臺灣博碩士論文加值系統

社群媒體為現代人重要的溝通工具，使用者對社群媒體則有一定的需求，而在這個資訊爆炸的時代，對於社群媒體的內容以及在社群媒體上互動而存在的人際關係都變得複雜，為因應這些狀況，使用者可能會產生心理及行為上的變化。本研究採用問卷調查法，來探討大學生的Instagram頭像類型與社群媒體使用行為之差異，社群媒體行為中包含了「社群認同」、「社群涉入」、「社群疲乏」以及「社交焦慮」。透過網路問卷共蒐集有效樣本346份，研究結果歸納如下：（一）本研究頭像類型分為12種，最多受測者使用的頭像類型為獨自姿態類型，次之為面部攝影類型，興趣類型則居第三。（二）擇前兩大使用比例之頭像類型作為比較，獨自姿態與面部攝影之頭像類型，在社群認同、社群涉入、社群疲乏以及社交焦慮四個變項上，僅對於社交焦慮之共享內容構面有顯著差異。（三）獨自姿態與面部攝影之頭像類型，在整個社群媒體使用行為的結構模式上有差異。因此，頭像選擇類型不僅顯示大學生自信心的差異，也關係到在社群媒體上人際溝通的方式，影響社群媒體使用行為，以及心理產生的變化。

Social media is an important communication tool for people. It may become necessary to users. In the era of information explosion, the content of social media and the interpersonal relationships that interact on social media are all complicated. In order to respond to the conditions, users may experience psychological and behavioral changes. Using questionnaire survey, this research is studying the difference of college students’ Instagram profile picture types and social media usage behavior. Social media usage behavior included “Social Media Identity”, “Social Media Engagement”, “Social Media Fatigue” and “Social Anxiety”. We collected 346 valid samples through the internet questionnaires. The study concluded the facts as follow:(1) The profile picture type is divided into 12 types. The most used profile picture type is “Alone Posing”, followed by “Face Shot”, and “Interests” is third. (2) Choose the top two ranks of profile picture types as a comparison. There is significant difference in the shared content aspect of social anxiety between “Alone Posing” and “Face Shot”. (3) There is difference in the structural equation modeling of the overall social media usage behavior between “Alone Posing” and “Face Shot”. Therefore, The selection of profile picture type not only shows the difference in self-confidence of college students, but also the way of interpersonal communication on social media. Affecting the social media usage behavior, and the changes in psychology.

謝誌……….……………………………………………………….…………………..I
摘要…………………………………………………………………………..….……II
Abstract..……………………………………………………………………………..III
目錄…………………………………………………………………………………..IV
表目錄………………………………………………………………………………..VI
圖目錄…………………………………………………………………………...….VII
第一章 緒論…………………………………………………………………………..1
第一節 研究背景與動機……………………………………………………1
第二節 研究目的……………………………………………………………3
第三節 研究流程……………………………………………………………4
第四節 研究範圍限制………………………………………………………5
第五節 名詞釋義……………………………………………………………5
第二章 文獻探討……………………………………………………………………..8
第一節 頭像分類……………………………………………………………8
第二節 Instagram與社群媒體異同……………………………………….11
第三節 社群認同…………………………………………………………..14
第四節 社群涉入…………………………………………………………..15
第五節 社群疲乏…………………………………………………………..17
第六節 社交焦慮…………………………………………………………..19
第七節 小結………………………………………………………………..22
第三章 研究方法……………………………………………………………………24
第一節 研究設計…………………………………………………………..24
