隨著強調參與及共享精神的Web 2.0服務之普及，與數位相機及影像應用之成長，越來越多使用者利用網路圖像分享網站如Flickr搜尋、分享及保存圖像。面對大量使用者個人所產生的圖像，使用者如何有效搜尋及組織圖像，又如何與他人進行分享，是值得探討的議題。目前這類網路圖像分享網站多提供使用者標記功能，讓使用者為個人所保存之相片自由訂定標籤。透過這些標籤，使用者得以進行關鍵字搜尋；也能間接串連圖像相關線索，進而增加社會性互動。因此本研究以Flickr網路圖像分享網站中付費並具有特殊興趣之攝影愛好者為對象，嘗試分析網路圖像分享網站使用者之圖像標記動機及行為特性，及圖像標籤之分享及社會性功能。
本研究主要採用標籤內容分析及訪談法，並以目前全球最重要的網路圖像分享網站Flickr為範疇，以8位業餘攝影愛好者為對象進行分析。其中包括4位男性、4位女性，其年齡介於20-40歲之間，以教育程度且收入較高的上班族為主。標籤內容分析為針對研究對象之標籤內容主題及類型進行分析，共收集112,463張圖像及11,284筆標籤；訪談法則用以瞭解研究對象之圖像標記動機與使用行為特性。此外，訪談時研究對象也會進行實際的操作與說明，以便研究者即時觀察及討論。
主要研究結果包括：研究對象之圖像標記動機以滿足個人相片管理之利己需求為主，並間接產生與他人分享之社會性動機；就標籤使用特性，標記原則以提示圖像內容主題為主，包括主題事件、地點與時間等，且嘗試保持詳盡性與一致性；基於隱私考量，描述特定人物與任務之標籤較為少見；因研究對象之特殊興趣背景，攝影相關標籤使用率頗高；標籤使用語文以中文為主，多使用單一概念且無修飾之主題類型詞彙（81.40%）；就標籤重複率來看，整體之標籤重複率為33.28%，而個人之標籤重複率為96.63%，顯示標籤的使用具有個人特色，而整體所重複的標籤多為具分類特性之熱門標籤；會進行標籤之組織，且多以階層式分類方式進行；對於標記功能的使用，研究對象僅集中於Flickr進行，其它平台多僅上傳或連結圖像；就圖像的檢索與瀏覽，瀏覽為主要檢索模式，關鍵字檢索則較為少見；就圖像的分享與互動，因考量專業、隱私、利益等因素，研究對象多屬被動性的互動，且對於互動對象，具有相當選擇性，也鮮少主動聯繫或進行社群相關功能。根據上述，本研究也提出一些網路圖像分享網站之個人標籤管理與社會性功能之建議。

With the high popularity of Web 2.0 services, and the use of digital cameras becomes increasingly pervasive, many users prefer searching, shareing, and preserving their photos by photo sharing website. To be faced with the large number of photos, this is a worthy issue to be study how people search, organize, and share photos with others. Nowadays, many photo sharing websites are offering users to tag their photos. Through this way, users not only can search photos by keywords, but also increase social interaction indirectly by the connections of photos. In this thesis, we focused on pro users whom were amateur photographers in Flickr, and tried to analyze users’ tagging motivation, tagging behavior, and the social functions of tags.
This thesis mainly used two research methods: content analysis and semi-structured interview. Based on the data set crawled from Flickr, we conducted a set of interviews with 8 people. Four of our participants were male, four female, with an age range of 20 to 40. Seven of them were office workers with high education and income, and one was student. This thesis collected 112,463 photos and 11,284 tags to assess participants’ typically types of tags. The interviews were helped us to understand participants’ image tagging motivation and usage. In addition, the participants would be conducted to actual operation and instructions for immediately observed.
Summary of findings: (1) the image tagging motivation were to fulfill selfish’ personal photo management, and indirectly bring the social motivation of sharing with others. (2) For the use of tags, the principle of image tagging is pointing out the content of imges, which is including subjects, events, locations and time, also trying to keep tags vocabulary exhaustivity and consistency. (3) The tags of describing specific figures and tasks are rare, because of the privacy concern. (4) Due to the specific background of participants, they tend to use more photographic-related tags. (5) Chinese is the most used language of tags, for the most part, the participants use unique terms (81.40%). (6) Overall repetition rate of tags is 33.28%, and individual is 96.63%, it indicate the usage of tags show personal characteristics. The duplicate tags are showing the classified feature of popular tags. (7) Hierarchical classification is a way of organize images. (8) Focusing tagging behavior on Flickr, for the others photo sharing websites are just uploading and linked. (9) Browsing is the main search mode, and keyword searching is rare. (10) Because of professional considerations, privacy, benefits and other factors, the participants social interaction are passive and selective. They’re rarely keeping track of contacts actively and using community-related functions. Based on the above results, this study posed the suggestions of improving personal tags management and social functions.

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