臺灣博碩士論文加值系統

　　在網路科技尚未普及時，社交方式主要以面對面或透過信件、電話等工具作互動，資訊科技與傳播媒體的蓬勃發展，打破了時間與空間的限制，也改變了傳統的社交習慣，人們開始藉由虛擬社群（virtual community）進行社交活動，使得社群網路與現實生活的人際交往已密切結合，在這樣的形態下，因在意他人回應的狀態所產生的焦慮之情形也已成為新科技帶來的新焦慮。
　　本研究以台灣最常使用的社交平台Facebook為例，研究某大學之班級社群，此社群屬於學習社群（learning community），成員皆為學生。本研究共蒐集2083筆資料、259篇議題。透過內容分析法做議題與回應的分類，並將回文分類、回應時間、性別、議題分類與回文分類做交叉分析，另外，以社會網絡分析法找出社群領袖，在將以上結果作分析與探討。
　　本研究透過觀察青少年於社群內的溝通與回應狀況，探討如何善用社群平台發文才能得到回應，以及如何將這些回應狀況應用於商業模式中。

　　When the internet technology is not popular, people mainly for face to face,letter or phone and so on, for interactive. The vigorous development of information technology and the media, breaking the limitations of time and space, but also changed the traditional social habits, people began using Virtual Community to do social activities, making community network with real life interpersonal been closely integrated in such a form, the situation is a result of anxiety in response to the state of mind produced by others has also become a new technology brings anxiety.
　　In this study, the most commonly social platform used in Taiwan is Facebook, in a university class community, this community belongs to the learning community, members are all students. In this study, a total of 2083 sets of data collected, 259 issues. Done through content analysis and response issues of classification and classification palindrome, response time, gender, classified by subject, and use cross-analysis on classification, in addition to social network analysis to identify community leaders, as in the above results Analysis and Discussion.
　　The study by observing adolescents to communicate and respond to the situation within the community, and to explore how best to use the community platform issued to get a response, and how they respond to the situation in commercial mode.

摘要 i
Abstract ii
目錄 iii
表目錄 vi
圖目錄 viii
第壹章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 論文架構 3
第貳章 文獻探討 5
2.1 溝通 5
2.2 媒體豐富度理論 9
2.3 虛擬社群 13
2.3.1 虛擬社群之定義 13
2.3.2 虛擬社群之類型 16
2.3.3 （臉書）Facebook 18
2.4 社會網絡分析法 21
2.4.1 社會網絡分析法之定義 21
2.4.2 社會網絡分析法之基本組成要素 21
2.4.3 社會網絡分析法之結構 25
2.4.4 社會網絡分析法之衡量指標 25
2.4.5 社會網絡中的意見領袖 29
第參章 研究方法 31
3.1 研究架構 31
3.2 研究對象 32
3.3 研究流程 33
3.4 前置資料處理 34
3.5 各分類資料 35
3.6 NodeXL 38
第肆章 研究結果 42
4.1 樣本資料描述 42
4.2 各分類結果 43
4.3 信度計算結果 47
4.4 總體資料分析 50
4.5 交叉分析 56
4.5.1 回文分類與回應時間 57
4.5.2 回文分類與回應時辰 57
4.5.3 回應時辰與回應時間 58
4.5.4 性別與回應時辰 59
4.5.5 性別與回應時間 60
4.5.6 議題分類與回應時間 62
4.5.7 議題分類與回應時辰 63
4.5.8 議題分類與回文分類 65
4.5.9 性別與回文分類 65
4.5.10 性別與議題分類 66
4.6 意見領袖之社會網絡圖 69
第伍章 研究結論與建議 81
5.1 結論 81
5.2 研究貢獻 83
5.3 研究限制 85
5.4 未來研究建議 85
參考文獻 86

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