本論文旨在探討臉書使用者人格特質及網路素養與行為之結構分析。本研究透過發放問卷方式，對台灣地區臉書使用者進行調查，共回收386份有效問卷，透過統計軟體SPSS與AMOS，以敘述性統計分析、信度與效度分析、結構方程式模型適配度分析等統計方法分析資料，歸納解析研究成果。根據結果顯示： 一、人格特質之外向性與開放性對臉書使用動機之關係性與社交性為顯著正相關。 二、人格特質之外向性與開放性對網路從眾行為之資訊性影響與規範性影響為顯著負相關。 三、臉書使用動機之關係性與社交性對臉書成癮之戒斷反應性、耐受性、時間管理問題為顯著負相關。 四、網路從眾行為之資訊性影響、規範性影響與臉書成癮之戒斷反應性、耐受性、時間管理問題為顯著正相關。 五、臉書成癮之戒斷反應性、耐受性、時間管理問題與臉書負面印象之網路成癮、人際疏離、不實資訊為顯著正相關。 The purpose of this thesis is to investigate the structure of personality traits, internet literacy and behavior analysis on the facebook. This study was conducted through questionnaires with regards to facebook users in Taiwan. A total of 386 valid questionnaires were collected, the data analysis was conducted using statistical software SPSS and AMOS, with descriptive statistics analysis, reliability analysis, validity analysis, and structural equation model fit statistical analysis. The results are as follows: 1. Personality traits of extraversion and openness have a positive impact on relationships and sociality of facebook use motivation. 2. Personality traits of extraversion and openness have a negative impact on normative and informational influence of internet conformity behavior. 3. Relationships and sociality of facebook use motivation have a negative impact on withdrawal, tolerance, time management of facebook addiction disorder. 4. Normative and informational influence of internet conformity behavior have a positive impact on withdrawal, tolerance, time management of facebook addiction disorder. 5. Withdrawal, tolerance, time management of facebook addiction disorder have a positive impact on internet addiction disorder, interpersonal isolation, false information of facebook negative impression.
