節 研究模式與假說 34
第二節 研究變數定義與衡量 40
第三節 調查對象與方式 44
第四節 問卷發展 45
第五節 資料分析方法與工具 49
第四章 資料分析 51
第一節 樣本結構分析 51
第二節 PLS衡量模式分析 54
第三節 研究假說檢定 59
第五章 結論與建議 63
第一節 研究結論 63
第二節 研究貢獻 67
第三節 研究限制 69
第四節 未來研究方向 70
參考文獻 71
一、中文書目 71
二、英文文獻 71
三、網站資料 79
附錄一 正式問卷 81
附錄二 因素結構矩陣與交叉負荷量 87

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Justin R. Levy著,劉玉文譯 (2011)。Facebook無所不在的連結。臺北市:上奇資訊。


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Wellman, B., Salaff, J., Dimitrova, D., Garton, L., Gulia, M., & Haythornthwaite, C. (1996). Computer networks as social networks: collaborative Work, telework, and virtual community. Annual Review of Sociology, 22, 213-238.
Wheeless, L. R., & Grotz, J. (1976). Conceptualization and measurement of reported self-disclosure. Human Communication Research, 2, 338-346.
White, R. W. (1959). Motivation reconsidered. Psychological Review, 66, 297-333.
Williams, D. (2006). On and off the net: scales for social capital in an online era. Journal of Computer-Mediated Communication, 11(2), 593-628.
Young, Y., & Kazuya, H. (2006). Computer-mediated relationship development: A cross-cultural comparison. Journal of Computer-Mediated Communication, 11(1), 133-152.


三、網站資料
Alexa (2011)。The top 500 sites on the web。取自: http://www.alexa.com/topsites

DoubleClick (2011)。The 1000 most-visited sites on the web。上網日期:2011年7月,檢自: http://www.google.com/adplanner/static/top1000/
EBizMba (2011)。Top 15 Most Popular Social Networking Sites。上網日期:2011年12月5日,檢自:http://www.ebizmba.com/articles/social-networking-websites

Engadget中文版 (2011)。Facebook地標功能上路,走到哪『打卡』到哪。上網日期:2011年2月,檢自:http://chinese.engadget.com/2011/02/17/facebook-place-share-location-in-taiwan
Nielsen (2010)。What Americans do online: social media and games dominate activity。上網日期:2010年8月2日,檢自:http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-games-dominate-activity/

內政部 (2010)。2010內政部戶籍人口統計年報。檢自:http://sowf.moi.gov.tw/stat/year/list.htm

創市際 (2011)。創市際台灣百大網站排行榜。上網日期:2011年1月,檢自:http://www.scribd.com/full/49916240?access_key=key-oykkuqvrr6o8a1qatk

創市際市場研究顧問 (2010)。行動上網便利 四成網友減少原上網行為。上網日期:2011年4月23日,檢自:http://www.insightxplorer.com/news/news_05_18_10.html
資策會FIND (2011)。2010年第4季我國行動上網觀測。上網日期:2011年4月24日,檢自:http://www.find.org.tw/find/home.aspx?page=many&id=283
鄭緯筌 (2011a)。你打卡了沒?Facebook在台推出地標功能。數位時代。上網日期:2011年2月16日,檢自http://www.bnext.com.tw/article/view/cid/0/id/17266

鄭緯筌 (2011b)。LBS應用:China White -你打卡,我打折!。數位時代。上網日期:2011年4月11日,檢自:http://www.bnext.com.tw/article/view/cid/0/id/17937
鄭緯筌 (2011c)。LBS吹響行動行銷號角!數位時代。上網日期:2011年4月7日,檢自:http://www.bnext.com.tw/article/view/tag/LBS/id/17904

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