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研究生:周美江
研究生(外文):Chu My Giang
論文名稱:關係親密度在社交網站的成因與影響:以臉書為例
論文名稱(外文):The Drivers and Effects of Relational Intimacy on Social Networking Sites: A Case Study of Facebook
指導教授:林裕勛林裕勛引用關係李文玄李文玄引用關係
指導教授(外文):Lin, Yu-HsunLee, Wen-Hsuan
口試委員:陳心田張陳基盧建中廖建翔
口試委員(外文):Chen, Shin-TienChang, Chen-ChiLu, Chien-ChungLiao, Chien Hsiang
口試日期:2017-06-30
學位類別:碩士
校院名稱:明志科技大學
系所名稱:經營管理系碩士班
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:2017
畢業學年度:105
語文別:英文
論文頁數:109
外文關鍵詞:intimacyuses and gratificationstrustloyalty intentionsocial network sites (SNSs)
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Social network websites have flourished since the age of Web 2.0. These websites are created specifically for people to online socially connected and interacted with one another, on a particular subject or simply emotion sharing. The success of such online services has received a considerable amount of criticism. In fact, there is extreme comment derived from the criticism that social network sites (SNS) are used by operators as a tool to keep users in front of the screens in order to enhance market control and competitiveness. Driving the users to revisit the SNS is therefore a critical issue for operators to retain the competitive. to understand the affective behavioral patterns for SNS users to prolong to the website. By conceptualizing the intimacy regards an individual user’s feeling of closeness, emotional bonds and sense of belonging with other users and social network websites, the aim of this study is to explore the drivers and effects of intimacy on social network websites from the perspectives of uses and gratifications, and related trust and loyalty intention outcomes.
The data via surveys collected from Facebook users in Taiwan and Vietnam regions. A total of 788 samples has been received for data analysis. The results of the data analysis support several findings: (1) the uses and gratifications including entertainment, social surveillance, recognition, network extension provided by Facebook significantly influenced users’ intimacy with the web services. (2) Facebook gratifications including emotional support, social surveillance, recognition, network extension significantly influenced users’ intimacy with other users. (3) The intimacy with Facebook is a significant variable affects users’ trust and loyalty intention at Facebook. (4) The intimacy with other users is a significant variable affects users’ trust and loyalty intention with Facebook friends.
The findings of this study provide insights for both academics and practitioners regarding the potential implications, which serve as useful sources for researchers and managers to understand how intimacy on social network websites might enrich and enhance online interactions with customers.

Table of Contents
Abstract i
Table of Contents iii
Figures xviii
Tables xix
1. INTRODUCTION 1
1.1. Research Motivations 1
1.2. Research Questions 4
2. CONCEPTUAL BACKGROUND 6
2.1. Social Networking Sites (SNSs) 6
2.3. Uses and Gratifications Theory 8
2.4. The Concept of Intimacy 12
2.5. Trust as a Users’ Outcome 14
2.6. Loyal Intention as a Users’ Outcome 15
3. RESEARCH FRAMEWORK AND HYPOTHESES DEVELOPMENT 17
3.1. Research Framework 17
3.2. Hypotheses Development 18
3.2.1.2. Recognition and intimacy with Facebook 20
3.2.1.3. Social surveillance and intimacy with Facebook 21
3.2.1.4. Network maintenance and intimacy with Facebook 22
3.2.1.5. Social network extension and intimacy with Facebook 23
3.2.1.6. Intimacy with Facebook and Facebook trust 24
3.2.1.7. Intimacy with Facebook and Facebook loyalty intention 26
3.2.2. People to people relationship 27
3.2.2.1. Recognition and intimacy with other users 28
3.2.2.2. Social surveillance and intimacy with other users 28
3.2.2.3. Network maintenance and intimacy with other users 29
3.2.2.4. Network extension and intimacy with other users 30
3.2.2.5. Emotional support and intimacy with other users 31
3.2.2.6. Intimacy with other users and Facebook friend trust 31
3.2.2.7. Intimacy with other users and Facebook friend loyalty intention 32
4. RESEARCH METHOD 34
4.1. Procedure 34
4.2. Measures 35
4.3. Method of Data Analysis 40
5. DATA ANALYSIS 42
5.1. Descriptive Statistics 42
5.2. Testing the Measurement Model 44
5.3. Testing the Structural Model 56
6. DISCUSSION 61
7. CONCLUSION 66
7.1. Research implications 67
7.2. Managerial Implications 68
7.3. Limitations and Future Research 69
References 71
Appendix 85
Appendix A. Scale Items Associated with Specific Constructs 85
Appendix C. Factor Loadings & t-Values of Measurement Items 105
Appendix D. Coefficients and t-Values for Hypothesis Testing 107


Figures
Figure 1. Research framework 18
Figure 2. The conceptual framework 18
Figure 3. Results of the analysis of the structural equation model 56



Tables
Table 1. Components of Intimacy 14
Table 2. Measurement constructs 36
Table 3. Demographic Statistics 42
Table 4. Facebook user experience 43
Table 5. Descriptive statistics and Cronbach’s alphas 46
Table 6. Latent variable correlations and AVE results …………………………47
Table 7. Item cross-loadings…………………………………………………….48
Table 8. Summary of hypothesis testing results...................................................49





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