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影響社交網站的持續使用意願之因素－由關係觀點之社會臨場感探討 = Fac...

劉又禎

影響社交網站的持續使用意願之因素－由關係觀點之社會臨場感探討 = Factors Influencing the Intention to Continual Use of Social Networking Sites: The Relational Perspective of Social Presence

Record Type:	Language materials, printed : monographic
Paralel Title:	Factors Influencing the Intention to Continual Use of Social Networking Sites: The Relational Perspective of Social Presence
Author:	劉又禎,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	民100
Description:	69葉圖，表格 : 30公分;
Subject:	社會臨場感
Subject:	Social presence
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/72109596944622048877
Notes:	參考書目：葉50-58
Summary:	社交網站是目前時下流行的網上社交媒體之一，過去於媒體環境裡探討的人際互動研究，Short et al. (1976)提出的社會臨場感理論認為媒體的豐富度決定了媒體溝通中的社會臨場感程度。然而在頻寬的普及與媒體的多樣性應用，線上社群得以更蓬勃發展，網上人際互動因此變為無限可能。這顯示媒體除了溝通之外，也具備發展社交關係的重要功能。因此，本研究將基於關係觀點的社會臨場感角度，對網路使用者於社交網路的持續參與意願進行探討。過去於虛擬社群的研究中發現，群體成員對社群的認同，對於社群意識建立確有影響。此外，社群成員對社群的信任也是重要議題，特別是結合社會臨場感的觀點少有研究探討。本研究所進行的問卷調查採網際網路的方式進行。本研究蒐集台灣線上社群的相關資訊，事先詢問並獲得許可後，於討論區頁面上發放問卷消息。問卷調查進行時並提供禮券給予填卷者抽獎機會，期望可吸引有使用Facebook經驗的網友填寫。問卷資料回收後使用SmartPLS 2.0與SPSS 12進行資料分析，研究結果顯示關係觀點社會臨場感構面，在對社交網站持續使用意願而言，會透過信任與認同而發生影響。基於社交環境下社會關係的重要性，良好的社會臨場感受對於信任與認同的建立有所幫助，進而促成網友們對於社交網站產生虛擬社群意識，且使社群成員持續地使用社交網站。本研究所設計的研究架構，於資料分析後皆獲得支持，並在討論與建議的章節提出相關的研究建議與實務貢獻。 Social networking websites have become popular on the Internet and gained importance over the past few years. Short et al. (1976) proposed social presence theory, which asserts that media difference determines the effectiveness of communication, using face-to-face as a benchmark. To date, the Internet has become much more convenient due to the development in broadband and multimedia technologies. This also contributes to the rapid emergence of virtual communities that enabled us to keep in touch with our family and friends on the Internet. With the important role of the Internet in mediated communication, we adopt the social presence theory with a focus on the relational perspective to investigate virtual community members’ continuance intention in the online world. As past research has verified the influence of identification and trust on the sense of community, little research has combined these factors to construct an integrated model explaining the relationships among these factors.This study used the Internet survey to obtain questionnaire respondents, and only those with experiences in using Facebook were selected into the data analysis. All respondents were entitled to enter a lottery to increase the motivation of participating in the survey. This study used SmartPLS 2.0 and SPSS 12 for data analysis. The results showed that the relational social presence exerts its influence through trust and identification with the community. The influence further extends through the formation of sense of virtual community on community members’ continuance intention. The research model was empirically supported. We also proposed suggestions and practical implications bases on the analytical results.

影響社交網站的持續使用意願之因素－由關係觀點之社會臨場感探討 = Factors Influencing the Intention to Continual Use of Social Networking Sites: The Relational Perspective of Social Presence
劉, 又禎

影響社交網站的持續使用意願之因素－由關係觀點之社會臨場感探討 = Factors Influencing the Intention to Continual Use of Social Networking Sites: The Relational Perspective of Social Presence / 劉又禎撰 - [高雄市] : 撰者, 民100. - 69葉 ; 圖，表格 ; 30公分.
參考書目：葉50-58.
社會臨場感Social presence

影響社交網站的持續使用意願之因素－由關係觀點之社會臨場感探討 = Factors Influencing the Intention to Continual Use of Social Networking Sites: The Relational Perspective of Social Presence
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