臺灣博碩士論文加值系統

社群媒體在2009年後快速成長，我們從社群媒體上獲得最新資訊以及與他人溝通，各地政府也開始用社群媒體當作他們對民眾的溝通工具。然而；我們卻不把社群媒體當作是與政府的溝通的有效途徑，因此本研究的研究焦點就是為什麼人們要參與政府社群媒體。有鑑於政府社群媒體的使用，之前已有研究探討過政府社群媒體的繼續使用意願，但沒有研究是有關於民眾參與政府社會媒體的初衷。本研究根據使用與滿足理論(UGT)提出六個決定因素: 1) 關係價值(對政府的信任)；2) 內容價值(資訊品質與娛樂內容)；3) 社會價值(互動、合作、社會影響) ，因此本研究將從對政府的信任程度、資訊品質、娛樂內容、互動、合作、社會影響這些構面來探討民眾參與政府社群媒體的意願。本研究採線上調查，由印尼公民填寫，共回收有效問卷257份，並用結構方程模型來分析資料。最後，本研究發現對政府的信任程度、資訊品質、合作以及社會影響對民眾參與政府社群媒體的意願有顯著的正向直接影響，令人意外的是，娛樂內容和互動這兩個構面沒有對民眾參與政府社群媒體的意願有顯著影響。

Social media have grown rapidly throughout the world since 2009. Most of people use social media to get the latest information and communicate with others. Therefore, government agencies around the world has begun interest to use the social media as their communication tools to the people. However, people have not seen social media as a useful forum for them to communicate with the government. One particular objective that becomes a focus of this study is the reason why are people following government social media. Consider the government social media use, there were some prior research to understand the continuance intention of social media use in government, but none of them have study about the intention of citizen to follow government social media. There are six proposed determinants that obtained from the Uses and Gratifications Theory (UGT): 1) relationship value (trust in government); 2) content value (information quality and entertaining content; 3) social value (interactivity, collaboration, social influence). Thus, this study aims to identify the influence of trust in government, information quality, entertaining content, interactivity, collaboration, and social influence towards intention to follow government social media. An online survey was conducted in Indonesia and 275 samples of Indonesian citizen were used. The Structural Equation Model was used to analyze the data. Finally, this study revealed that the positive significant direct influence of trust in government, information quality, collaboration and social influence towards intention to follow government social media. Surprisingly, the entertaining content and interactivity are not significant toward intention to follow government social media.

摘要 iv
ABSTRACT v
ACKNOWLEDGEMENT vi
TABLE OF CONTENT vii
LIST OF FIGURES ix
LIST OF TABLES x
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Question 3
1.3 Research Scope 4
1.4 Research Purposes 4
CHAPTER 2 LITERATURE REVIEW 5
2.1 Social Media 5
2.1.1 Social Media Classification 5
2.1.2 Government Social Media Use in Indonesia 7
2.2 Theoretical foundation 9
2.2.1 Uses and Gratifications Theory 9
2.2.2 Trust in government 15
CHAPTER 3 CONCEPTUAL FRAMEWORK 17
3.1 Trust in Government 17
3.2 Expectation of Information Quality 18
3.3 Expectation of Entertaining Content 19
3.4 Expectation of Interactivity 19
3.5 Expectation of Collaboration 20
3.6 Social Influence 20
CHAPTER 4 RESEARCH METHOD 23
4.1 Research Design 23
4.2 Research Instrument and Measurement 24
4.3 Data Collection Process 28
4.4 Respondent Demographics 30
CHAPTER 5 RESULTS ANALYSIS 33
5.1 Data Analysis Method 33
5.2 Reliability Test Result 34
5.3 Convergent and Discriminant Validity 35
5.4 Hypothesis Testing Result 37
5.5 Additional Analysis 40
5.6 Implications to Research and Practice 41
CHAPTER 6 CONCLUSION AND FURTHER STUDY 43
6.1 Conclusion 43
6.1.1 Supported Hypothesis 43
6.1.2 Unsupported Hypothesis 45
6.2 Research Benefits 46
6.2.1 For Academics 46
6.2.2 For Indonesia Government 47
6.2.3 For Public 47
6.3 Limitation and Further research 47
REFERENCES 48
APPENDIX I 59
APPENDIX II 63

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