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研究生:許毓瑄
研究生(外文):HSU, YU-HSUAN
論文名稱:拓展或減卻?自我監控及社會資本對Instagram使用者動機與行為之影響
論文名稱(外文):Upshifting or Downshifting? The Effects of Self-Monitoring and Social Capital on Instagram Users’ Motivation and Behavior.
指導教授:李文玄李文玄引用關係
指導教授(外文):LEE, WEN HSUAN
口試委員:陳心田楊偉顥李文玄
口試委員(外文):CHEN, SHIN-TIENYANG, WEI-HAOLEE, WEN HSUAN
口試日期:2020-01-14
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:2020
畢業學年度:108
語文別:中文
論文頁數:120
中文關鍵詞:Instagram自我監控社會資本使用動機結構方程模式
外文關鍵詞:InstagramSelf-MonitoringSocial CapitalUse MotivationStructural Equation Modeling
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由於網際網路發展迅速,社群網站已然成了人們傳遞資訊、溝通與互動的主要工具。基於此趨勢,本研究以社群網站Instagram的使用者為研究對象,探討這些使用者的自我監控程度以及社會資本認知對其Instagram使用動機與行為之影響。回收之有效樣本共584份,本研究首先透過探索性與驗證性因素分析,萃取出的個人自我監控傾向有尷尬彆扭、見風轉舵以及善於掩飾等三個構面;社會資本認知則有黏結型社會資本和橋接型社會資本兩構面;使用者的使用原因則包括因為Instagram的功能很多樣、使用者感到枯澀無趣,以及可以用來紀錄事件等三個因素;使用者的使用行為包括積極性行為與消極性行為。接著,再以結構方程模式進行路徑分析,驗證自我監控、社會資本與Instagram使用原因及其行為間之關係。
研究結果顯示,使用者的尷尬彆扭傾向會觸發其想要紀錄事件之動機,使用者的見風轉舵傾向亦會正向影響受測者隨時偵測Instagram上枯澀無趣之人事物。然而,除黏結型社會資本對受測者使用Instagram來紀錄事件之原因沒有正向顯著影響外,兩種社會資本皆正向影響Instagram的其它使用原因。在諸多Instagram使用原因中,除紀錄事件對消極性行為沒有正向顯著影響外,其餘使用原因皆正向影響Instagram積極性行為與消極性行為。本研究建議Instagram粉絲團的經營者或是社群平台的業者,見風轉舵傾向越高的使用者,會正向影響其隨時地去偵測與察覺在Instagram或者其他社群平台上較枯澀無趣的人事物,進而越會做出如退追蹤、退訂閱甚至封鎖帳號等消極性的行為。本研究歸納之結論可以供廠商、粉絲團以及平台業者參考,並替社群媒體以及受眾開創新的研究面向。
Due to the rapid development of the Internet, social networking sites have become the main tools for people to communicate and interact with each other. Based on this trend, the study takes the users of the social networking site Instagram as the research object and explores the impact of user self-monitoring tendency and social capital cognition on IG heavy users’ motivation and behavior. 584 participants engage in this study. By the exploratory and confirmatory factor analyses, the study first confirms the key constructs for the independent variables, Self-monitoring and Social capital, and mediators, personal motivation for engaging in IG. Moreover, the author develops the indicators for IG users’ positive and, conversely, negative behaviors. Next, a path analysis is performed using structural equation modeling (SEM) to verify the relationship between self-monitoring, social capital, the reasons for Instagram use and their behavior.
The results show that users’ awkward tendency triggers a motive for documentation by IG; the users’ tendency to take advantage of the situation also positively affect them to detect all tedious things on Instagram. However, there is no significant relationship between users’ bonding social capital and motivation for documentation while both of social capitials positively affect users’ other motivations of IG usage and two types of behaviors. The study reminds all managers of Instagram fan groups and the operators of social platforms don’t neglect the existence of negative behaviors such as blocking or unfollowing other IG users and celebrities and even deleting the photos they post before due to their perceptions of social capitals and personal reasons. The findings of this study can also be used as consultations for all retail merchants, fan groups of social platform operators, and for the researches in marketing and e-commerce domains.
