政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103466
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113656/144643 (79%)
造访人次 : 51729398      在线人数 : 610
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103466


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/103466


    题名: Facebook之使用者人格特質、自戀行為暨涉入程度對使用者忠誠度影響之研究
    其它题名: Impact of Facebook User Personality, Narcissism and Involvement on Loyalty
    作者: 蘇郁涵;黎佩芬
    Su, Yu-Han;Li, Pei-Fen
    关键词: 人格特質;自戀特質;忠誠度;涉入程度;臉書
    Facebook;Involvement;Loyalty;Narcissism;Personality
    日期: 2012-07
    上传时间: 2016-11-07 15:45:16 (UTC+8)
    摘要: 有鑑於科技環境的變遷，本研究針對近年來興起的社交網站進行研究，以具代表性、影響性的Facebook為研究平台，直接從使用者的人格特質、自戀行為與涉入程度來了解其對該社交網站忠誠度的影響。本研究結果發現：一、人格特質、自戀特質與涉入程度對忠誠度有顯著影響，且兩變數間都具有正向關係；二、人格特質與忠誠度間關係，以外向性及親和性兩大構面正向關係最強烈，神經質構面關係最薄弱；三、男性有較高的自戀傾向，女性則有較高的忠誠度傾向；四、性別僅會干擾「經驗開放性與忠誠度」間的關係，也就是具有調節作用；五、年齡層對於所有變數間的關係都不具有調節作用。
    In view of changes in the technological environment, this study focuses on issues related to use of social networking websites (SNW). The research platform is Facebook, which is the most influential SNW not only in Taiwan but also in other countries. The purpose of this study is to identify the relationshipsamong Personality, Narcissism, Involvement and Loyalty.The results are as follows: 1. Personality, Narcissism and Involvement affect Loyalty (positive correlation). 2. In the five factors of Personality, Agreeableness and Extraversion have the strongest influence on Loyalty. Neuroticism has the weakest influence onLoyalty. 3. Males have higher narcissistic tendencies. Females have higher loyalty tendency. 4. Gender can only moderate the relationship between Openness to Experience and Loyalty. 5. Ages do not moderate the relationships among Personality, Narcissism, Involvement, and Loyalty.
    關聯: 廣告學研究, 38, 51-75
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML21361检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