第二節 問卷設計…………………………………………………………..24
第三節 研究假設與架構…………………………………………………..28
第四節 研究執行…………………………………………………………..31
第四章 資料分析……………………………………………………………………32
第一節 信度與效度分析…………………………………………………..32
第二節 樣本描述…………………………………………………………..35
第三節 背景變項與使用時數及Instagram頭像類型之差異……………38
第四節 使用時數與社群認同、社群涉入、社群疲乏、社交焦慮差異..40
第五節 社群認同、社群涉入、社群疲乏、社交焦慮之相關…………..42
第六節 不同Instagram頭像類型與社群媒體使用行為…………………44
第七節 社群媒體使用行為結構模式……………………………………..45
第八節 分析發現…………………………………………………………..50
第五章 結論與建議…………………………………………………………………55
第一節 研究結論…………………………………………………………..55
第二節 研究限制…………………………………………………………..57
第三節 研究建議…………………………………………………………..57
參考文獻……………………………………………………………………………..59
附錄……………………………………………………….……………………….…66

一、中文部份
科技報橘（2015）。〈當社群媒體陷入集體疲勞，點閱率遠離只是剛好而已〉。上網日期 2018 年 6 月 17 日 ，取自https://www.smartm.com.tw/Article/31383238cea3
徐子文（2015）。《正向解釋訓練對社交焦慮傾向者之解釋偏誤、自尊、焦慮狀態之影響--以大學生為例》。天主教輔仁大學臨床心理學系研究所碩士論文。
徐莞雲、陳筱瑀（2008）。〈焦慮的概念分析〉。《志為護理》，7(3)：65-70。
陳玉玲、王明傑（2011）。《美國心理學會出版手冊:論文寫作格式》，台北:雙 葉書廊。
創市際市場研究顧問公司（2013）。〈智慧型手機使用行為測量報告〉。上網日期 2018 年 6 月 15 日，取自http://www.insightxplorer.com/ news/news_03_23_13
創市際市場研究顧問公司（2014）。〈2014台灣跨屏網路使用行為研究〉。上網日期 2018 年 6 月 15 日，取自http://www.ixresearch.com/news/news_09_29_14/#more-9515
創市際市場研究顧問公司（2016）。〈社群網站Instagram–使用行為調查〉。上網日期2018年6月15日，取自http://www.ixresearch.com/news/news_02_05_16
資訊工業策進會創新應用服務研究所（2017）。〈八成以上台灣人愛用Facebook、Line坐穩社群網站 龍頭 1人平均擁4個社群帳號，年輕人更愛YouTube和IG〉。上網日期 2018 年 6 月 15 日，取自https://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14
維基百科（2018年5月7日）。〈頭像〉。 取自https://zh.wikipedia.org/wiki/%E5%A4%B4%E5%83%8F
蘇郁涵、黎佩芬（2012）。〈Facebook之使用者人格特質、自戀行為暨涉入程度對使用者忠誠度影響 之研究〉。《廣告學研究》。38：51-75。
二、英文部份
Alkış, Y., Kadırhan, Z. & Şat , M. (2017). Development and Validation of Social. Axiety Scale for Social Media Users. Computers in Human Behavior,72, 296-303.
Alt ,D. (2015). College students’ academic motivation, media engagement and fear of missing out. Computers in Human Behavior, 49, 111-119.
Anxiety.org (2016). Is your online addiction making you anxious? Retrieved from https://www.anxiety.org/social-media-causes-anxiety
Barry,C. T. , Sidoti,C. L. ,Briggs, S. M. ,Reiter, S.i R. & Lindsey R. A. (2017). Adolescent social media use and mental health from adolescent and parent perspectives. Journal of Adolescence, 61, 1-11.
Bagozzi, R.P.& Dholakia, U.M. (2002). Intentional social action in virtual. communities. Journal of Interactive Marketing, 16(2) , 2-21.
Burnett, G. (2000). Information exchange in virtual communities: A typology Information Research, 5(4). Retrieved from http://www.informationr.net/
Bright, L. F. , Kleiser, S. B. & Grau, S. L. (2015). Too much Facebook? An. exploratory examination of social media fatigue. Computers in Human Behavior, 44, 148-155.
Bhattacharya, C., Rao, H.& Glynn, M. (1995)Understanding the bond of. identification. Journal of Marketing, 59 (4), 27-43.
