影響使用者在Facebook上分享訊息因素之研究

Abstract

近年來，網路已成為人們溝通的重要管道之一，社群網站也因而迅速發展。除了與好友互動的社交功能之外，社群網站也提供了讓使用者彼此分享資訊的功能。為了探索使用者在社群網站分享資訊的行為意願，本研究以社會認知理論的架構為基礎，從個人因素和環境因素兩方面去探討與分析。 經由在國內以網路散布問卷所在的網址，共回收了393份的有效問卷。研究結果顯示，「樂趣」和「自我表現」是影響使用者分享資訊的最重要因素；相對於「主觀規範」的結果顯示人們容易因身邊的朋友或重視的人的期望，進而產生分享資訊的意願，「期望關係」則因為人們對網路交友的不信任，反而成為抑制人們分享意願的負面因素。類似的結果也顯示在「開放性」，人們在乎的是希望將資訊與好友分享，社群網站內資訊流的自由度與開放性並非他們分享資訊的誘因。也因為主要目的在於表達自我與分享，「期望認同感」無法成為影響使用者分享意願的因素。依據統計分析結果，本研究提出在學術上與實務上的管理意涵，供後續研究做參考。

In recent years, the development of social network website has been phenomenal. In addition to providing the networking features to let users interact with friends, social network websites also become a public space where users can share information and knowledge with others. In order to explore the behavioral intention of users to publish on social network websites, this paper proposed a model based on the structure of social cognitive theory. A survey of 393 respondents with the experience of posting on Facebook supports this model. The result implicated that enjoyment and self-expression are the two most important factors to influence users’ intention to post. Moreover, the results showed that the effect of subjective norm is significant. However, due to the distrust of friends making through Internet, expected relationship is negative related to intention to post. Similar finding also showed in openness, since users did not set the purpose to spread the information widely so openness had no power to influence their intention to post. Based on those findings, implications for theory and practice are discussed.