從使用者出發的網路資源準社會互動研究：理論建構與使用者經驗研究

A Pilot Study of Internet Para-social Interaction Theory Building

10.30386/MCR.200910_(101).0001

翁秀琪(Shieu-Chi Weng)；施伯燁(Po-Yeh Shih)；孫式文(Se-Wen Sun)；方念萱(Nien-Hsuan Fang)；李嘉維(Chia-Wei Li)

網路認知面 ； 網路情感面 ； 網路體驗面 ； 網路準社會互動 ； Knowing usability and content richness ； Feeling ； Doing ； Internet para-social interaction

新聞學研究

101期（2009 / 10 / 01）

1 - 44

繁體中文

本研究的研究旨趣在於建構從使用者出發的網路準社會互動理論，經耙梳文獻後，認為認知面（含可用性、內容結構和網站可辨識程度）、情感面和體驗面是影響使用者準社會互動經驗的主要因素。本研究探討不同受訪者在使用數位典藏資料或其他網路資料時的經驗如何（認知面、情感面、體驗面）？使用者如何和這些網路內容互動？具有哪些認知面、情感面和體驗面特色的資料更容易引起他們感官的知覺、情感的投入，與身體的活動，並影響他們對於時空的知覺，而產生所謂的「準社會互動」？使用者和他們所處環境中的其他人如何就所接觸到的電腦網路內容進行互動？ 研究發現目前大部分的數典網站普偏著重於內容及認知面的建制，欠缺可用、情感及體驗面的內容，故一般使用者對數位典藏網站的知曉度較低，認同度也無法提高。 本研究在控制人口學變項和使用目的後，網路使用者理論構面預測準互動行為的可解釋變異量仍有59%，其中解釋力最強的是情感面(54%)，其次依次是體驗面(37%)、內容認知面(34%)和可用認知面(32%)。 本研究所建構的網路使用者理論構面和準互動量表雖具有一定程度的效度，惟本研究是採取網路問卷調查方法，樣本代表性難免不足，未來應該以隨機抽樣方法，再次檢定本研究初步建立的理論架構，以增加研究信度。

The primary focus of this study is to build up an internet para-social interaction theory. Using knowing (which includes usability and content richness), feeling and doing as independent variables and using para-social interaction as dependent variable, this study intended to ask questions of 1) how internet users interact with internet content? 2) with what characteristics can internet content enhance users para-social interaction? The results indicated that after controlling demographic data and users purpose of using internet content, knowing, feeling and doing still explain 59% of users internet parasocial interaction, with feeling (54%) as the leading variable which owned the strongest power of explanation, following with doing (37%), content richness (34%) and usability (32%). The results of this study proved that the validity of our internet para-social interaction theory is quite robust. In order to enhance the reliability of our theory, researches based on random samples should be undertaken in the future.

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