Brown M. (2017). Millennials: Instagram the Most Narcissistic Social Media Platform. Retrieved from https://lendedu.com/blog/millennials-instagram-narcissistic-social-media-platform/
Deloitte (2017). Australians are experiencing 'social media fatigue'.Retrieved from https://www.warc.com/newsandopinion/news/australians_are_experiencing_social_media_fatigue/39136
Dhir, A.,Yossatorn, Y.,Kaur, P. & Chen, S. (2018). Online social media fatigue and psychological wellbeing—A study of compulsive use, fear of missing out, fatigue, anxiety and depression. International Journal of Information Management, 40, 141-152.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities.International Journal of Research in Marketing, 21(3), 241-263.
Gay, C. (2017). ANXIETY-COMPARE AND DESPAIR? Retrieved from
http://www.blog.buprojects.uk/2016-2017/chloegay/2017/01/07/anxiety-compare-despair/
Glover, J. & Fritsch,S. L. (2017). #KidsAnxiety and Social Media: A Review. Child and Adolescent Psychiatric Clinics of North America, 27(2),171-182.
Goasduff ,L. & Pettey ,C. (2011). Gartner Survey Highlights Consumer Fatigue with Social Media.Retrieved from https://www.gartner.com/newsroom/id/1766814
Hill ,K. (2017). Deloitte survey of mobile usage trends sees high penetration among the young;fast growth among elders. Retrieved from https://www.rcrwireless.com/20171115/big-data-analytics/deloitte-mobile-usage-trends-shifting-from-addiction-to-etiquette-tag6
Hollebeek, L. (2011). Exploring customer brand engagement: Definition and themes. Journal of strategic Marketing, 19(7), 555-573.
Hoong, C.M. (2017). When tech founders warn of social media fatigue, it's time to listen. Retrieved from https://www.straitstimes.com/singapore/when-tech-founders-warn-of-social-media-fatigue-its-time-to-listen
Huff, T. (2017). The Diagnosis and Treatment of Social Media Fatigue. Retrieved from https://www.socialmediatoday.com/content/diagnosis-and-treatment-social-media-fatigue
Joinson, A. N. (2008). Looking at, looking up or keeping up with people? In M. Czerwinski, A. Lund, & D. Tan (Eds.). Proceeding of the twenty-sixth annual CHI conference , 1027–1036.
Jue, A. L., Marr, J. A., & Kassotakis, M. E. (2010). Social media at work. How. Networking Tools Propel Organizational Performance. A Wiley Imprint, United States of America.
Kazez, R. (2017). Social Media Anxiety Disorder, Explained. Retrieved from
https://www.teenvogue.com/story/social-media-anxiety-disorder
Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 66, 236-247.
Klassen, J. (2014). Social Identity & Social Media. Retrieved from https://prezi.com/6q77yogaxcti/social-identity-social-media/
Kring, A. M., Johnson, S. L., Davison, G. C., & Neale, J. M. (2012). Abnormal
Psychology, 12th Edition. Hoboken, NJ: John Wiley & Sons, Inc.
Lim M. H. , Rodebaugh T. L. , Zyphur M. J. & Gleeson J. F. M. (2016). Loneliness over time: The crucial role of social anxiety. Journal of Abnormal Psychology, 125, 620-630.
Manson M. (2017). The Fear of Missing Out: Or How I Learned to Stop Worrying And Love Instagram. Retrieved from https://markmanson.net/fear-of-missing-out
McCord ,B. , Rodebaugh, T. L. & Levinson , C. A. (2014). Facebook: Social uses and anxiety.Computers in Human Behavior, 34, 23-27.
Mosteller, J. & Poddar, A. (2017). To Share and Protect: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers' Social Media Engagement and Online Privacy Protection Behaviors. Journal of Interactive Marketing, 39, 27-38.
Neumann, P. (2016). What Exactly Is Social Media Engagement? Why Do I Need It? Retrieved from https://socialmediafuze.com/social-media-engagement/
Nosko, A. , Wood , E. & Molema , S. (2010). All about me: Disclosure in online social networking profiles: The case of FACEBOOK. Computers in Human Behavior, 26(3), 406-418.
O’Brien, H. (2016). Theoretical perspectives on user engagement. In H. O’Brien, & P. Cairns (Eds.), Why engagement matters: Cross-disciplinary perspectives of user engagement in digital media (pp. 1–23). Switzerland: Springer.
