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情緒與信賴程度對使用社會網絡行為及個人效益之影響:性別與涉入的干擾效果 ...

國立高雄大學國際企業管理碩士學位學程

情緒與信賴程度對使用社會網絡行為及個人效益之影響:性別與涉入的干擾效果 = Effects of Emotion and Trust on Online Social Network Adoption toward Individual Benefits: Moderating Impacts of Gender and Involvement

Record Type:	Language materials, printed : monographic
Paralel Title:	Effects of Emotion and Trust on Online Social Network Adoption toward Individual Benefits: Moderating Impacts of Gender and Involvement
Author:	蔡宜潔,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2014[民103]
Description:	97面圖，表 : 30公分;
Subject:	Online Social Network
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/80870542904676184595
Notes:	參考書目：面79-84
Notes:	103年12月16日公開
Notes:	內容為英文
Summary:	none For the past decade, the advanced development of Online Social Network (OSN) has demonstrated a considerable contribution to the industries and society. While literature presented research for concepts sharing, factors examining, and case studies with respect to the using willingness of OSN, it at the same time paid limited attention to the effects of positive emotion (PE), negative emotion (NE), and trust on OSN adoption toward individual benefits (IB). To address those issues in depth, the research thesis proposes and examines the research models that incorporate types of emotion and trust as the antecedents of OSN adoption to describe IB in PE and NE groups. A salient consideration is to examine the moderating effects of gender and involvement on the relationships between independent and dependent variables for both groups.Based on the analysis of 522 valid samples, research results show that (1) effects of PE and trust on OSN adoption toward IB are positive and significant. (2) PE group, attentive and active show significant effects on OSN adoption, respectively. (3) NE group, only ashamed presents a significant influence on OSN adoption. (4) moderators of PE group report that alert, attentive, and active are significant, indicating that female reveals significant effects while male reveals insignificant effects for both alert and attentive, and low involvement reveals significant effects for inspired and active while high involvement reveals significant effects for attentive and active. (5) moderators of NE group report that upset, ashamed, and afraid are significant, indicating that female reveals a significant effect for upset while male reveals a significant effect for ashamed, and high involvement shows significant effects for both ashamed and afraid. Discussion and implications are also addressed.

情緒與信賴程度對使用社會網絡行為及個人效益之影響:性別與涉入的干擾效果 = Effects of Emotion and Trust on Online Social Network Adoption toward Individual Benefits: Moderating Impacts of Gender and Involvement
蔡, 宜潔

情緒與信賴程度對使用社會網絡行為及個人效益之影響:性別與涉入的干擾效果 = Effects of Emotion and Trust on Online Social Network Adoption toward Individual Benefits: Moderating Impacts of Gender and Involvement / 蔡宜潔撰 - [高雄市] : 撰者, 2014[民103]. - 97面 ; 圖，表 ; 30公分.
參考書目：面79-84103年12月16日公開內容為英文.
Online Social Network

情緒與信賴程度對使用社會網絡行為及個人效益之影響:性別與涉入的干擾效果 = Effects of Emotion and Trust on Online Social Network Adoption toward Individual Benefits: Moderating Impacts of Gender and Involvement
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300 $a 內容為英文
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328 $a 碩士論文--國立高雄大學國際企業管理碩士學位學程
330 $a none For the past decade, the advanced development of Online Social Network (OSN) has demonstrated a considerable contribution to the industries and society. While literature presented research for concepts sharing, factors examining, and case studies with respect to the using willingness of OSN, it at the same time paid limited attention to the effects of positive emotion (PE), negative emotion (NE), and trust on OSN adoption toward individual benefits (IB). To address those issues in depth, the research thesis proposes and examines the research models that incorporate types of emotion and trust as the antecedents of OSN adoption to describe IB in PE and NE groups. A salient consideration is to examine the moderating effects of gender and involvement on the relationships between independent and dependent variables for both groups.Based on the analysis of 522 valid samples, research results show that (1) effects of PE and trust on OSN adoption toward IB are positive and significant. (2) PE group, attentive and active show significant effects on OSN adoption, respectively. (3) NE group, only ashamed presents a significant influence on OSN adoption. (4) moderators of PE group report that alert, attentive, and active are significant, indicating that female reveals significant effects while male reveals insignificant effects for both alert and attentive, and low involvement reveals significant effects for inspired and active while high involvement reveals significant effects for attentive and active. (5) moderators of NE group report that upset, ashamed, and afraid are significant, indicating that female reveals a significant effect for upset while male reveals a significant effect for ashamed, and high involvement shows significant effects for both ashamed and afraid. Discussion and implications are also addressed.
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