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研究生： 黃舒娜
Soratanon, Sutatip
論文名稱： 社群媒體的行爲類型
An Analysis of Contents of Virtual Social Media
指導教授： 沈永正
Shen, Yung-Cheng
學位類別： 碩士
Master
系所名稱： 管理研究所
Graduate Institute of Management
論文出版年： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 61
中文關鍵詞： 社群媒體 、臉書 、動機
英文關鍵詞： Facebook activities, Conceptual model of consumers' social media activities
論文種類： 學術論文
相關次數： 點閱：205  下載：75 
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    With the popularity of Facebook, many people extensively adopt Facebook for different motivations. They are spending a plenty of time daily on surfing the site and post many their activities on their wall-post. This current study investigates users’ activities in social media (Facebook) from the Uses and Gratifications theory perspective. We use content analysis method for classify the type of post and record frequency of users’ posts. A survey on 200 samples was conducted to examine what motives users have for Facobook post. Data was analyzed using SPSS and AMOS. The results of hypotheses models suggested that entertainment motive (β=.36, P<.001) had statistically positive and significant effects on self-expression, entertainment motive (β=.19, P<.005) had statistically positive and significant effects on criticism. Social connection motive (β=.36, P<.001) had statistically positive and significant effects on announcement, social connection motive (β=.20, P<.005) had positive and significant effects on (re) sharing post. However, Information motive had not significant effects on (re)sharing post and criticism that this result has objection to previous research.

    Keywords: Facebook activities, Motives, Conceptual model of consumers’ social media activities, Uses and Gratifications Theory.

    Table of Contents Page Abstract 1 Table of Contents 2 List of Table 4 List of Figure 5 Chapter 1: Introduction 6 Chapter 2: Literature Review 9 2.1 Social Media 10 2.1.1 Type of social media and utility 11 2.2 Social media (user) behavior and related theories 12 2.2.1 Technology Acceptance Model (TAM) 13 2.2.2 Theory of Reasoned Action (TRA) 15 2.2.3 Theory of Planned Behavior (TPB) 17 2.2.4 Personality and social media 18 2.2.5 Motivation Theory 20 2.3 Users’ motives for engaging in social media 26 Chapter 3: Methodology 27 3.1 Contents Analysis 27 3.2 Concept Model of Social Media Activities 28 3.3 Research design 29 3.4 Sampling and data collection procedure 30 3.5 Questionnaire design 33 3.6 Measure 33 3.7 Hypothesis 36 Page Chapter 4: Results 38 4.1 Descriptive Statistic for Age, Gender and Education 38 4.2 Hypothesis Results 39 Chapter 5: Discussion 48 5.1 Research Contribution 50 5.2 Limitation and Future research 50 References 52 Appendix 58   List of Table Page Table 1: Reliability Statistics 30 Table 1.1: Instaclass Correlation Coefficient 30 Table 2: KMO and Barlett’s Test 30 Table 3: Total Variance Explained and scree plot 31 Table 4: Rotated Component Matrix 32 Table 5: Initial cluster centers 32 Table 6: Measure Items 34 Table 7: Item total-statistic 35 Table 8: Descriptive statistic for age, gender and education 38 Table 9: Result of Total post model 40 Table 10: Fit indices of Entertainment Motivation Model 43 Table 11: Fit indices of Social connection Motivation Model 44 Table 12: Fit indices of Information Motivation Model 46  List of Figure Page Figure 1: Technology Acceptance Model (TAM) 13 Figure 2: The Extensions to TAM 14 Figure 3: The Extended Technology Acceptance Model (TAM2) 15 Figure 4: The Theory of Reasoned Action 16 Figure 5: The Theory of planned Behavior 17 Figure 6: Model of Consumers’ social media activities 29 Figure 7: Model of users’ motive on Facebook wall posting 35 Figure 8: Hypothesis Model 1 (Total post) 36 Figure 9: Hypothesis Entertainment motive 36 Figure10: Hypothesis Social connection motive 37 Figure11: Hypothesis Information motive 37 Figure12: CFA of Measurement Model 41 Figure13: Result of Entertainment Motivation Model (SEM) 43 Figure14: Result of Social connection Motivation Model (SEM) 45 Figure15: Result of Information Motivation Model (SEM) 47

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