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研究生: 邱瑋錤
Chiu, Wei-Chi
論文名稱: 探討影響線上社群網站使用者之位置資訊揭露意圖的關鍵因素:以資訊系統成功模型與自我決定理論為基礎
Exploring factors influencing the disclosure of location-based information of the users of social networking websites based on information system success model and self-determination theory
指導教授: 王維聰
Wang, Wei-Tsong
學位類別: 碩士
Master
系所名稱: 管理學院 - 工業與資訊管理學系
Department of Industrial and Information Management
論文出版年: 2015
畢業學年度: 103
語文別: 中文
論文頁數: 112
中文關鍵詞: 社群網站資訊系統成功模型自我決定理論自我揭露理論
外文關鍵詞: Social Network Sites, Information System Success Model, Self-determination Theory, Self-disclosure Theory
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  • 網際網路的無遠弗屆使得人與人之間的交流不再只侷限於面對面的交談,而是能透過網路的傳達彼此的信息,隨之興盛的是許多種類的社群網站,不同網站有其不同的操作重點:情緒抒發、分享照片抑或者是單純與其他使用者交換訊息,諸多種類的社群網站使得使用者能夠在網站中對彼此的認識更加深入,為了使其他使用者更瞭解自己,使用者必須在網站上透露出相關的個人資訊,透露的資訊越多,他人接收的資訊就越多,並能經由這些分享進一步瞭解其他使用者。
    本研究以問卷發放為研究方法,共回收555份問卷,並透過結構方程式(SEM)進行資料分析。研究結果發現自主性動機及使用者滿意度皆顯著正向影響使用者進行位置資訊揭露意圖,但資訊品質與系統品質均不會直接影響自主性動機,而服務品質更是負向顯著影響自主性動機,但此三種品質皆能透過使用者滿意度間接正向的影響位置資訊揭露意圖,故本研究結果凸顯使用者滿意為自主性動機的一重要影響因子,且使用者滿意度及自主性動機皆顯著影響位置資訊揭露意圖,意即若欲讓使用者在社群網站上進行更多的位置資訊揭露,則必須提升使用者在社群網站上的滿意度,並提高使用者的自主性動機,進而使得使用者在社群網站上願意主動使用社群網站的意願。

    As technology advances, communication between people is no longer limited to face to face, but can convey information to each other through networks. In order to explore the willingness of SNS users to the disclosure of location-based information intentions on SNSs. Referring to the attitude of the theory, adding autonomous motivation to measure the emotion of SNS users. Besides the updated Information system success model to evaluate system factor, based on three dimensions: Information Quality, System Quality, Service Quality. We combined personal factor to measure the considerations of SNS users. We hope can find the key point of why SNS users disclosure themselves.
    The research method of this study is questionnaire survey which is only for student, no limited in department. To explore the willingness of SNS users to the disclosure of location-based information intentions on SNSs. Referring to the attitude of the theory, adding autonomous motivation to measure the intention of SNS users. Based on the survey data collected from 555 students, this study has nine hypothesis which three assumptions are dropped. Both autonomous motivation and user satisfaction have significant effect to the users’ disclosure of location-based information intentions on SNSs, But Information Quality, System Quality, Service Quality don’t have sufficient effect on autonomous motivation. However these three dimensions can indirect positive effect to autonomous motivation. The results of this study highlight user satisfaction is an important factor to autonomous motivation. If users can feel more satisfaction, they will enhance their autonomous motivation and then improve their intention to disclosure of location-based information on SNSs.

    摘要 iii Abstract iv 致謝 vii 目錄 viii 表目錄 xi 圖目錄 xiii 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究範圍與限制 4 第四節 研究流程 5 第貳章 文獻探討 6 第一節 社群網站 (Social Network Sites, SNSs) 6 2.1.1 Facebook 7 第二節 資訊系統成功模型 (Information System Success Model, ISSM) 8 第三節 自我決定理論(Self-Determination Theory, SDT) 13 第四節 自我揭露理論 (Self-Disclosure Theory) 16 第五節 小結 18 第參章 研究方法 20 第一節 研究架構 20 第二節 衡量構面與研究假設 21 3.2.1 資訊品質、系統品質、服務品質與相對自主性動機 21 3.2.2 資訊品質、系統品質、服務品質與使用者滿意 23 3.2.3 相對自主性動機與位置資訊揭露意圖 25 3.2.4 使用者滿意與相對自主性動機及位置資訊揭露意圖 25 第三節 問卷設計 29 3.3.1 資訊系統成功模型 29 3.3.2 自我決定理論 31 3.3.3 自我揭露理論 34 第四節 前測與資料分析 35 3.4.1 前測 35 3.4.2 資料蒐集 42 第五節 資料分析方法 43 第肆章 資料分析與結果 46 第一節 敘述性統計分析 46 4.1.1 問卷回收狀況 46 4.1.2 基本資料敘述性統計 47 4.1.3 研究變項敘述性統計 52 4.1.4 同質性檢定 57 4.1.5 研究變項常態性檢定 58 第二節 信度分析 62 第三節 結構方程式衡量模型 66 4.3.1 收斂效度 66 4.3.2 區別效度 69 第四節 結構方程式之結構模型 70 4.4.1 模型適配度 70 4.4.2 路徑分析 70 第五節 小結 72 第伍章 結論與建議 73 第一節 研究發現與結論 73 第二節 研究貢獻 76 第三節 研究限制與未來研究方向 77 參考文獻 79 中文文獻 79 英文文獻 79 附錄一 前測問卷 86 附錄二 正式問卷 93

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