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系統識別號 U0026-2606201315080300
論文名稱(中文) 社交媒體使用者的滿足感、態度與行為間之關聯性研究
論文名稱(英文) Relationship Study among Social Media Users' Gratification, Attitudes and Behavior
校院名稱 成功大學
系所名稱(中) 統計學系碩博士班
系所名稱(英) Department of Statistics
學年度 101
學期 2
出版年 102
研究生(中文) 周恒宇
研究生(英文) Heng-Yu Chou
學號 R26001095
學位類別 碩士
語文別 中文
論文頁數 79頁
口試委員 指導教授-溫敏杰
召集委員-吳宗正
口試委員-吳國龍
口試委員-顏榮祥
中文關鍵字 社交媒體  滿足感  態度  行為  結構方程模式 
英文關鍵字 Social Media  Gratification  Attitudes  Behavior  Structural Equation Modeling. 
學科別分類
中文摘要 近年來,隨者社交媒體使用人數快速成長,使用社交媒體已經是必然的趨勢。本研究將探討台灣大學生和研究生使用社交媒體時的滿足感、態度及在產品消費時的溝通行為之間的關聯性。利用結構方程模式 (Structural Equation Modeling, SEM)來衡量社交媒體使用者對於社交媒體滿足感、態度以及在產品消費時的溝通行為之間的相互影響關係。分析結果顯示,社交媒體娛樂性、資訊性及互動性對於社交媒體態度的影響皆為正向,其中又以娛樂性和互動性的影響程度最大;態度對於行為的影響也是正向。本研究所得之結果可提供企業以及網路業者參考。
英文摘要 With the rapid growth of numbers of social media users, the use of social media has become an inevitable trend. This study investigates university students’ gratification, attitudes and behavior toward social media in Taiwan. Structural Equation Modeling (SEM) was employed to test the relationships among social media users' gratification, attitudes and behavior. The results show that entertainment, information and interaction have a positive impact on social media user’s attitudes and the influence of entertainment and interaction on attitude is huge. Furthermore, social media users’ attitudes positively influence behavior. The findings of this study can provide valuable information for social media and Internet companies.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 社交媒體 6
第二節 社交媒體滿足感 9
第三節 社交媒體態度 12
第四節 社交媒體行為 13
第五節 滿足感、態度與行為之關聯性 14
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假設 17
第三節 研究設計 17
第四節 資料分析方法 22
第四章 資料分析與討論 34
第一節 信度分析 34
第二節 樣本結構與各構面之敘述統計 37
第四節 驗證性因素分析 52
第五節 結構方程模式 57
第六節 多群組結構方程模式之比較 60
第五章 結論與建議 65
第一節 研究結論 65
第二節 建議與限制 67
參考文獻 69
中文 69
英文 70
附錄一 結構方程模式之參數估計 75
附錄二 問卷 77
參考文獻 中文
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英文
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