臺灣博碩士論文加值系統

Facebook為台灣最受歡迎的社交網站，以實名制的方式註冊並且鼓勵使用者彼此互動。由於社交網站的核心價值是「人」，因此，本研究基於使用與滿足理論探討社交網站的參與因素，主要目的在於利用社交網站強度、行動社交應用程式的使用以及自我揭露探討人際關係的改變。
本研究採用網路問卷作調查，研究對象為Facebook的使用者，回收351份有效問卷，並使用SmartPLS2.0結構方程模式來驗證研究模型內各變數之間的關係。研究結果顯示資訊性、娛樂性、社交性以及社會支持對社交網站的強度有顯著的正向影響。研究結果也顯示社交網站強度、行動社交應用程式的使用以及自我揭露對事後人際關係的改變有顯著的正向影響。
本研究擴大了社交網站的相關研究，除了探討參與因素外，也證實了社交網站的使用與人際關係之間的關係，綜合以上所述，本研究對於學術界以及實務界有良好的啟示。

Facebook, one of the most popular social network sites in Taiwan, encourages its users to register with their real name and interact with friends. Because the core value of social network sites stems from people, this study explore participation factor of social network sites based on use and gratifications theory. And the purpose of this study is to use social network sites intensity, use of SNS mobile applications and self-disclosure to discuss interpersonal relation change.
Data for this study were collected from 351 Facebook users and validated structured equation modeling with SmartPLS 2.0. The results show that information, entertainment, socializing and social support have significant positive impacts on social network sites intensity. The results also show that use SNS intensity, use of SNS mobile apps and self-disclosure have significant positive impacts on post-hoc interpersonal relation change.
This study expanded social network sites research, in addition to explore the participation factor and also confirmed the relationship between social network sites intensity for interpersonal relationships, the above, the results of this study for the implication of research and practice are good inspiration.

目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 社交網站背景介紹 7
第二節 使用與滿足理論 12
第三節 社交網站參與因素之探討 17
第四節 自我揭露 25
第五節 社交型App的使用 29
第六節 人際關係與互動 31
第三章 研究方法 33
第一節 研究模式 33
第二節 研究假說推導與建立 34
第三節 研究變數之操作型定義 43
第四節 研究設計 44
第四章 資料分析 47
第一節 敘述性統計分析 47
第二節 信度與效度分析 50
第三節 研究假說檢定 53
第四節 中介效果之驗證 58
第五章 結論與建議 65
第一節 研究結論 65
第二節 研究貢獻 68
第三節 研究限制 70
第四節 未來研究方向 71
參考文獻 72
附錄 81

【網站資料】
資策會(2014)。百大APP活躍使用者的調查分析報告。上網日期：2014年11月，檢自：http://www.iii.org.tw/Service/3_1_1_c.aspx?id=1356
創市際市場研究顧問(2014)。社群服務調查暨台灣社群相關網站使用概況 上網日期：2014年10月檢自：http://news.ixresearch.com/?p=7549#more-7549
歐斯瑞 (2015)。2015 FACEBOOK擴大來台，你該知道的最新臉書統計數據!。上網日期：2015年4月，檢自：http://www.astralweb.com.tw/2015-facebook-statistics/
Compete.com, Inc. (2009, February 9). Social Networks: Facebook Takes Over Top Spot, Twitter Climbs. Retrieved September 30, 2014, from https://blog.compete.com/2009/02/09/facebook-myspace-twitter-social-network/
ComScore, Inc, (2009, August 2). 2 Million More Australians Go Social in 2009. Retrieved September 30, 2014, from http://www.comscore.com/Insights/Press-Releases/2009/8/2-Million-More-Australians-Go-Social-in-2009
We Are Social, (2014). Social, Digital & Mobile in APAC. Retrieved April 30, 2015, from http://www.slideshare.net/wearesocialsg/social-digital-mobile-in-apac.

【中文部份】
翁秀琪 (1992)。大眾傳播理論與實證-初版。台北：三民。

【英文部份】
Abbey, A. (1993). The effect of social support on emotional well-being. Presented at the First International Symposium on Behavioral Health, Nags Head, NC.
