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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(外文):Che-Chen, Liao
外文關鍵詞:Check-inself-disclosuresocial capitalextrinsic motivationintrinsic motivationsocial network
  • 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。

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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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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