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    Title: 社會資本對臉書使用者態度及意圖之影響
    Other Titles: The exploration on the influence of social capital on the Facebook users' attitude and intention
    Authors: 廖婉清;Liao, Wan-Ching
    Contributors: 淡江大學教育科技學系碩士班
    張瓊穗;Chang, Chiung-Sui
    Keywords: 虛擬社群;社會資本;使用態度;使用意圖;Virtual Community;Social Capital;attitude toward using;Intention to use
    Date: 2014
    Issue Date: 2015-05-04 09:20:15 (UTC+8)
    Abstract: 隨著網際網路使用者的需求不斷擴張,網路社群服務不斷推陳出新,虛擬社群的蓬勃發展,提供了人們有別於傳統虛擬社群的雙向互動空間,使用者藉由社群網站可以進行自我展現、建立社群網路關係連結以發展並維持與他人的人際關係。本研究旨在探討社會資本對臉書使用者態度及行為意圖之影響。社會資本包含社會資本結構面、認知面及關係面三個構面。本研究採問卷調查法,以社群網站Facebook(臉書)之虛擬社群使用者為研究對象,有效問卷共計回收199份(N=199),回收問卷以Pearson correlation, stepwise Regression統計方法進行數據分析。研究獲得結論如下:(1)社會資本結構面可正向且顯著地預測Facebook使用者之使用態度。(2)社會資本結構面可正向且顯著地預測Facebook使用者之使用意圖。(3)社會資本認知面可正向且顯著地預測Facebook使用者之使用態度。(4)社會資本認知面可正向且顯著地預測Facebook使用者之使用意圖。(5)社會資本關係面可正向且顯著地預測Facebook使用者之使用態度。(6)社會資本關係面可正向且顯著地預測Facebook使用者之使用意圖。(7)Facebook使用者之使用態度可正向且顯著地預測Facebook使用者之使用意圖。人們參與Facebook的主要因素為社會資本的關係面(信任、規範、義務和認同感)。
    This study aims to explore on the influence of social capital on the Facebook users'' attitude and intention.The three Social Capital dimensions, which are: structural, relational and cognitive. This is a survey research. A questionnaire was used to collect data. This study targets the virtual community website (Facebook) participants (N=199). Stepwise Regression analysis was employed to analyze collected data.
    The results show that: 1) The structural dimension has positively and significantly predicted to the Facebook users'' attitude. 2) The structural dimension has positively and significantly predicted to the Facebook users'' intention. 3) The relational dimension has positively and significantly predicted to the Facebook users'' attitude. 4) The relational dimension has positively and significantly predicted to the Facebook users'' intention.5) The cognitive dimension has positively and significantly predicted to the Facebook users'' attitude. 6) The cognitive dimension has positively and significantly predicted to the Facebook users'' intention. 7) Facebook users'' attitude has positively and significantly predicted to the Facebook users'' intention.
    Appears in Collections:[教育科技學系暨研究所] 學位論文

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