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研究生:陳淑芳
研究生(外文):Shu-Fang Chen
論文名稱:以社會臨場感、社會認同理論與使用滿足理論探討使用者參與黏性
論文名稱(外文):Examining users’ we stickiness intention in social network site: integrating of social identity, social presence, and use and gratifications theory.
指導教授:顏嘉惠顏嘉惠引用關係
指導教授(外文):Chia-Hui Yen
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:71
中文關鍵詞:社會臨場感社會認同理論認知娛樂性資訊性互動自我呈現facebook
外文關鍵詞:Perceived enjoymentSocial Identity TheorySocial PresenceUser interactions.facebookInformativenessself-expression
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隨著資訊設備軟硬體多元化開發及通信業者成長,使用者可以快速透過網路取得及分享資訊,因此,藉由社群網站平台與朋友互動,更可以維繫以及發展人際關係,而社群網站的使用者彼此之間針對共同喜好與話題,也可以讓使用者經營社交活動,分享經驗,但在網路資訊發達,多種社群網站供使用者選擇使用的環境下,如何透過功能性的發展來吸引網路使用者初次使用以及持續忠誠,而又是什麼因素影響使用者的共同參與意願,這是本論文一項重要的研究方向。
因此,本研究將針對使用者屬全球最多的Facebook社群網站,依據最早由Katz、 Blumler及Gurevitch(1974)等學者提出「使用者滿足理論」為基礎,並採用Smart-PLS 2.0統計軟體進行研究模式中構念之間的路徑分析,來檢定研究假說是否成立,同時以社會臨場感、社會認同理論與滿足理論中的娛樂性及資訊性來探討社群網站使用者共同參與社團黏性,另以「互動」及「自我呈現」為變數來探討使用者對於社會臨場感、社會認同理之影響,從而了解網站經營者如何留住使用者再次來訪,以達到增加網站的收益目標。
本研究根據過去文獻發展問卷量表,分析問卷調查資料包括年齡、性別、教育程度、使用社群網站使用頻率等,並採取結構方程式SEM進行分析,共寄出問卷三百五十份,回收三百五十份,有效問卷三百二十一份,以此對本研究所提出的模型進行驗證。實證結果顯示,社會認同、社會臨場感、認知娛樂性及資訊性,對使用者滿意度有正向顯著的影響,而自我呈現及互動性則會影響到社會認同以及社會臨場感。
最後,本研究期望對於未來經營社群網站的業者有所幫助。
To sustain and develop interpersonal relationships, the users of social networking sites can share the common preferences and the topic among themselves, you can also allows users engaged in social activities and sharing experiences between each other. The important research direction in this paper is to identify how the social networking sites attract Internet users with continued loyalty under the multi-function environment.
Therefore, this study will focus on the famous business site facebook users, using the Smart-PLS 2.0 statistical software research mode in the path between the constructs, to test the hypotheses will be set up or not. Meanwhile, we use the factor about “entertainment” and “information” to discuss the sticky of business site participation. By the way, we also use the variables about “interactive” and “self-presentation “to observe the influence as above.
In this study, we develop the scale of the questionnaire, analysis the data including age, gender, education level, the frequency of using social networking sites. The results show that social identity, social presence, cognitive entertaining and informative are positive significant impacts on user satisfaction, and self-presentation and interaction will affect the social identity and social presence.
Finally, we hope it’s helpful for the future industry of business community website.
第壹章 緒論
第一節 研究背景與動機
第二節 研究問題與目的
第三節 研究範圍與步驟
第貳章 文獻探討
第一節 facebook的簡介
一、facebook源起
二、facebook功能
三、小結
第二節 社會認同(Social Identity)
一、社會認同理論
二、線上社群的認同
三、小結
第三節 社會臨場感(Social Presence)
一、定義
二、小結
第四節 自我呈現(Self -expression)
一、自我概念的意涵
二、自我呈現(self -expression)
三、網路中的自我呈現
四、小結
第五節 使用滿足理論(Uses and gratifications)
一、定義
二、小結
第六節 互動(Interactivity)
一、定義
二、小結
第七節 黏性(Stickiness)
一、定義
二、小結
第參章 研究設計與方法
第一節 研究架構與假設
一、研究架構
二、研究假設
第二節 研究變數
一、變數操作型定義
二、問卷設計
第三節 抽樣設計與研究方法
一、問卷設計與前測
二、資料分析方法
第肆章 資料分析與實證結果
第一節 基本資料分析
一、樣本資料結構分析
第二節 測量模式分析(Measurement Model)
一、模式內在結構適配度
第三節 結構模式分析(Structural model analysis)
第伍章 結論與建議
第一節 研究結果及討論
一、社會認同及社會臨場感對於使用者共同參與社團黏性之影響
二、認知娛樂性及資訊性對於使用者共同參與社團黏性之影響
三、自我呈現對於社會認同及社會臨場感的影響
四、互動對於社會認同及社會臨場感的影響
第二節 學術貢獻及實務上意涵
一、學術貢獻
二、實務上意涵
第三節 研究限制及未來研究方向
一、中文部份

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