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研究生:謝欣頤
研究生(外文):Hsin-Yi Hsieh
論文名稱:社群媒體上照片之圖像特徵與人格特質關係之研究
論文名稱(外文):The relationship of the features of photos and personality application of congitive service
指導教授:陳炫碩陳炫碩引用關係
指導教授(外文):Ken Chen
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
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:2019
畢業學年度:107
語文別:中文
論文頁數:37
中文關鍵詞:電腦分析社群媒體五大人格
外文關鍵詞:InstagramMicrosoft azure cognitive service
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隨著近年來社群媒體蓬勃發展,像是以照片為基的社交網站已經成為一種流行媒體,而Instagram目前是全球發展最快速且最多使用者使用的社群媒體,而先前文獻研究主要集中在社交媒體文本上,而本研究目的為Instagram用戶個人特質與其照片特徵之關係。
本研究透過問卷調查法及電腦圖像分析技術,問卷了解受測者之五大人格特質,其每個人格特質再細分成10%至90%程度高低不同,並且對於受測者Instagram帳戶照片進行電腦圖像分析,以五大人格特質作為用戶特徵依變數,而內容類別、顏色、臉部性別做為照片自變數。總計收回有效問卷46位並針對受測者Instagram帳戶進行分析及下載共8,140張照片。
研究顯示(一)照片內容類別的全部變數對外向性、經驗開放性、神經質人格皆沒有顯著影響;但內容類別的部分變數對宜人性、謹慎性有顯著影響。(二)照片顏色的主要前景色彩的全部變數對外向性、經驗開放性、謹慎性人格皆沒有顯著影響;但主要前景色彩的部分變數對宜人性、神經質有顯著影響。(三)照片顏色的主要後景色彩的全部變數對謹慎性、經驗開放性人格皆沒有顯著影響;但主要後景色彩的部分變數對外向姓、宜人性、神經質人格皆有顯著影響。(四)照片顏色的整體影像色彩的全部變數對外向性、經驗開放性人格皆沒有顯著影響;但整體影像色彩的部分變數對謹慎性、宜人性、神經質人格皆有顯著影響。(五)照片臉部的全部變數僅對神經質人格有顯著影響。
With the rapid development of social media, the photo-based social networking sites have become more and more popular. Instagram is the most popular and the fastest growing social media in whole the world.
Previous studies focused on social media text, and this study would focus on the relationship of personality and features of photos of cognitive service.

The big five personality traits was designed as the variables for user characteristics and content category, color and the genders on faces was designed as the variables for photos characteristics.

Computer vision analysis was the main methodology adopted in this study, and questionnaire based on five factor model of personality. The data were based on 46 samples of Instagram users, ranging in the ages under 30. In this research, using Python and Azure API to analyze total 8,140 photos and SPSS21.0 questionnaire was deal with to organize and analyze its data, and proposed the result.

The five main findings are : 1. Content category is associated with openness and neuroticism. 2. domaincolorforegruond of color is associated with extraversion, conscientiousness agreeableness and neuroticism. 3. Domaincolorbackground of color is associated with openness, conscientiousness and neuroticism. 4. Domanincolor of color is associated with openness, extraversion and neuroticism. 5. Gender of faces is associated with extraversion.
第一章 緒論 1
1.1研究背景與動機 1
1.2 研究目的 2
第二章 文獻探討 3
2.1人格特質與社群媒體內容 3
2.2性別與社群媒體內容 3
2.3顏色與社群媒體內容 4
第三章 研究方法 4
3.1資料蒐集與變數說明 4
3.1.1 資料蒐集 4
3.1.2 研究架構 5
3.1.3變數說明 5
3.2 五大人格問卷 8
3.3圖像分析法 9
3.3.1 內容類別構面信度分析 16
3.4皮爾森積差相關係數分析 16
3.5斯皮爾曼等級統計分析 16
第四章 研究結果與討論 17
4.1變數選取與資料來源 17
4.2 圖像特徵與人格特質線性關係 18
4.3 皮爾森積差相關統計分析與斯皮爾曼等級統計分析 20
4.4研究結果 25
第五章 結論 26
5.1研究結論 26
5.2 研究限制及未來研究方向 26
參考資料 27
Andrew J. Elliot1 and Markus A. Maier(2013) Color Psychology: Effects of Perceiving Color on Psychological Functioning in Humans
He, L., Qi, H., & Zaretzki, R. (2014). Image color transfer to evoke different emotions based on color combinations. Signal, Image and Video Processing, 9(8), 1965–1973. https://doi.org/10.1007/s11760-014-0691-y.
Domicele Jonauskaite(2018) What color do you feel? Color choices are driven by mood DOI: 10.1002/col.22327
Kern, M. L., Eichstaedt, J. C., Schwartz, H. A., Dziurzynski, L., Ungar, L. H., Stillwell, D. J., et al. (2014). The online social self: An open vocabulary approach to personality. Assessment, 21(2), 158–169. https://doi.org/10.1177/1073191113514104
Kim, D., Son, S.-W., & Jeong, H. (2014). Large-scale quantitative analysis of painting arts. Scientific Reports, 4, 7370. https://doi.org/10.1038/srep07370.
Kim, J. H., Kim, M. S., & Nam, Y. (2010). An analysis of self-construals, motivations, Facebook use, and user satisfaction. International Journal of Human–Computer Interaction, 26(11-12), 1077–1099.
Kim, W., Ma, Y. N., & Shin, H. G. (2013). Effectiveness of animal-assisted intervention program on depression, anxiety, anger of primary school upper graders. Journal of Emotional Behavioral Disorders, 29(4), 245–271.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251.
Li-Chen Ou,* M. Ronnier Luo, Andre´ e Woodcock, Angela Wright(2003) A Study of Colour Emotion and Colour Preference. Part I: Colour Emotions for Single Colours
Gosling, Samuel , A Augustine, Adam , Vazire, Simine , Holtzman, Nicholas , Gaddis, Sam (2011)Manifestations of Personality in Online Social Networks: Self Reported Facebook-Related Behaviors and Observable Profile Information DO - 10.1089/cyber.2010.0087Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54(3), 402–407. https://doi.org/10.1016/j.paid.2012.10.009.
Yunhwan Kima , Jang Hyun Kim(2018) Using computer vision techniques on Instagram to link users’ personalities and genders to the features of their photos: An exploratory study
Dan-Marius Dobrea1 , Daniel Maxim1 , Stefan Ceparu1(2013) A face recognition system based on a Kinect sensor and Windows Azure cloud technology
Soon-Gyo Jung, Jisun An, Joni Salminen, Bernard J. Jansen (2017) Inferring Social Media Users’ Demographics from Profile Pictures: A Face++ Analysis on Twitter Users
Noelle J. Hum a , Perrin E. Chamberlin a , Brittany L. Hambright a , Anne C. Portwood a , Amanda C. Schat a , Jennifer L. Bevan b(2011) A picture is worth a thousand words: A content analysis of Facebook profile photographs
李仁豪, 陳怡君(2016)IPIP 五大人格量表簡版的發展及其跨 年齡層的測量不變性檢定DOI 10.3966/181665042016121204004
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