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研究生:羅福賢
研究生(外文):Lo, Fu-Hsien
論文名稱:參與Facebook之知覺同質性對社會網絡與社會資本的影響
論文名稱(外文):The Homogeneity of Cognition in Facebook: The Effects of social network and the social capital
指導教授:董玉娟董玉娟引用關係
指導教授(外文):Tung, Yu-Chuan
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:人力資源發展系
學門:商業及管理學門
學類:其他商業及管理學類
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:100
中文關鍵詞:認知/知覺社會網絡社會資本
外文關鍵詞:cognitionsocial networksocial capital
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近年來由於Web 2.0的蓬勃發展,許多社交網站紛紛成立,例如Twitter、 Plurk、 YouTube、 Facebook等網站都是作為社交網站的範例。
  社交網站的出現,使得網路使用者能夠有效表現自我,並且與他人建立關係,進而達到互動交流之目的,社交網站的使用可說是蔚為風潮。
  而本研究以最具代表性的社會網絡網站-Facebook 為研究標的。針對台灣地區的Facebook使用者進行網路問卷的調查。收集相關樣本後,以SPSS統計軟體進行分析。
本研究以知覺同質性的觀點,探討影響有關Facebook會員的社會網絡與社會資本的因素。
Due to the population of Web 2.0, many social network Web sites, such as Twitter, Plurk, YouTube and Facebook, have been emerged.
Social network sites and their services emerged and grew drastically in recent years. Social network sites not only enable users to effectively express themselves, but also allow users to communicate and interact with others, building sound and meaningful relationships.
This research object is Facebook, the most representative website in Social Network Service (SNS). The research was conducted through online surveys, and Facebook users were chosen as the research subjects in Taiwan.After collecting samples by questionnaires, it then took SPSS to analyze and explain the result of the analysis.
This research is to discuss the influence of factor about Facebook “Friends” social network and social capital based upon homogeneity of cognition perspective.
致 謝 辭........................................................................................................................ I
摘 要....................................................................................................................... II
Abstract ........................................................................................................................ III
目錄.............................................................................................................................. IV
表目錄........................................................................................................................... V
圖目錄........................................................................................................................ VII
第壹章 緒論.................................................................................................................. 1
第一節 研究背景與動機...................................................................................... 1
第二節 研究目的.................................................................................................. 4
第三節 研究流程.................................................................................................. 5
第貳章 文獻探討.......................................................................................................... 6
第一節 知覺層面.................................................................................................. 6
第二節 知覺同質性與社會網絡........................................................................ 11
第三節 社會資本於社群網絡............................................................................ 17
第四節 知覺同質性、社會網絡與社會資本.................................................... 24
第參章 研究方法........................................................................................................ 29
第一節 研究架構................................................................................................ 29
第二節 研究變項之衡量.................................................................................... 30
第三節 研究對象與樣本基本資料分析............................................................ 36
第四節 各量表的信度與效度分析.................................................................... 40
第肆章 研究結果........................................................................................................ 54
第一節 各研究變項之相關分析........................................................................ 54
第二節 各研究變項之迴歸分析........................................................................ 59
第三節 中介效果分析........................................................................................ 67
第伍章 結論與建議.................................................................................................... 74
第一節 研究結論................................................................................................ 74
第二節
實務意涵................................................................................................ 84
第三節 研究限制與後續研究建議.................................................................... 85
參考文獻...................................................................................................................... 87
一、英文部份...................................................................................................... 87
二、中文部份...................................................................................................... 96
表目錄
表3-2-1 知覺同質性量表 .......................................................................................... 30
表3-3-2 密度量表 ...................................................................................................... 31
表3-2-3 友誼量表 ...................................................................................................... 31
表3-2-4 互惠量表 ...................................................................................................... 31
表3-2-5 非正式互動量表 .......................................................................................... 32
表3-2-6 親密量表 ...................................................................................................... 32
表3-2-7 頻率量表 ...................................................................................................... 33
表3-2-8 跨越型社會資本量表 .................................................................................. 33
表3-2-9 凝聚型社會資本量表 .................................................................................. 34
表3-2-10 維持型社會資本量表 ................................................................................ 35
表3-3-1 基本資料分析 .............................................................................................. 37
表3-3-2 Facebook使用者的朋友人數 ...................................................................... 39
表 3-4-1 Facebook使用者對熟識好友的知覺同質性信效度分析結果 .................. 41
表 3-4-2 Facebook使用者對不熟朋友的知覺同質性信效度分析結果 .................. 41
表 3-4-3 Facebook使用者對熟識好友的密度、友誼、互惠信效度分析結果 ...... 43
表 3-4-4 Facebook使用者對不熟朋友的密度、友誼、互惠信效度分析結果 ...... 44
表 3-4-5 Facebook使用者對熟識好友的非正式互動、親密信效度分析結果 ...... 45
表 3-4-6 Facebook使用者對不熟朋友的非正式互動、親密信效度分析結果 ...... 46
表 3-4-7 Facebook使用者對熟識好友的頻率信效度分析結果 .............................. 47
表 3-4-8 Facebook使用者對不熟朋友的頻率信效度分析結果 .............................. 47
表 3-4-9 Facebook使用者對熟識好友的跨越型社會資本、凝聚型社會資本信效度
分析結果 ..................................................................................................... 49
表3-4-10 Facebook 使用者對不熟朋友的跨越型社會資本、凝聚型社會資本信效
度分析結果 ................................................................................................. 51
表3-4-11 Facebook 使用者對熟識好友的維持型社會資本信效度分析結果 ........ 52
表3-4-12 Facebook 使用者對不熟朋友的維持型社會資本信效度分析結果 ........ 53
表4-1-1 Facebook使用者的成員(熟識好友部份)相關分析結果
...................... 56
表4-1-2 Facebook使用者的成員(不熟朋友部份)相關分析結果 ...................... 58
表4-2-1 FB使用者的知覺同質性與其「熟識的好友」的社會網絡之迴歸分析 . 60
表4-2-2 FB使用者的知覺同質性與其「不熟的朋友」的社會網絡之迴歸分析 . 62
表4-2-3 FB使用者的「熟識的好友」的社會網絡與其社會資本之迴歸分析 ..... 64
表4-2-4 FB使用者的「不熟的朋友」的社會網絡與其社會資本之迴歸分析 ..... 66
表4-3-1 FB使用者的知覺同質性與其「熟識的好友」的社會資本之迴歸分析 . 68
表4-3-2 FB使用者的知覺同質性與其「不熟的朋友」的社會資本之迴歸分析 . 69
表4-3-3 FB成員的知覺同質性與「熟識的好友」的社會網絡和其社會資本之迴
歸分析 ......................................................................................................... 71
表4-3-4 FB成員的知覺同質性與「不熟的好友」的社會網絡和其社會資本之迴
歸分析 ......................................................................................................... 73
表5-1-1 H1 & H2 檢驗結果 ...................................................................................... 76
表5-1-2 H3 & H4 檢驗結果 ...................................................................................... 78
表5-1-3 H5 & H6 檢驗結果 ...................................................................................... 81
圖目錄

圖1-3-1 研究流程圖 ................................................................................................... 5
圖3-1-1 研究架構 ..................................................................................................... 29
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二、中文部份

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