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題名:社群媒體、自我效能、社會資本與幸福感之關聯性研究:以Z世代為例
作者:蕭智元
作者(外文):SHIAU, JR-YUAN
校院名稱:世新大學
系所名稱:傳播研究所(含博士學位學程)
指導教授:蘇建州
學位類別:博士
出版日期:2023
主題關鍵詞:社群媒體使用動機自我效能社會資本幸福感social mediamotivationself-efficacysocial capitalwell-being
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本研究探討臺灣Z世代的社群媒體使用行為動機,以社群媒體使用行為動機、自我效能、社會資本與幸福感的關聯性為核心框架,建立結構方程式(SEM)以應證變項之間的關係與影響。本研究以問卷調查法為研究工具,以便利抽樣的方式,透過臺灣主流使用的社群媒體-臉書與IG平台來發送網路問卷進行施測,共回收386份有效問卷,以統計套裝軟體SPSS 26.0與AMOS 26.0進行統計分析。利用探索性因素分析,形成社群媒體使用動機,包括「社交型」、「娛樂型」與「工具型」;經由驗證性因素分析,形成社會資本的三構面,包括「橋接型」、「契合型」與「連結型」;幸福感的三構面,包括「主觀幸福感」、「心理幸福感」與「社會幸福感」。研究發現,不同性別對於社群媒體使用動機上有顯著差異,社群媒體使用動機和社會資本對幸福感具有正向影響,而社會資本在社群媒體使用動機和幸福感之間扮演中介角色。
This research study focuses on exploring the social media usage motivations among Taiwanese Generation Z individuals. The core framework of this study comprises the relationships and influences between social media usage motivations, self-efficacy, social capital, and well-being. To validate the relationships among these variables, a structural equation modeling (SEM) approach was employed. The study utilized a questionnaire survey method, and convenience sampling was used to distribute online surveys via two popular social media platforms in Taiwan, namely Facebook and Instagram (IG). A total of 386 valid responses were collected and analyzed using statistical software packages SPSS 26.0 and AMOS 26.0. Exploratory factor analysis was conducted to form three dimensions of social media usage motivations: "social," "entertainment," and " instrument." Furthermore, confirmatory factor analysis was used to establish three dimensions of social capital: "bridging," "bonding," and "linking." The well-being construct was also formed with three dimensions: "subjective well-being," "psychological well-being," and "social well-being." The research findings indicate significant gender differences in social media usage motivations. Moreover, positive associations were observed between social media usage motivations and social capital, as well as between social media usage motivations and well-being. Furthermore, social capital was identified to play a mediating role between social media usage motivations and well-being.
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