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    題名: 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
    作者: 盧一伶
    Lu, Yi Ling
    貢獻者: 張卿卿
    Chang, Ching Ching
    盧一伶
    Lu, Yi Ling
    關鍵詞: 內外向人格特質
    社交維持假說
    社交補償假說
    Facebook
    日期: 2010
    上傳時間: 2013-09-04 16:28:00 (UTC+8)
    摘要: 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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    描述: 碩士
    國立政治大學
    廣告研究所
    97452009
    99
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097452009
    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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