臺灣博碩士論文加值系統

隨著網路服務的普及，社群使用者可能將大量時間花在社群媒體平台上。但與此同時，由於社群媒體疲勞，無數用戶產生一系列負面情緒反應，例如疲倦、沮喪或是對交流不感興趣，並暫時或永久地偏離社群媒體的使用。因此本研究對社群媒體疲勞的前因，包括社群媒體幫助性、自我效能、線上主觀幸福感、社會比較、強迫性社群媒體使用、隱私疑慮、錯失恐懼與資訊超載等因素做整理與回顧，並建立社群媒體疲勞前因與後果的架構。本研究利用 Survey Cake 進行問卷發放及回收，對社群媒體使用者進行資料蒐集，共得到659份有效樣本，再以偏最小平方法（PLS）進行分析驗證。研究結果發現社群媒體自我效能與社群媒體疲勞呈負向關係，是降低社群媒體疲勞的重要因素，而強迫性社群媒體使用、錯失恐懼以及資訊超載與社群媒體疲勞呈正向關係，是造成社群媒體疲勞的重要前因。社群媒體疲勞對社交焦慮具顯著的影響，對社群使用者心理帶來的負面影響，並且造成使用者在社群平台使用行為上潛水意圖，源自社群媒體疲勞所導致的結果。本研究提出之結論、學術意涵與實務意涵，為社群媒體行銷人員與服務設計廠商提出建議參考結果。

With the popularity of online services, social users may spend a lot of time on social media platforms. At the same time, however, due to social media fatigue, many users develop a range of negative emotional reactions, such as fatigue, frustration, or disinterest in communication, and temporarily or permanently deviate from social media use. Therefore, this study compiled and reviewed the antecedents of social media fatigue, including social media helpfulness, self-efficacy, online subjective well-being, social comparison, compulsive social media use, privacy concerns, fear of missing out, and information overload, and developed a framework of antecedents and consequences of social media fatigue. A total of 659 valid samples were collected by distributing and collecting questionnaires using Survey Cake, which were then analyzed and validated using the partial least square (PLS) method. The study found that social media self-efficacy was negatively related to social media fatigue and was an important factor in reducing social media fatigue, while compulsive social media use, fear of missing out, and information overload were positively related to social media fatigue and were important antecedents of social media fatigue. Social media fatigue has a significant impact on social anxiety, which has a negative impact on the psychology of social users and causes users to dive into social platforms as a result of social media fatigue. The conclusions, academic and practical implications of this study are proposed as a reference for social media marketers and service design companies.

摘 要 i
ABSTRACT ii
目 錄 iii
表 目 錄 v
圖 目 錄 vi
ㄧ、緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
二、文獻探討 3
2.1 社群媒體疲勞（Social Media Fatigue） 3
2.2 社群媒體幫助性（Social Media Helpfulness） 6
2.3 自我效能（Self-Efficacy） 6
2.4 線上主觀幸福感（Online Subjective Well-being） 7
2.5 社會比較（Social Comparison） 8
2.6 強迫性社群媒體使用（Compulsive Social Media Use） 8
2.7 隱私疑慮（Privacy Concerns） 9
2.8 錯失恐懼（Fear of Missing Out） 10
2.9 資訊超載（Information Overload） 10
2.10 社交焦慮（Social Anxiety） 11
2.11 潛水意圖（Lurking） 11
三、研究方法 12
3.1 研究假說與架構模型 12
3.2 研究設計 18
3.3 研究對象與數據收集 22
3.4 研究方法 24
四、研究結果 24
4.1 數據分析 24
4.1.1 模型信度與效度分析 24
4.1.2 模型假說檢定與路徑分析 32
五、結論與建議 36
5.1 研究發現 36
5.2 學術意涵 37
5.3 管理與實務意涵 38
5.4 研究限制與未來研究建議 39
參考文獻 40
附錄一、受測者問卷 59

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