臺灣博碩士論文加值系統

社群網站發展至今，從一開始單純的提供使用者一個溝通、分享資訊的網站，到現在成為不管是電子商務、各式各樣的粉絲團、政治理念的表達等都積極發展的平臺，因此如何有效地吸引使用者持續使用就是社群網站經營者能否獲利生存的重要關鍵。由於人性傾向受到他人關心，一個友善親和的環境就容易讓人停留，因此，本研究探討親和動機與社群網站持續使用意圖的影響，藉以了解在不同的親和動機面向下，社群網站經營者應該如何提供具有親和的平臺，來讓使用者能夠長久持續使用，以帶來網站最大的利益。
本研究以Facebook使用者為研究對象，採取網路問卷的方式蒐集422份有效樣本，利用Smart PLS 來檢驗本研究模型與研究假說及SPSS進行敘述性統計分析。分析結果顯示，親和動機的四個子構面：情感支持、關注、正向刺激、社會比較會正向地影響社會臨場感，而社會臨場感越高會增加使用者持續使用社群網站的意圖，另外，知覺親密風險對於親和動機與社會臨場感有負向的影響。本研究也會提供理論與實務的意涵以及未來研究的建議。

關鍵字：親和動機、社群網站、社會臨場感、知覺親密風險、持續使用意圖

Social network sites have developed for ages, from the beginning, providing a simple communication, sharing information, and now as a matter of e-commerce, all kinds of fans group, so the expression of political ideas. Past studies have shown that the cost of developing new customer is higher than to retain old customers, so how to effectively attract users to continue to use is the key to profit from and survival. In this study, four sub-dimensions of affiliation motivation on the basis of added social presence as an intermediary variables, the perceived intimate risk as an adjust variables. To understand how’s the difference between different facts of affiliation motivations, and the influence for continued using of social networking sites by users.
In this study, the research object are all Facebook users, This study use the online questionnaire as the research methods, collecting 422 valid samples in the end, , and analyzing the sample data by SmartPLS software tool and statistical analysis and SPSS to validate the model proposed and to test the hypotheses which in this study, the results show that the for sub-dimensions of affiliation motivation：emotional support, attention, positive stimulation and social comparison will positively affect social presence. And the higher level of social presence will have a higher level of Continuance Intention users’ and results also have shown that the perceived intimate risk has no significant impact on continuance intention, perceived intimate risk has no significant regulatory role on the affiliation motivation and social presence. In the end of this study, the author will have the meaning of theory and practice and the suggestions for the future research based on the results.

Keywords：Affiliation motivation、Social Network Site(SNS)、Social Presence、Perceived Intimate Risk、Continuance Intention

謝誌 i
摘要 ii
Abstract iii
目錄 iv
表目錄 vii
圖目錄 viii
1 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究問題 5
1.4 研究步驟 7
1.5 研究流程 8
2 文獻探討 9
2.1 親和動機(Affiliation motivation) 12
2.2 社會臨場感(Social Presence) 18
2.3 知覺親密風險(Perceived Intimate Risk) 20
2.4 持續使用意圖(Continuance Intention) 21
2.5 Stimulus-Organism-Response Model (S-O-R Model) 21
3 研究方法 23
3.1 研究模型 23
3.2 研究假說 24
3.2.1 情感支持對於社會臨場感的影響 24
3.2.2 關注會正向地影響社群網站服務之持續使用意圖 25
3.2.3 正向刺激對社會臨場感的影響 25
3.2.4 社會比較對社會臨場感的影響 26
3.2.5 社會臨場感對於社群網站之持續使用意圖的影響 26
3.2.6 知覺親密風險對於親和動機的影響 27
3.3 研究變數操作型定義與衡量問項 28
3.3.1 研究變項操作型定義 29
3.3.2 親和動機(情感支持、關注、正向刺激、社會比較) 29
3.3.3 社會臨場感 33
3.3.4 知覺親密風險 34
3.3.5 持續使用意圖 35
3.4 研究設計 36
3.4.1 問卷設計 36
3.4.2 抽樣對象與資料收集 36
3.4.3 資料分析方法與工具 36
4 資料分析 37
4.1 回收樣本基本資料分析 37
4.2 敘述性統計分析 39
4.3 研究模型之信、效度檢驗 40
4.3.1 信度分析 40
4.3.2 效度分析 40
4.4 假說檢定 45
4.4.1 假說H1：情感支持會正向地影響社會臨場感 46
4.4.2 假說H2：關注會正向地影響社會臨場感 46
4.4.3 假說H3：正向刺激會正向地影響社會臨場感 46
4.4.4 假說H4：社會比較會正向地影響社會臨場感 47
4.4.5 假說H5：社會臨場感會正向地影響持續使用意圖 47
4.4.6 假說H6：知覺親密風險會負向地影響情感支持對社會臨場感的影響 47
4.4.7 假說H7：知覺親密風險會負向地影響關注對社會臨場感的影響 47
4.4.8 假說H8：知覺親密風險會負向地影響正向刺激對社會臨場感的影響 47
4.4.9 假說H9：知覺親密風險會負向地影響社會比較對社會臨場感的影響 47
5 結論與建議 49
5.1 研究討論 49
5.1.1 問卷填答者基本資料分析 49
5.1.2 情感支持對於社會臨場感的影響關係 50
5.1.3 關注對於社會臨場感的影響關係 50
5.1.4 正向刺激對於社會臨場感的影響關係 50
5.1.5 社會比較對於社會臨場感的影響關係 50
5.1.6 社會臨場感對於持續使用意圖的影響關係 50
5.1.7 知覺親密風險對於親和動機及社會臨場感的影響關係 51
5.2 研究貢獻 51
5.3 實務上意涵 52
5.4 研究限制與建議 52
5.4.1 樣本的限制 52
5.4.2 個人人格特質差異 52
5.4.3 不同的社群網站比較 53
5.4.4 問卷填答的偏誤 53
參考文獻 54
附錄：研究問卷 66

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