臺灣博碩士論文加值系統

資訊及通訊科技日益進步，促成即時通訊軟體的快速成長，而日漸取代傳統手機的功能。人們擁有天生的心理需求，並且是影響行為的關鍵因素。因此通訊軟體的需求-知覺效用-功能(Needs-Affordances-Features; NAF)的關係，值得深入的探討。本研究採用網路外部性與NAF的觀點，探討即時通訊軟體的使用行為。本研究透過網路問卷收集樣本資料，並進行結構方程分析。主要研究發現知覺互補性會顯著影響知覺效用，以及自我呈現、存在信號、扼要表達以及溝通是影響使用者需求的重要因素。本研究認定即時通訊軟體使用者的重要需求與效用，有助改善系統功能與知覺效用，有效增進即時通訊軟體效益與福祉。

The increasing advancement of information and communication technology has contributed to the rapid growth of instant messaging software, which is gradually replacing the functions of traditional mobile phones. People have innate psychological needs and are a key factor affecting behavior. Therefore, the relationship between the Needs-Affordances-Features(NAF) of instant messaging software is worthy of in-depth discussion. This research adopt perspectives of Network Externality and NAF to explore the behavior of using instant messaging software. This research collects sample data through online-survey and conducts structural equation analysis. The results of the research found that perceived complementarity significantly affects affordances, and self-presentation, presence signaling Meta-Voicing and communication are important factors that affect user needs. This research identified the important needs and utility of users of instant messaging software, which will help improve system functions and affordances, and effectively enhance the benefits and well-being of instant messaging software.

摘要 i
ABSTRACT ii
目錄 iii
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
第二章 文獻探討 4
2.1 網路外部性(Network Externality) 4
2.2 需求-知覺效用-功能 4
2.2.1 自我呈現 6
2.2.2 內容分享 6
2.2.3 存在信號 6
2.2.4 關係構成 6
2.2.5 扼要表達 7
2.2.6 溝通 7
2.3 擴充自我 (Extended-self) 8
第三章 研究方法 9
3.1 研究模型 9
3.2 研究假設 10
3.3 研究變數之衡量問項 14
3.3.1 網路外部性 14
3.3.2 即時通訊知覺效用 15
3.3.3 擴充自我 18
3.4 研究設計 20
3.4.1 抽樣設計 20
3.4.2 問卷設計 20
3.4.3 資料分析方法 20
第四章 研究結果與分析 21
4.1 序數性統計分析 21
4.1.1 個人基本資料之敘述性統計 21
4.1.2 研究構面之敘述性統計 23
4.2 測量模型 25
4.2.1 信度分析 25
4.2.2 收斂效度 26
4.2.3 區別效度 28
4.3 結構模型 29
4.3.1 適配度分析 29
4.3.2 結構模型路徑分析與R^2 30
4.3.3 影響效果分析 35
第五章 結論與建議 36
5.1 研究結果 36
5.1.1 網路外部性與知覺效用 36
5.1.2 知覺效用與擴充自我 36
5.1.3 LINE與Facebook 37
5.2 學術意涵 38
5.2.1 網路外部性與知覺效用 38
5.2.2 知覺效用與擴充自我 38
5.2.3 LINE與Facebook 38
5.3 管理意涵 39
5.4 研究限制與未來研究建議 40
參考文獻 41
附錄 46

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