Alhabash, S., Chiang, Y. H., & Huang, K. (2014). MAM & U&G in Taiwan:Differences in the uses and gratifications of Facebook as a function of motivational reactivity. Computers in Human Behavior, 35, 423-430.
Al-Saggaf, Y., & Nielsen, S. (2014). Self-disclosure on Facebook among female users and its relationship to feelings of loneliness. Computers in Human Behavior, 36, 460-468.
Altman, I., & Taylor, D. (1973). Social penetration: The development of interpersonal relationships. New York, NY: St. Martin’s Press.
Apaolaza, V., He, J., & Hartmann, P. (2014). The effect of gratifications derived from use of the social networking site Qzone on Chinese adolescents’ positive mood. Computers in Human Behavior, 41, 203-211.
Babrow, A.S. (1987). Student motives for watching soap operas. Journal of
Broadcasting and Electronic Media, 31(3), 309-321.
Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of interactive marketing, 16(2), 2-21.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Bauer, R. (1964). The obstinate audience: The influence process from the point of view of social communication. American Psychologist, 19(5), 319.
Bazarova, N. N., & Choi, Y. H. (2014). Self‐Disclosure in Social Media: Extendingthe Functional Approach to Disclosure Motivations and Characteristics on Social Network Sites. Journal of Communication, 64(4), 635-657.
Berelson, B. (1949). What “missing the newspaper” means. In P. F. Lazarsfeld & F. N. Stanton (Eds.),Communication research 1948–1949 (pp. 111–129). New York: Harper.
Blumler, J. G. (1979). The role of theory in uses and gratifications studies. Communication research, 6(1), 9-36.
Brandtzæg, P. B., & Heim, J. (2009). Why people use social networking sites. In Online communities and social computing (pp. 143-152). Springer Berlin Heidelberg.
Bonds-Raacke, J., & Raacke, J. (2010). MySpace and Facebook: Identifying dimensions of uses and gratifications for friend networking sites. Individual Differences Research, 8(1), 27-33.
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.
Chang, A. M., Kannan, P. K., and Whinston, A. B. (1999), Consumers’extent of evaluation in brand choice. The Journal of Business, 72(2), 229-251
Chang, C. W., & Chen, G. M. (2014). College students’ disclosure of location-related information on Facebook. Computers in Human Behavior, 35, 33-38
Chen, G. M. (2011). Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in Human Behavior, 27(2), 755-762.
Chen, R. (2013). Living a private life in public social networks: An exploration of member self-disclosure. Decision support systems, 55(3), 661-668.
Chen, Q., & Wells, W.D. (1999). Attitude toward the site. Journal of Advertising Research,39(5), 27-37.
Chuan-Chuan Lin, J., & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International journal of information management, 20(3), 197-208
Cobb, S. (1976). Social support as a moderator of life stress. Psychosomatic medicine, 38(5), 300-314.
Cozby, P. C. (1973). Effects of density, activity, and personality on environmental preferences. Journal of Research in Personality, 7(1), 45-60
Cutler, N. E., & Danowski, J. A. (1980). Process Gratification in Aging Cohorts. Journalism Quarterly, 57(2), 269-76.
Derlega, V., Metts, S., Petronio, S., & Margulis, S. T (1993). Self-disclosure. SAGE Publications.
Derlega, V. J., and Grzelak, J. "Appropriateness of self-disclosure," Self-disclosure: Origins, patterns, and implications of openness in interpersonal relationships) 1979, pp 151-176.
Delone, W. H. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems,19(4), 9-30.
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.
Dunne, Á., Lawlor, M. A., & Rowley, J. (2010). Young people's use of online social networking sites–a uses and gratifications perspective. Journal of Research in Interactive Marketing, 4(1), 46-58.
Elliott W.R. and Rosenberg, W.L. (1987). The 1985 Philadelphia newspaper strike: auses and gratifications study. Journalism Quarterly, 64(4), 679-687.
Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.
Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gamble, T. K., & Gamble, M. W. (2013). Interpersonal Communication: Building Connections Together. SAGE Publications.
