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系統識別號 U0026-1808201418361400
論文名稱(中文) 社群網站依賴影響因素之研究
論文名稱(英文) Determinants of Social Networking Site Dependence
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 102
學期 2
出版年 103
研究生(中文) 王雲世
研究生(英文) Yun-Shih Wang
學號 r96004013
學位類別 碩士
語文別 英文
論文頁數 63頁
口試委員 指導教授-廖俊雄
口試委員-繆嘉新
口試委員-汪志堅
口試委員-李威勳
中文關鍵字 社群網站  社交恐懼  物質主義  社會比較  媒體影響  心理依賴 
英文關鍵字 Social networking sites (SNSs)  social anxiety  materialism  social comparison  media influence  dependence 
學科別分類
中文摘要 近幾年來,社交網站已成為最盛行的日常休閒活動之一,並佔據使用者們一天中大量的時間。它已經滲透到不同國家年輕人的日常生活中。然而,許多報導和研究顯示,過度使用社群網站將帶給使用者負面影響。社群網站依賴的用戶經常無查覺的發現時間損失或對生活產生許多不同的負面影響(Kirschner & Karpinski, 2010; Kuntsche, Stewart, & Cooper, 2008; Luscombe, 2009)。社群網站的依賴性源自於網絡成癮的行為,是一種不涉及藥物的衝動控制障礙。社群網站過度依賴的使用者可能會表現出衝動控制不良的跡象(如:逃避在現實生活中遇到的問題或是嘗試減少使用時間卻失敗)。
本研究的目的為透過考慮一個綜觀人格特質(如:社交焦慮,物質主義,社會比較)與一直以來未被學術界研究的外部影響(如:媒體的影響力)的研究模型,探討使用者社群網站依賴程度以及造成此現象的關鍵性決定因素。結果顯示,大約有一半的受訪者分類為非社群網站依賴使用者,39%被列為潛在社群網站依賴,而有10.8%的使用者被判定為社群網站依賴。此外,低齡化與社群網站依賴的程度具有正相關,但性別差異對於社群網站依賴的傾向並未發現有顯著影響。 在結構化方程式模型分析中,結果顯示個人社群網站依賴的程度會由特定個性,如社交恐懼、物質主義以及社會比較心態有顯著影響;也與外部因素,如媒體影響有顯著正向關係。社群網站依賴已經成為一個普遍的社會現象,亟需學者正視此問題並提供適當的解決方案。這項研究使我們更了解社群網站依賴形成的潛在因子。本研究衍伸出的管理意涵則可以提供大眾降低社群網站依賴行為的實際策略並避免其所造成的不良後果。
英文摘要 Of late, social networking sites (SNSs) have become one of the most popular daily leisure activities and occupied large amount of time for almost every users. It has been infiltrated into the daily lives of young adults in different countries. However, anecdotal evidence and studies indicated that SNSs have negative effects and users complain a time loss or unfavorable impacts when involved (Kirschner & Karpinski, 2010; Kuntsche, Stewart, & Cooper, 2008; Luscombe, 2009). SNS dependence, which is originated from Internet addiction, is an impulse-control disorder which does not involve substance. Individuals might show signs of impulse-control difficulty (e.g., avoiding problems in real lives and controlling the amounts of involvement unsuccessfully) when excessively depending on these sites.
The aim of this study is to explore the determinants of SNS dependence by considering the model associated with personality traits (i.e., social anxiety, materialism, and social comparison) and outer influence (i.e., media influence) which has been neglected in the studies of behavioral dependence. Results show that about half of the respondents are classified as non-SNS dependence, 39% are classified as possible-SNS dependence, and 10.8% are classified as SNS dependence. Besides, younger age was associated with scores of SNS dependence but gender difference has no significant impact on SNS dependence. In the result of SEM, the extent of individual’s SNS dependence is significantly influenced by specific personalities, such as social anxiety, materialism, and social comparison, as well as outer factor, such as media influence. SNS dependence is a realistic phenomenon and demands the solutions to the problem-solving. This study allows us a closer picture of formation of SNS dependence. Managerial implications derived from the study can be used to provide practical strategies in lowering SNS dependence behaviors and avoid the negative consequences.
論文目次 Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Objectives 5
Chapter 2 Literature Review 6
2.1 Social Networking Site Dependence 6
2.2 Social Anxiety 9
2.3 Materialism 9
2.4 Social Comparison 11
2.5 Media Influence 13
Chapter 3 Research Model and Design 15
3.1 Research Model 15
3.2 Measurement Development 15
3.3 Data Collection and Sampling 19
3.4 Analysis Method 19
3.4.1 Descriptive Statistic Analysis 20
3.4.2 Correlation analysis 20
3.4.3 Analysis of variance 21
3.4.4 Factor Analysis 21
3.4.5 Reliability and Validity Analysis 22
3.4.6 Structural Equation Modeling 24
Chapter 4 Empirical Results 26
4.1 Respondent Profile 26
4.2 Analysis of Variance on SNS dependence 28
4.3 Exploratory Factor Analysis among Constructs 30
4.4 Construct Reliability Analysis 35
4.5 Confirmatory Factor Analysis among Constructs 37
4.6 Convergent and Discriminant Validity among Constructs 40
4.7 Structural Equation Modeling for Constructs Predicting SNS Dependence 42
Chapter 5 Conclusion 49
5.1 Summary of the Results 49
5.2 Managerial Implication 50
5.3 Limitation and Future Research 51
References 53
Appendix A: Items in Questionnaire 62
Appendix B: Items in Questionnaire (Chinese version) 63
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