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Author: 王怡臻
Wang, Yi-Chen
Thesis Title: Facebook使用行為:角色間衝突與身分綜效對使用者行為之影響
Facebook Behavior: The Influence of Interrole Conflict and Identity Synergy on Users’ Usage Behavior
Advisor: 王仕茹
Wang, Shih-Ju
Degree: 碩士
Master
Department: 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2015
Academic Year: 104
Language: 中文
Number of pages: 60
Keywords (in Chinese): 臉書群體共存社會資本角色間衝突身分綜效自我監控歸屬感需求臉書參與程度
Keywords (in English): Facebook, group co-presence, social capital, interrole conflict, identity synergy, self-monitoring, need to belong, Facebook engagement
DOI URL: https://doi.org/10.6345/NTNU202205170
Thesis Type: Academic thesis/ dissertation
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  • 本研究的目的為瞭解Facebook使用者的使用行為。近幾年社群網站的普及使人們開始在網路上分享生活、資訊、心情、撰寫評論與發表對事件的看法,其中以Facebook最為流行,使用者人數最多,且有別於傳統,社群網站使人們開始能夠在線上快速累積社會資本,且Facebook有一獨特的現象即「群體共存」,在群體共存之下,隨著社會資本的累積,可能會為Facebook使用者帶來不同的效果,即角色間衝突與身分綜效。在群體共存之下,隨著社會資本的累積,Facebook的使用者可能會感到壓力,擔心自己的行為與發言無法符合別人的期待,另一方面,群體共存之下社會資本的累積,亦可能讓Facebook使用者感受到所擁有的不同角色、身分之間產生綜效,進而影響對Facebook的參與程度。
    本研究以自我監控程度與歸屬感需求為干擾變數,以Facebook使用者為施測對象進行網路問卷調查,共取得506份有效樣本。

    本研究證實社會資本會正向影響身分綜效,且身分綜效會正向提升一個人Facebook參與程度。最後將論述管理意涵與未來研究建議。

    The purpose of this research is to gain understanding of user’s behavior on Facebook. People share personal life, feeling and information with others, otherwise, they write reviews and own opinion of events with others on social network sites, especially on Facebook which have the largest number of users. Differs from tradition, users can accumulate social capital quickly on the Internet. And further, there is an unique phenomenon on Facebook, that is group co-presence. Under the group co-presence, as the amount of social capital increase, it might bring some problems to users, for example, interrole conflict and identity synergy. Under the group co-presence, as the amount of social capital increase, Facebook users might feel stressed, worrying that their behavior or expression don’t measure up to expectations of others. On the other hand, under the group co-presence, as the amount of social capital increase, users might aware the synergy between the identities they have and influence the Facebook engagement.

    The moderators of this research are self-monitoring and need to belong. The field of this research is Facebook, the data were collected by network questionnaires. A total of 506 valid questionnaires are obtained. The results suggest that social capital affects identity synergy significantly, and identity synergy affects Facebook engagement significantly. The implications for managers and future research directions are discussed.

    目錄 第一章 緒論 1 第一節 研究背景與動機 1 第二章 文獻探討 4 第一節、社會資本 4 一、社會資本 4 二、角色累積與社會資本 6 三、Facebook上的社會資本 6 第二節、群體共存 7 一、Facebook的群體共存現象 7 二、群體共存的結果 8 第三節、自我監控的干擾效果 14 一、自我監控 14 二、自我監控在社會資本與角色間衝突間的干擾效果 15 三、自我監控在社會資本與身分綜效間的干擾效果 16 第四節、Facebook的參與程度 17 一、Facebook的參與程度 17 二、角色間衝突對Facebook參與程度的影響 18 三、身分綜效對Facebook參與程度的影響 19 第五節、歸屬感需求的干擾效果 20 一、歸屬感需求 20 二、歸屬感需求在角色間衝突與Facebook參與程度間的干擾效果 20 三、歸屬感需求在身分綜效與Facebook參與程度間的干擾效果 21 第三章 研究方法 23 第一節、研究架構及假說 23 第二節、研究對象與樣本蒐集 25 第三節、研究變數與衡量 25 一、社會資本 25 二、角色間衝突 27 三、身分綜效 27 四、自我監控 28 五、Facebook的參與程度 29 六、歸屬感需求 30 第四章 分析結果 31 第一節、敘述性統計分析 31 一、樣本組成分析 31 二、使用行為分析 34 第二節、因素分析與效度檢定 35 第三節、結構方程模型分析 41 一、假說測試 41 二、適合度檢定 44 第五章 結論與建議 46 第一節、結論 46 一、社會資本累積對身分綜效有正向影響,對角色間衝突則沒有影響 46 二、身分綜效對Facebook參與程度有正向影響,角色間衝突則沒有影響 47 第二節、研究貢獻 48 第三節、管理意涵 49 第四節、研究限制與未來研究建議 49 參考文獻 51 施測問卷 55 圖目錄 圖3-1 研究架構圖 23 圖4-1 模型之參數估計 43 表目錄 表3-1 研究假說 24 表3-2 結構型社會資本之衡量 26 表3-3 認知型社會資本之衡量 26 表3-4 關係型社會資本之衡量 26 表3-5 角色間衝突之衡量 27 表3-6 身分綜效之衡量 28 表3-7 自我監控程度之衡量 28 表3-8 Facebook參與程度之衡量 30 表3-9 歸屬感需求之衡量 30 表4-1 受測者人口變數之描述性統計(N=506) 32 表4-2 Facebook使用行為之描述性統計(N=506) 33 表4-3 Facebook使用功能之描述性統計 34 表4-4 Facebook使用行為頻率之描述性統計 35 表4-5 樣本因素分析及信效度檢定 37 表4-6 驗證性因素分析結果及變數之相關係數表 39 表4-7 驗證型因素分析結果之因素負荷量與交叉負荷量 40 表4-8 假說測試結果 43 表4-9 結構模型的適合度檢定 45

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