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研究生:楊宗諺
研究生(外文):Tsung-yen Yang
論文名稱:以計畫行為理論探討社群網站使用者受不理想觀賞者影響之意向
論文名稱(外文):Using Theory of Planned Behavior to Explore the Influence of Unwanted Audience on Social Networks Users’ Behavior
指導教授:徐濟世徐濟世引用關係
指導教授(外文):Jih-shih Hsu
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:資訊管理系碩士班
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:2014
畢業學年度:102
語文別:中文
論文頁數:73
中文關鍵詞:不理想觀賞者Facebook使用行為計畫行為理論社群網站
外文關鍵詞:Social NetworksFacebookUnwanted AudienceTheory of Planned BehaviorUsage Behavior
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社群網站的使用者迅速地增加,社群網站的普及程度也快速提升,使用者在社群網站的使用行為上往往存在著與朋友互動的管理問題,該管理問題會增加使用者在社群網站使用上的煩惱,一旦互動管理產生了問題,便可能導致使用者離開社群網站。本研究透過網路問卷蒐集不理想觀賞者對於Facebook使用者的行為意圖影響以及使用者對於Facebook平台的使用觀感,並透過計畫行為理論探討此議題。研究發現,除了使用態度對於Facebook持續使用意願占很大的影響因素之外,如果使用者自我控制能力越好,Facebook持續使用意願自然也會越高。而在對抗不理想觀賞者的行為意願影響行為意圖的部分,也應考量到每位使用者對於不理想觀賞者所存在的數位落差以及實際採用自我審查(Self-Censorship)的行為影響。
Social network has been so popular that social network users are growing rapidly. Behavior of social network users is an important issue since it is complicated interaction between these users. On the social networks, users have to interact with their friends frequently. When users have problem in interacting with their friends, the situation becomes critical. Once they cannot deal with such interaction, they even quit the social networks. This study used internet questionnaire to collect the opinions of Facebook users toward unwanted audience and their behavior intention. These issues are discussed through the theory of planned behavior. The study found that the attitude toward behavior affected the behavior intention significantly. If the users can better control their behaviors, their behavior intention of Facebook is higher. Besides, the study also found that Digital Divide and the user’s behavior of Self-Censorship affected the measurement of protecting privacy intention.
目錄

中文摘要 i

Abstract ii

目錄 iii

表目錄 v

圖目錄 vi

第一章 緒論 1

1.1 研究背景 1

1.2 研究動機 2

1.3 研究目的 4

1.4 名詞解釋 4

1.5 研究流程 5

第二章 文獻探討 7

2.1 社群網站之定義 7

2.2 Facebook之介紹 8

2.3 行為理論之介紹 10

2.3.1理性行為理論 10

2.3.2計畫行為理論 11

2.4 社群網站觀賞者之定義 12

2.5 社群網站觀賞者之類型 13

2.6 社群網站使用者與觀賞者相關研究 15

2.6.1遺憾貼文之研究 16

2.6.2不佳使用經驗之研究 17

2.6.3使用行為被外部限制之研究 17

第三章 研究方法與步驟 18

3.1 研究架構 18

3.2 研究假設 19

3.2.1 Facebook使用態度 19

3.2.2 Facebook主觀規範 19

3.2.3 Facebook認知行為控制 19

3.2.4對抗不理想觀賞者的行為意願 20

3.2.5Facebook行為意圖 20

3.3 問卷設計 21

3.4 研究對象與抽樣方法 26

3.5 資料分析工具與方法 26

3.5.1敘述性統計分析 27

3.5.2信度分析 27

3.5.3效度分析 27

3.5.4資料分析方式 28

3.5.5研究工具之信度 28

第四章 資料分析與結果 33

4.1 問卷回收樣本統計 33

4.2 基本資料分析 33

4.3 研究問卷敘述性統計 37

4.4結構方程式模型評估 40

4.4.1常態性檢定 40

4.4.2檢驗違犯估計 41

4.4.3檢驗收斂效度 41

4.4.4檢驗區別效度 44

4.4.5模型配適度分析 45

4.4.6路徑分析 46

4.5 研究假設驗證及發現 48

第五章 結論與建議 52

5.1 研究結論 52

5.2 研究貢獻 54

5.3 研究限制與未來研究建議 55

參考文獻 56

中文部分 56

英文部分 56

網站參考文獻 61

附錄A、問卷內容 63



表目錄

表1大學生認為有誰看過他們的個人檔案 13

表2使用者願意選擇性分享之分類 14

表3微調過後的觀賞者類別 15

表4 Facebook使用態度 21

表5 Facebook主觀規範 22

表6 Facebook認知行為控制 23

表7對抗不理想觀賞者的行為 25

表8 Facebook行為意圖 26

表9 Facebook使用態度信度分析 28

表10 Facebook主觀規範信度分析 29

表11 Facebook認知行為控制信度分析 30

表12對抗不理想觀賞者的行為意願信度分析 31

表13 Facebook行為意圖信度分析 32

表14基本資料分配表 34

表15敘述性統計表 37

表16收斂效度 43

表17區別效度 44

表18模型配適度表 46

表19直接效果 48

表20研究假說驗證結果 51

表21研究假說檢定結果 52





圖目錄

圖 1研究流程圖 6

圖 2理性行為理論 10

圖 3計畫行為理論 11

圖 4研究架構圖 18

圖 5路徑分析圖 47


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