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研究生:翁薏諠
研究生(外文):Yi-Hsuan Weng
論文名稱:社群網站使用體驗、沉浸與使用者自尊之關係
論文名稱(外文):The relationship among users'' self-esteem, experience and flow on social networks
指導教授:周中理周中理引用關係
指導教授(外文):Chung-Li Chou
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
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:87
中文關鍵詞:社群網站使用體驗沉浸自尊
外文關鍵詞:experiencesocial networksflowself-esteem
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社群網站的崛起與內容的多樣化,且具挑戰性,試圖吸引網路使用者的接受與體驗,加深使用者的沉浸狀態,成為使用者社交與生活中的主要工具與管道。此外,也因為社群網站的交友與多元功能,引發探討使用者的自尊、社群網路的使用體驗與沉浸之關係。本研究以朝陽科技大學大學生並具有Facebook會員者為受調查對象,問卷採簡單隨機抽樣法與便利抽樣法,共發放480份問卷,回收問卷480份,有效問卷440份,有效回收率為91.7%,在資料分析方面採用信度分析、效度分析、敘述性統計分析、相關分析與階層多元迴歸分析。而研究結果發現:
一、社群網站的使用體驗對沉浸具正向顯著影響,獲得部分成立。其中社群網站的「情感體驗」、「思考體驗」、「感官體驗」、「刺激體驗」等均對「沉浸」具有正向影響。
二、使用者自尊的差異會干擾社群網站使用體驗對沉浸之影響,獲得部分成立。其中使用者的「消極自尊」會負向干擾「社群網站的情感體驗」對「沉浸」之影響。使用者的「積極自尊」會正向干擾「社群網站的關聯體驗」對「沉浸」之影響。
The rise and diversity of social networks has created the challenges of convincing Internet users to accept and experience it and has become a major channel in the users'' social and life style. In addition, the multiple socializing functions of social networks has led to exploring the relationship among user self-esteem, experience and flow in social network sites. The target of this research comprises students from Chaoyang University of Technology. The samples were obtained using simple random sampling and convenience sampling. Of the 480 survey copies that were distributed, 480 were collected; 440 copies were effective, with an effective response rate of 91.7%. The methods of data analysis included reliability analysis, validity analysis, descriptive statistics analysis, correlation analysis, and multiple regression analysis. The research findings are as follows:
1. The fact that flow is positively influenced by the user experience of social networks is partially established.
2. Variations in user self-esteem influence the impact of the social network experience on flow. For instance, a user’s passive self-esteem negatively affects the impact of emotion experience of Facebook on flow. The user’s active self-esteem positively affects relation experience of Facebook on flow.
目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻回顧 6
第一節 使用體驗 6
第二節 沉浸 15
第三節 自尊 23
第參章 研究方法 29
第一節 研究架構 29
第二節 研究假說 30
第三節 研究變項與衡量題項設計 32
第四節 問卷設計 36
第五節 研究對象 37
第六節 預試問卷 38
第七節 資料分析方法 39
第肆章 資料分析與討論 42
第一節 樣本資料分析 43
第二節 信度分析 46
第三節 效度分析 47
第四節 敘述性統計分析 56
第五節 相關分析 60
第六節 階層多元迴歸分析 63
第伍章 結論與建議 69
第一節 研究結論 69
第二節 管理與實務意涵 73
第三節 研究限制與未來研究建議 75
參考文獻 76
附錄一 正式問卷 84

表目錄
表2-1-1 體驗媒介的種類與形式 13
表3-3-1 使用體驗之衡量題項 33
表3-3-2 沉浸之衡量題項 34
表3-3-3 自尊之衡量題項 35
表3-6-1 各變項量表之信度分析 38
表4-0-1 問卷回收概況 42
表4-1-1 正式問卷樣本基本資料結構 44
表4-2-1 各變項量表之信度分析 46
表4-3-1 使用體驗變項之KMO與Bartlett檢定 48
表4-3-2 使用體驗變項之因素分析 49
表4-3-3 沉浸變項之KMO與Bartlett檢定 52
表4-3-4 沉浸變項之因素分析 52
表4-3-5 自尊變項之KMO與Bartlett檢定 54
表4-3-6 自尊變項之因素分析 54
表4-4-1 使用體驗變項之平均數與標準差分析 56
表4-4-2 沉浸變項之平均數與標準差分析 58
表4-4-3 自尊變項之平均數與標準差分析 59
表4-5-1 使用體驗、沉浸與自尊之相關分析 62
表4-6-1 使用體驗與自尊對沉浸之階層多元迴歸分析 67
表5-1-1 研究假說驗證結果 69
表5-1-2 使用體驗、沉浸與自尊之研究假說驗證結果明細 72

圖目錄
圖1-3-1 研究流程 5
圖2-1-1 體驗行銷之特性 9
圖2-1-2 體驗形式構面與類型 10
圖2-1-3 策略體驗模組圖 14
圖3-2-1 沉浸原始模型 17
圖3-2-2 四頻道沉浸模型 18
圖3-2-3 八頻道沉浸模型 19
圖2-3-1 自尊A-B-C圖 24
圖3-1-1 概念性研究架構圖 29
圖4-6-1 修改後概念性研究架構 63
圖4-6-2 消極自尊對情感體驗與沉浸關係之干擾效果圖 66
圖4-6-3 積極自尊對關聯體驗與沉浸關係之干擾效果圖 66
圖4-6-4 使用體驗與自尊對沉浸之細部研究結果圖 68
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