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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/60157
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/60157


    Title: 內外向人格特質與Facebook使用動機與行為之探討
    A study of extroversion and facebook use motives and behaviors
    Authors: 盧一伶
    Lu, Yi Ling
    Contributors: 張卿卿
    Chang, Ching Ching
    盧一伶
    Lu, Yi Ling
    Keywords: 內外向人格特質
    社交維持假說
    社交補償假說
    Facebook
    Date: 2010
    Issue Date: 2013-09-04 16:28:00 (UTC+8)
    Abstract: 過往在研究人格特質與網路使用動機的研究中,出現兩派不同的研究結論,「社交維持假說」認為外向特質使用者較會去使用網路,「社交補償假說」則認為內向特質使用者較會去使用網路,基於兩種不同的說法,本研究試圖去了解Facebook這個網路場域是外向或者內向特質使用者較會去使用的空間。
    本研究主要探討「內外向人格特質」、「Facebook使用動機」與「Facebook使用行為」之間的關係。以大學生為樣本,透過問卷調查蒐集846份問卷,研究發現Facebook主要為外向特質個人所使用的網路場域,迴歸結果皆顯示外向特質的Facebook使用者不論在Facebook使用動機(社交維持動機、社交補償動機與社交娛樂動機)或Facebook使用行為(主動分享行為、回應式參與行為與遊戲參與行為)其統計結果皆顯著高於內向特質的Facebook使用者。
    此外本研究發現,社交維持動機與社交娛樂動機為Facebook主要使用動機,代表使用者使用Facebook的主要原因是與朋友維持關係及尋求娛樂;另外主要的FAcebook使用行為是被動式參與行為,Facebook的塗鴉牆功能是主要吸引使用者使用Facebook的原因。
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    Description: 碩士
    國立政治大學
    廣告研究所
    97452009
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097452009
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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