社群網站使用者使用動機、資訊驗證態度、資訊可信度感知與資訊分享行為之研究－以Facebook網站為例

Abstract

本研究旨在了解社群網站使用者使用動機、資訊驗證態度、資訊可信度感知與資訊分享行為之關係，並探討不同背景的使用者對於使用動機、資訊驗證態度、資訊可信度感知與資訊分享行為的差異情形。本研究以Facebook網站為研究場域，回收443份有效問卷，並採用獨立樣本T檢定、單(多)因子變異數分析以及結構方程模式驗證各項研究假設。 研究結果如下所示：（1）不同性別使用者僅在資訊分享行為上有顯著差異。（2）不同年齡使用者僅在使用動機上有顯著差異。（3）不同教育程度使用者其使用動機、資訊驗證態度、資訊可信度感知與資訊分享行為均無顯著差異。（4）學生與非學生使用者僅在使用動機上有顯著差異。（5）不同資訊驗證態度的使用者，其使用動機、資訊可信度感知與資訊分享行為之關係模式不同。資訊驗證態度較低者，僅使用動機對資訊分享行為中的分享內容種類之數量具顯著正向影響。資訊驗證態度較高者，使用動機對資訊分享行為中的分享對象與分享方式之數量具顯著正向影響，且資訊可信度感知對分享內容種類之數量具顯著正向影響。 最後，本研究根據研究結果提出相關建議，以供後續研究之參考。

The purpose of this study was to understand whether there were differences among Facebook users’ motivations, information verification attitudes, perceptions of information credibility and information sharing behaviors. The study further attempted to explore the relationships of the users with different information verification attitudes (higher/lower) with their motivations of using Facebook along with the perceptions of information credibility and information sharing behaviors on Facebook. An online questionnaire was conducted, generating 443 valid responses which were then analyzed via the confirmatory factor analysis method for reliability and validity. The results showed the followings: (1) male users and female users differed significantly in their information sharing behaviors; (2) different ages of users had significantly different motivations in using the Facebook; (3) users of different levels of education had no significant difference in relation to the motivations of using Facebook, and neither did their information verification attitudes, perceptions of information credibility and information sharing behaviors; (4) student and non-student users displayed significant differences in their motivations of using Facebook; and (5) the lower and higher information verification attitude users differed significantly in their motivations of using Facebook as well as their perceptions of information credibility and information sharing behaviors on Facebook. In addition, the results showed that the information sharing behaviors of users with lower information verification attitudes, particularly in relation to the quantity of content categories shared, seemed to be influenced by their motivations. Compared to the former, the motivations of users with higher information verification attitude could significantly predict the number of subjects and the ways they shared their information with; in addition, the categories they shared could be significantly predicted by their perceptions of information credibility. Finally, the results were then further discussed. Based on the research results, the limitations of the study were identified and suggestions were given to serve as a reference for future researchers.