Oh, J. & Sundar, S. S. (2016). User engagement with interactive media: A. communication perspective. In H. O’Brien, & P. Cairns (Eds.), Why engagement matters: Cross disciplinary perspectives of user engagement in digital media (pp. 177–198). Switzerland: Springer.
Orosz, G., et al. (2015). Four facets of Facebook intensity — The development of the Multidimensional Facebook Intensity Scale. Personality and Individual Differences,100,95- 104.
Pornsakulvanich, V. (2017). Excessive use of Facebook: The influence of. self-monitoring and Facebook usage on social support. Kasetsart Journal of Social Sciences, 39(1), 116-121
Rossiter, K. (2017). Social Media Fatigue Syndrome. Retrieved from https://www.becomingyou.co.za/social-media-fatigue-syndrome/
Przybylski, A. K., Murayama, K., Dehaan, C. R. & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29, 1841-1848.
RSPH (2017). Instagram ranked worst for young people’s mental health. Retrieved from https://www.rsph.org.uk/about-us/news/instagram-ranked-worst-for-young-people-s-mental-health.html
Schlenker , B.R. & Leary , M. R. (1982). Social Anxiety and Self-Presentation: A Conceptualization and Model. Psychological Bulletin, 92(3), 641-669.
Seriously Creative (2017). Social Media Fatigue. Retrieved from https://www.seriouslycreative.ca/social-media-fatigue/
Spielberger, C. D. (1966). Theory and Research on Anxiety. In C. D. Spielberger. (Ed.), Anxiety and behavior. New York, NY: Academic Press.
Strano, M. M. (2008). User descriptions and interpretations of self-presentation. through Facebook profile images. Journal of Psychosocial Research on Cyberspace, 2(2), 5.
Tajfel, H. (1982). Social psychology of intergroup relations. Annual Review of Psychology, 33, 1-39.
Tajfel, H. & Turner, J. (1979). An Integrative Theory of Intergroup Conflict.
This Is Your Brain On Social Media: The College Student Mental Health Crisis(No date).Retrieved from https://unit3projectsite.wordpress.com/about/reason-2/
Techopedia (2011). Social Media Fatigue. Retrieved from https://www.techopedia.com/definition/27372/social-media-fatigue
The hearty soul (2017). Using Social Media is Causing Anxiety, Stress and Depression. Retrieved from https://theheartysoul.com/mental-health-risks-of-social-media/
Tonteri, L., Kosonen, M., Ellonen, H.-K. & Tarkiainen, A. (2011). Antecedents of an experienced sense of virtual community. Computers in Human Behavior, 27(6), 2215-2223.
Wang, T. (2017). Social identity dimensions and consumer behavior in social media. Asia Pacific Management Review, 22(1), 45-51.
Wang, P., Xie, X., Wang, X., Wang, X., Zhao, F., Chu, X., Nie, J. & Lei, L. (2018). The need to belong and adolescent authentic self-presentation on SNSs: A moderated mediation model involving FoMO and perceived social support. Personality and Individual Differences, 128, 133-138.
Watson, D. & Friend, R. (1969). Measurement of social-evaluative anxiety. Journal of Consulting and Clinical Psychology, 33, 448-457.
Wortham, J. (2011). Feel like a wallflower? Maybe it’s your facebook wall.The New York Times. Retrieved from http://www.nytimes.com/2011/04/10/business/ 10ping.html.
Wu, Y.-C. J., Chang, W.-H. & Yuan, C.-H. (2014). Do Facebook profile pictures. reflect user’s personality? Computers in Human Behavior, 51, 880-889.
Zheng, W., Yuan, C.-H., Chang, W.-H. & Wu, Y.-C. J. (2016). Profile pictures on social media: Gender and regional differences. Computers in Human Behavior, 63, 891-898.
Zhu, Y.-Q. & Chen H.-G. (2015). Social media and human need satisfaction:Implications for social media marketing. Business Horizons, 58(3), 335-345.