Guilford, J. (1965). Introduction to analysis of variance. Fundamental statistics in psychology and education, 4th edn. New York: McGraw-Hill, 268-303.
Greene, K., Derlega, V. J., & Mathews, A. (2006). Self-disclosure in personal relationships. The Cambridge handbook of personal relationships, 409-427
Gwebu, K. L., Wang, J., & Guo, L. (2014). Continued usage intention of multifunctional friend networking services: A test of a dual-process model using Facebook. Decision Support Systems, 67, 66-77.
Ha, Y. W., Kim, J., Saenz, C. F. L., Chang, Y., & Park, M. C. (2015). Use and Gratifications of Mobile SNSs: Facebook and KakaoTalk in Korea. Telematics and Informatics.
Hagel, J., & Armstrong, A. G. (1997). Net gain: expanding markets throughvirtual communities. Boston, MA: Harvard Business School Press.
Hair, J., Black, B., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis 7th Pearson Prentice Hall. Upper Saddle River, NJ.
Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing withYouTube: Blending mass communication reception and social connection.Journal of Broadcasting & Electronic Media, 53(2), 317-335.
Haythommthwaite, K. (2005). Characterized social networks as having the following components: Actors. New York: Nodes.
Hillery, G. A. (1955). Definitions of community: Areas of agreement. Rural sociology, 20, 111-123.
Hollenbaugh, E. E., & Ferris, A. L. (2014). Facebook self-disclosure: Examining the role of traits, social cohesion, and motives. Computers in Human Behavior, 30, 50-58.
House, J. S. (1987, December). Social support and social structure. InSociologicalForum (Vol. 2, No. 1, pp. 135-146). Kluwer Academic Publishers.
Huang, L. Y., Hsieh, Y. J., & Wu, Y. C. J. (2014). Gratifications and social network service usage: The mediating role of online experience. Information & Management, 51(6), 774-782.
Ishii, K. (2006). Implications of mobility: The uses of personal communication media in everyday life. Journal of Communication, 56(2), 346-365.
Jung, N. Y., Kim, S., & Kim, S. (2014). Influence of consumer attitude toward online brand community on revisit intention and brand trust. Journal of Retailing and Consumer Services, 21(4), 581-589.
Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.
Kang, Y. S., & Lee, H. (2010). Understanding the role of an IT artifact in online service continuance: An extended perspective of user satisfaction. Computers in Human Behavior, 26(3), 353-364
Katz, E., Blumler, J. G., and Gurevitch, M. (1974). Utilizaton of Mass Communicaton by Individual. The Uses of Mass Communication. Beverly Hills, CA: Sage.
Kim, W., Jeong, O. R., & Lee, S. W. (2010). On social Web sites. Information Systems, 35(2), 215-236.
Kim, Y., Sohn, D., & Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students. Computers in Human Behavior, 27(1), 365-372.
Kisekka, V., Bagchi-Sen, S., & Raghav Rao, H. (2013). Extent of privateinformation disclosure on online social networks: An exploration ofFacebook mobile phone users. Computers in Human Behavior, 29(6),2722-2729.
Ko, H. C. (2013). The determinants of continuous use of social networking sites: An empirical study on Taiwanese journal-type bloggers’ continuousself-disclosure behavior. Electronic Commerce Research andApplications, 12(2), 103-111.
Ko, H., Cho, C. H., & Roberts, M. S. (2005). Internet uses and gratifications: a structural equation model of interactive advertising. Journal of advertising,34(2), 57-70.
Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39, 53-68.
Kraut, R., Patterson, M., Lundmark, V., Kiesler, S., Mukophadhyay, T., & Scherlis, W.(1998). Internet paradox: A social technology that reduces social involvement and psychological well-being?. American psychologist, 53(9), 1017.
Ku, Y. C., Chu, T. H., & Tseng, C. H. (2013). Gratifications for using CMC technologies: A comparison among SNS, IM, and e-mail. Computers in human behavior, 29(1), 226-234.