明志科技大學碩士學位論文指導教授推薦書 i
明志科技大學碩士學位論文口試委員會審定書 ii
誌謝 iii
摘要 iv
Abstract v
目錄 vii
圖目錄 x
表目錄 xi
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
第二章 文獻回顧 5
第一節 自我監控 5
一、自我監控之定義與概念 5
二、自我監控之相關研究 8
第二節 社會資本 11
一、社會資本之定義與概念 11
二、社會資本之分類 12
三、社會資本之傳統研究 16
四、社會資本與網路社群之相關研究 17
第三節 使用與滿足理論 21
一、使用與滿足基本概念與假設 21
二、使用與滿足批評與價值 26
三、人格特質對使用與滿足的影響 28
四、社會資本對使用與滿足的影響 29
五、使用與滿足與媒體使用之相關研究 30
第三章 研究方法 37
第一節 研究架構與研究問題 37
第二節 變數之操作型定義與衡量 39
一、自變數 39
二、中介變數 43
三、應變數 51
第四章 研究結果 52
第一節 基本資料描述 52
第二節 探索性因素分析 55
一、自我監控因素分析結果 55
二、社會資本因素分析結果 58
三、Instagram使用原因之因素分析結果 60
四、Instagram使用行為之因素分析結果 62
第三節 研究問題驗證與分析 64
一、衡量模型之驗證性因素分析 64
二、結構模型之驗證性因素分析 74
第五章 結論與建議 82
第一節 研究結論 82
第二節 學術貢獻與實務意涵 85
一、學術貢獻 85
二、實務貢獻 86
第三節 研究限制與後續研究建議 87
一、研究限制 87
二、後續研究建議 87
參考文獻 88
附錄A:前測一問卷 103
附錄B:前測一問卷彙整 105
附錄C:前測二問卷 112
附錄D:正式問卷 116

圖目錄
圖2-1 Rosengren (1974) 使用與滿足架構圖 23
圖2-2 McLeod和Becker (1981) 使用與滿足模式 25
圖3-1 研究架構 37
圖4-1 整體衡量模型驗證性因素分析初始結構 66
圖4-2 修正後整體衡量模型驗證性因素分析結構 70
圖4-3 研究架構模型路徑分析結果 75

表目錄
表3-1 自我監控之量表 40
表3-2 (a) 黏結型社會資本之量表 41
表3-2 (b) 橋接型社會資本之量表 42
表3-3 Instagram之各種使用行為 45
表3-4 Instagram之各種使用原因 46
表3-5 Instagram各種使用行為之頻率 48
表3-6 前測歸納Instagram使用原因之因素分析結果 49
表3-7 Instagram積極性與消極性行為衡量題項 51
表4-1 受測者之基本資料敘述統計 53
表4-2 受測者之Instagram使用狀況敘述統計 54
表4-3 正式施測歸納自我監控之因素分析結果 57
表4-4 正式施測歸納社會資本之因素分析結果 59
表4-5 正式施測歸納Instagram使用原因之因素分析結果 61
表4-6 正式施測歸納Instagram使用行為之因素分析結果 63
表4-7 整體衡量模型誤差變異數分析結果 68
表4-8 整體衡量模型潛在變數與觀察變項分析結果 69
表4-9 修正後之整體衡量模型誤差變異數分析結果 71
表4-10 修正後之整體衡量模型潛在變數與觀察變項分析結果 72
表4-11 修正後之整體衡量模型驗證性因素分析配適結果 73
表4-12 研究結構模型配適度分析結果 74
表4-13 研究結構模型路徑分析結果 76
表4-14 中介效果統計量分析結果 80
表4-15 研究問題驗證結果 81
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Internet World Stats (2020)。WORLD INTERNET USAGE AND POPULATION STATISTICS 2019 Year-End Estimates。上網日期:2020年3月22日,檢自:https://www.internetworldstats.com/stats.htm
Statista (2019)。Number of monthly active Instagram users from January 2013 to June 2018 (in millions)。上網日期:2019年9月19日,檢自:https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/
We Are Social (2019)。THE STATE OF DIGITAL IN APRIL 2019: ALL THE NUMBERS YOU NEED TO KNOW。上網日期:2019年9月19日,檢自:https://wearesocial.com/blog/2019/04/the-state-of-digital-in-april-2019-all-the-numbers-you-need-to-know
台灣網路資訊中心 (2019)。2019台灣網路報告。上網日期:2020年3月22日,檢自:https://report.twnic.tw/2019/index.html
創世際 (2018)。創市際『誰在看你的限時動態?年輕網友愛看愛分享』調查。上網日期:2019年9月21日,檢自:https://www.ixresearch.com/news/news_10_25_18
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