圖像社交網站中圖像貼文影響初始信任感之設計因素

Abstract

本研究期望透過連結圖像社交網站中的圖像貼文與使用者初始信任感，為圖像社交媒體的商業潛力建立基礎研究，透過導引電子商務消費行為之長期目標，探索圖像社交媒體的新型態獲利可能性。本研究進一步探討圖像貼文的信任設計因素，提供於透過初始信任影響消費的圖像社交媒體經營者參考。 實驗結果成功連結圖像社交網站介面與使用者初始信任感，證明圖像社交媒體導引電子商務消費行為具有潛力。根據研究結果，透過觀看他人發布的圖像貼文，可以有共識且正確了解這個圖像社交網站主人大概的性格，並依介面的不同而產生不同的初始信任構面感知；就本研究而言，圖像社交網站介面所呈現出的外向性程度將決定人們的初始信任感。 就整體初始信任感而言，介面呈現出的外向性程度越高，對初始信任有越正面的影響。高、低外向性介面皆能讓人感知到能力構面的信任；在關懷、正直構面的初始信任感知上，只有高外向性介面達到顯著。研究者根據研究結果提出高、低外向性圖像社交網站介面之初始信任設計建議。

This research connect user-generated graphic posts of visual social media and initial trust from users. In this exploratory study, the long-term goal is to proof the link between browsing people’s visual social media and leading to e-commerce which may earn a great deal of profit in the future. The experiment results show the bright side of visual social media leading to e-commerce. By browsing someone’s visual social media content, people can correctly recognize their brief personalities and also reach a consensus with others. The study findings suggest that extraversion reflected by user’s graphic posts is the key factor to initial trust. As for initial trust, the higher degree of extraversion that reflected by user’s graphic posts would get more initial trust. From the perspective of initial trust segments, ability could be perceived no matter the degree of extraversion; but benevolence and integrity could only be perceived from interface with graphic posts which show higher extraversion. Researcher propose a series of design factors to graphic posts in visual social media according to the study of users with different personality of extraversion. The guide line of design factors in initial trust could be provided to visual social media operators.