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研究生:陳柏霖
論文名稱:以媒體系統依賴理論的觀點來探討 使用者使用社群網站之動機
指導教授:黃心怡黃心怡引用關係
口試委員:施盛寶劉秀雯
口試日期:2016-06-27
學位類別:碩士
校院名稱:東吳大學
系所名稱:資訊管理學系
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:2017
畢業學年度:105
語文別:中文
論文頁數:64
中文關鍵詞:社群網站媒體系統依賴理論使用者滿意度持續使用意圖
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近年來,社群網站已經是人們生活中不可或缺的社交平台,使用者除了會使用社群網站來經營人際關係,還會閱讀新聞、了解新知、跟隨潮流或話題、甚至獲得娛樂等等,因此,為了深入了解使用者使用社群網站的動機,在本研究中以媒體系統依賴理論的六個構面將做為使用者使用社群網站的「動機」,希望能夠探討使用者使用社群網站的行為,以及當這些行為目的達成時是否會增加滿意度,並且在社群網站中得到的滿意度能正向地影響使用者的持續使用意圖。
本研究採用「問卷調查法」作為研究方法,蒐集有效樣本372份,再以SmartPLS軟體工具分析樣本資料以驗證本研究提出之模型,研究結果顯示使用者在社群網站除了「社會理解依賴」及「互動定向依賴」為不顯著之外,其餘部分皆為正向影響「滿意度」,而在社群網站上的滿意度也正向的增加社群網站的「持續使用意圖」。最後,本研究針對不顯著影響的兩個構面進行討論,並由管理者的角度出發,建議社群網站的經營者能夠掌握使用者的行為進行策略制定。

In recent years, social networking sites have become an integral part to our social communication platform. In addition to using social networking sites to run relationships, users will also read news, learn new stories, follow trends or even entertain on SNSs. Therefore, in order to gain a better understanding of the motivations of users using SNSs. To comprehend online users’ motivations in depth, the six facets of the Media System Dependency theory (Self Understanding, Social Understanding, Action Orientation, Interaction Orientation, Solitary Play and Social Play Dependency Relations) will serve as “Motivation" for users in this study and try to figure out the user behavior on SNSs. Furthermore, this study hypothesizes that satisfaction positively affects individuals’ continuance intention.
This study uses the online “questionnaire” as the research method, collecting 372 valid samples, and analyzing the sample data by SmartPLS software tool to validate the model proposed in this study. The results showed that the users’ “Social Understanding” and “Interaction Orientation” has negative moderating effect on satisfaction, and the rest motivations positively affect satisfaction. Furthermore, this study indicates that satisfaction positively affects individuals' continuance intention. Finally, this study discusses the two facets that do not significantly affect. From the manager's point of view, we suggest that the operators of the SNSs should grasp the behavior of the users and develop business or marketing decisions.

目錄
摘要 2
Abstract 3
目錄 4
圖目錄 5
表目錄 5
第一章 緒論 6
1.1研究背景與動機 6
1.2研究問題與目的 8
1.3研究範圍與對象 9
第二章 文獻探討 11
2.1社群網路服務(Social Network Sites) 11
2.2媒體系統依賴理論 15
2.2.1理解依賴(Understanding Dependency) 22
2.2.2定向依賴(Orientation Dependency) 22
2.2.3娛樂依賴(Play Dependency) 23
2.3滿意度(Satisfaction) 24
2.4持續使用意圖(Continuance Intention) 25
第三章 研究模型與假說 26
3.1研究模型 26
3.2研究假說 26
3.3研究設計 31
3.4問卷調查 35
第四章 資料分析 37
4.1信效度分析 38
4.2模式與假說驗證 42
第五章 結論與建議 45
5.1結論 45
5.2學術與管理意涵 49
5.3研究限制 51
5.4未來研究建議 52
參考文獻 53
附錄 正式問卷 60

圖目錄
圖1.研究流程圖 10
圖2.媒介依賴理論觀點之社會、媒體與閱聽人三者相互關係圖 17
圖3.研究模型 26

表目錄
表1. 虛擬社群與社群網站定義整理 13
表2. 個人與人際依賴關係 19
表3. 過去媒體研究內容 21
表4. 研究構面之操作型定義 32
表5. 問卷題項衡量 32
表6. 基本資料統計表 36
表7. 相關係數表 39
表8. 信效度分析表 40
表9. 交叉因素負荷量分析 41
表10. PLS分析結果 43
表11. 研究假說驗證結果 44


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