Kwak, K. T., Choi, S. K., & Lee, B. G. (2014). SNS flow, SNS self-disclosure and post hoc interpersonal relations change: Focused on Korean Facebook user. Computers in Human Behavior, 31, 294-304.
Ledbetter, A. M., Mazer, J. P., DeGroot, J. M., Meyer, K. R., Mao, Y., & Swafford, B. (2010). Attitudes toward online social connection and self-disclosure as predictors of Facebook communication and relational closeness. Communication Research.
Lee, C. S., & Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. Computers in Human Behavior, 28(2), 331-339.
Lee, S. Y. (2014). How do people compare themselves with others on social network sites?: The case of Facebook. Computers in Human Behavior, 32, 253-260.
Leung, L. (2006). Stressful life events, motives for Internet use, and social support among digital kids. CyberPsychology & Behavior, 10(2), 204-214.
Lin, K. Y., & Lu, H. P. (2011). Intention to continue using Facebook fan pages from the perspective of social capital theory. Cyberpsychology, Behavior, and Social Networking, 14(10), 565-570.
Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161.
Liu, D., & Brown, B. B. (2014). Self-disclosure on social networking sites, positive feedback, and social capital among Chinese college students. Computers in Human Behavior, 38, 213-219.
Luo, M. M., & Remus, W. (2014). Uses and gratifications and acceptance of Web-based information services: An integrated model. Computers in Human Behavior, 38, 281-295.
Marsden, P. V., & Campbell, K. E. (1984). Measuring tie strength. Social forces, 63(2), 482-501.
Mazer, J. P., Murphy, R. E., & Simonds, C. J. (2007). I'll see you on“Facebook”:The effects of computer-mediated teacher self-disclosure on student motivation, affective learning, and classroom climate. Communication Education, 56(1), 1-17.
Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Webcontext. Information & Management, 38(4), 217-230.
Morgan, C., & Cotten, S. R. (2003). The relationship between Internet activities and depressive symptoms in a sample of college freshmen. CyberPsychology & Behavior, 6(2), 133-142.
Nikou, S., & Bouwman, H. (2014). Ubiquitous use of mobile social network services. Telematics and Informatics, 31(3), 422-433.
Nosko, A., Wood, E., & Molema, S. (2010). All about me: Disclosure in online socialnetworking profiles: The case of FACEBOOK. Computers in Human Behavior, 26(3), 406-418.
Papacharissi, Z., & Mendelson, A. (2010). 12 Toward a new (er) sociability: uses, gratifications and social capital on Facebook. Media perspectives for the 21st century, 212.
Papacharissi, Z., & Rubin, A. M. (2000). Predictors of Internet use. Journal of Broadcasting & Electronic Media, 44(2), 175-196.
Park, E., Baek, S., Ohm, J., & Chang, H. J. (2014). Determinants of player acceptance of mobile social network games: An application of extended technology acceptance model. Telematics and Informatics, 31(1), 3-15.
Park, J. H., Gu, B., Leung, A. C. M., & Konana, P. (2014). An investigation of information sharing and seeking behaviors in online investment communities.Computers in Human Behavior, 31, 1-12.
Park, N., Kee, K. F., & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. CyberPsychology & Behavior, 12(6), 729-733.
Pempek, T. A., Yermolayeva, Y. A., & Calvert, S. L. (2009). College students'social networking experiences on Facebook. Journal of Applied Developmental Psychology, 30(3), 227-238.
Phang, C. W., Kankanhalli, A., & Sabherwal, R. (2009). Usability and sociability in online communities: A comparative study of knowledge seeking and contribution. Journal of the Association for Information Systems, 10(10), 2.
Pornsakulvanich, V., Haridakis, P., & Rubin, A. M. (2008). The influence of dispositions and Internet motivation on online communication satisfaction and relationship closeness. Computers in human behavior, 24(5), 2292-2310.
Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. CyberPsychology and Behavior, 11(2), 169–174.
Ridings,and Gefen (2004). Virtual community attraction: Why people hang out online. Journal of Computer‐Mediated Communication, 10(1), 00-00.
Rheingold, H. (1993). Virtual Community: Homesteading on the Electronic Frontier. New York: Addison-Wesley.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3-37.
