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題名:為何社交媒體使用者重返社群
作者:莊立文
作者(外文):Li-Wen Chuang
校院名稱:國立高雄第一科技大學
系所名稱:管理學院博士班
指導教授:許孟祥
學位類別:博士
出版日期:2013
主題關鍵詞:社會網路社會資本知覺價值認知專注依附理論社會認知理論返回社群行為社會互動社交媒體social mediasocial interactionperceived valuesocial capitalcognitive absorptionattachment theorysocial cognitive theoryreturn to online social media communitiessocial network
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線上社群的成功與否,取決於使用者是否會持續使用,所以有那些可有效提升成員持續返回社群的決定性因素,已是現今線上社群相當重要的研究課題。然而鮮少有學者研究針對線上社交媒體社群使用者的重複返回社群行為,結合相關理論及社會特質-例如社會認同、社會關係、社會情感、互動、分享、交換等觀點做有系統化的實證研究。有鑑於此,本研究透過社會認知理論、Compeau et al. (1999)、Ren et al. (2012)與Goel et al. (2011)的研究模型及相關依附理論,另外整合認知專注、知覺價值及三項社會理論的觀點,來深入探討影響社交媒體成員返回社群行為的相關影響決定因素。針對現今最大的社交媒體族群-Facebook的使用者進行線上問卷的資料蒐集,經由建構嚴謹且具實證意涵的結構方程模式去分析驗證研究假說及模型。本研究發現使用者的社會資本及兩項結果預期的前置因素,同時也發現使用者的兩項結果預期對四項情感影響因素有形成重要的正向影響關係,進一步更發現使用者的四項情感影響因素對促進持續返回線上社群行為有重要的關鍵作用,所獲得研究成果,可有效擴充社會認知理論、相關依附理論、認知專注、知覺價值、三項社會理論及研究模式的應用範圍,且提供實務經營管理人一個有關返回社交媒體社群與持續使用上有效率的行銷策略建議。
Online community activities cannot be successful without the active continued use of online users. Furthermore, understanding the major determinants to return to social media communities also constitutes an increasingly important research issue, but there is little theoretically based research on what makes some online social media communities more successful than others. In this article, we apply theory from social cognitive theory(SCT), attachment theory, cognitive absorption, perceived value, these models of Compeau et al. (1999), Ren et al.(2012) and Goel et al.(2011), and the field of three social theories to understand how social media communities develop users’ behavior of returning to communities, an very important dimension of online community success. Online survey data from 260 members of Facebook communities were used to test the proposed model, and structural equation modeling (SEM) with partial least squares (PLS) was performed to analyze the measurement and structural models. The results demonstrate that the antecedents are found to be associated with social capital and outcome expectations (personal outcome expectations and community-related outcome expectations), and outcome expectations have the most signi&;#64257;cant effect on four types of determinants. In addition, our findings show that the four types of determinants (identity-based attachment to the group, bond-based attachment to the individuals, cognitive absorption and perceived value) identified in this study are critical factors of returning to social media communities. This research extends the SCT, attachment theory, cognitive absorption, perceived value and three social theories, and prior research to discuss users’ decision-making processes in online community. The implications for theory and practice and future research directions are discussed.
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