臺灣博碩士論文加值系統

台灣使用社群媒體(Social Media)的用戶比例約73%，使用者平均每日花費在社群媒體上的時間逾兩小時，可知現今人們對社群媒體的黏著性很高且不分年齡層，社群媒體擁有無可抵擋的超高人氣，然而社群媒體的發展可能會為人類生活帶來許多影響。在資訊科技發達的社會中，人們常在沒有網路的時候內心感到焦慮或迷失自己的現象。社群媒體已經成為人類日常生活中社交互動的重要平台。而使用社群媒體的線上生活滿意度如何影響使用者參與社群媒體，為什麼大家離不開社群媒體？因此本研究主要的目的是探討社群媒體的線上生活滿意度對於使用者參與社群媒體的影響，以心智理論作為理論架構並分析數位移民與數位住民的認知差異。本研究提出一個理論架構並根據過去文獻發展新的模型，發放線上問卷，共蒐集320份有效問卷。本文將所提出的模型使用PLS進行分析與驗證。研究發現娛樂性與功利性價值正向影響線上生活滿意度，使用者的線上生活滿意度提升進而參與社群媒體。學術貢獻為利用心智理論來解釋使用者參與社群媒體的行為；實務貢獻為將研究結果供社群經營者與企業做參考依據與經營方面的改善與管理。

In the ICT-Enable Bright Society, it is a common phenomenon that people usually feel missing out, nervous and perceive high anxiety when they feel unconnected (offline). Social media (SM) become a popular communication platform for people to interact and connect with each other in our daily life. How does the online life satisfaction influence people’s social media engagement? Why people can not live without online? This is an interesting and critical research question in the Information System field. The objective of this paper is to examine the effects of online life satisfaction on the SM engagement through Theory of Mind theory (ToM) and compare the perceived value perspective between digital immigrant and digital native. This paper proposed a theoretical model and developed instruments based on prior literatures. We test it by using survey research empirically with 320 samples. The proposed model was empirically tested with measurement and structural models by using PLS. Through ToM, the results explain the social media engagement from an individual’s online life satisfaction perspectives and perceived value, and compare the age difference. The findings help the enterprises and managers to understand the factors affecting the degree of user engagement in social media.

致謝…………………………….………………………………………...
摘要……………………………………………….……………………..i
Abstract……………………………………………………………….iii

第一章 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……………………………………………………..6
第四節 研究範圍與對象……………………………………………..8
第五節 論文架構……………………………………………………..8
第二章 文獻探討……………………………………………….……9
第一節 數位落差……………………………………………………..9
第二節 科技採用類型………………………………………………12
第三節 社群媒體……………………………………………………14
第四節 認知價值……………………………………………………18
第五節 線上生活滿意度……………………………………………20
第六節 參與…………………………………………………………24
第三章 研究架構與假說推論….………………………………...27
第一節 心智理論……………………………………………………27
第二節 模型假說推論………………………………………………29
第三節 操作型定義…………………………………………………34
第四節 量表設計與發展……………………………………………36
第四章 研究方法.....……………………………………..…………37
第一節 研究實施程序………………………………………………37
第二節 問卷施測與回收……………………………………………38
第五章 資料分析與討論………………………………………….39
第一節 敘述性統計…………………………………………………41
第二節 信度與效度分析……………………………………………43
第三節 模型檢測與假說驗證………………………………………48
第五節 多變量分析…………………………………………………49
第六章 結論與建議…………………………………………..…….55
第一節 研究發現與討論……………………………………………55
第二節 研究貢獻……………………………………………………58
第三節 限制與未來方向……………………………………………61

參考文獻……………………………………………………………...63
附錄一：問卷問項……………………………………………..…...75

表次
表2-1數位落差相關研究…………..………………………………………………………11
表2-2社群媒體相關研究…………..………………………………………………………16
表2-3線上生活滿意度相關研究……………………………………………………….24
表3-1 問卷題項操作型定義………………………………………………………………34
表5-1 無回應偏差分析….………………………………………………………………….40
表5-2 受測者人口統計變項………………………………………………………………42
表5-3 量表構面之信度分析………………………………………………………………44
表5-4 量表構面之信效度分析………………………………………………………....45
表5-5 一階因素之區別效度評估表…………………………………………………..46
表5-6 問項相關係數矩陣………………………………………………………………….47
表5-7 路徑係數與假說檢定結果………………………………………………………49
表5-8 科技擴散理論之多變量檢定…………………………………………………..51
表5-9 科技擴散理論之敘述統計………………………………………………………51
表5-10 科技擴散理論受訪者間檢定………………………………………………..52
表5-11 科技擴散理論之多重比較….…………………………………………………52
表5-12 年齡變項之多變量檢定…………………………………………………………53
表5-13 年齡變項之敘述統計….…………………………………………………………54
表5-14 年齡變項之受訪者間檢定…………………………………………………….54
表5-15 科技擴散理論之多重比較….…………………………………………………54
表5-16 使用社群媒體時間族群比較….……………………………………………..55

圖次
圖1-1 研究流程與研究工具………………………………………………………………..7
圖2-1 心智理論模型………………………………………………………………………….13
圖2-2 科技採用類型….………………………………………………………………………27
圖3-1 研究模型……..………………………………………………………………………….33
圖4-1 研究實施程序圖………………………………………………………………………37
圖6-1 研究模型之路徑分析結果………………………………………………………58

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