Salehan, M., & Negahban, A. (2013). Social networking on smartphones: When mobile phones become addictive. Computers in Human Behavior, 29(6), 2632-2639.
Schlenker, B. R. (1986). Self-identification: Toward the integration of the private and public self. In R. F. Baumeister (Ed.), Public self and private self (pp. 21–62). New York, NY: Springer-Verlag
Shaw, L. H., & Gant, L. M. (2002). In defense of the Internet: The relationshipbetween Internet communication and depression, loneliness, self-esteem, and perceived social support. CyberPsychology & Behavior, 5(2), 157-171.
Sledgianowski, D., & Kulviwat, S. (2009). Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context. The Journal of Computer Information Systems, 49(4), 74.
Stafford, M. R., & Stafford, T. F. (1996). Mechanical commercial avoidance: Auses and gratifications perspective. Journal of Current Issues & Research in Advertising, 18(2), 27-38.
Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004). Determining uses and gratifications for the Internet. Decision Sciences, 35(2), 259-288.
Stern, L. A., & Taylor, K. (2007). Social networking on Facebook. Journal of the Communication, Speech & Theatre Association of North Dakota, 20(2007), 9-20.
Taddei, S., & Contena, B. (2013). Privacy, trust and control: Which relationships with online self-disclosure?. Computers in Human Behavior, 29(3), 821-826.
Thoits, P. A. (1982). Conceptual, methodological, and theoretical problems in studying social support as a buffer against life stress. Journal of Health and Social behavior, 145-159.
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.
Urista, M. A., Dong, Q., & Day, K. D. (2009). Explaining why young adults use MySpace and Facebook through uses and gratifications theory. Human Communication, 12(2), 215-229.
Valkenburg, P. M., & Peter, J. (2007). Preadolescents' and adolescents' online communication and their closeness to friends. Developmental psychology, 43(2), 267.
Van der Heijden, H. (2004). User acceptance of hedonic information systems.MIS quarterly, 695-704.
Wang, J. L., Jackson, L. A., & Zhang, D. J. (2011). The mediator role of self-disclosure and moderator roles of gender and social anxiety in the relationship between Chinese adolescents’ online communication and their real-world social relationships. Computers in Human Behavior, 27(6), 2161-2168.
Wang, Y. C. & Fesenmaier, D. R. (2004), Modeling participation in an online travel community, Journal of Travel Research, 42(3), 261-270.
Welbourne, J. L., Blanchard, A. L., & Wadsworth, M. B. (2013). Motivations in virtual health communities and their relationship to community, connectedness and stress. Computers in Human Behavior, 29, 129–139
Wellman, B. (2005). Community: from neighborhood to network. Communications of the ACM, 48(10), 53-55.
Wheeless, L. R., & Grotz, J. (1976). Conceptualization and measurement of reported self‐disclosure. Human Communication Research, 2(4), 338-346.
Wimmer, R. D., & Dominick, J. R. (1994). Mass media research: An introduction. Belmont, CA:Wadsworth.
Zhao, L., & Lu, Y. (2012). Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention. Decision Support Systems, 53(4), 825-834.
Zhao, L., Lu, Y., & Gupta, S. (2012). Disclosure intention of location-related Information in location-based social network services. International Journal of Electronic Commerce, 16(4), 53-90.
Zhao, S., Grasmuck, S., & Martin, J. (2008). Identity construction on Facebook: Digital empowerment in anchored relationships. Computers in human behavior, 24(5), 1816-1836.
Zhou, T., & Li, H. (2014). Understanding mobile SNS continuance usage in China fromthe perspectives of social influence and privacy concern. Computers in Human Behavior, 37, 283-289.
Zhou, T., Li, H., & Liu, Y. (2010). The effect of flow experience on mobile SNS users'loyalty. Industrial Management & Data Systems, 110(6), 930-946.
Zlatolas, L. N., Welzer, T., Heričko, M., & Hölbl, M. (2015). Privacy antecedents for SNS self-disclosure: The case of Facebook. Computers in Human Behavior, 45, 158-167.