社群網站使用者在行為感知、資訊驗證行為及資訊信賴度之分析－以Facebook使用者為例

The Analysis of User Behavior Awareness, Verification Behaviors, and Information Credibility: A Case of Facebook Community Users

吳欣純(Shin-Chun Wu)

Facebook ； 資訊驗證 ； 資訊信賴度 ； 網路使用行為 ； Facebook ； Information credibility ； Verification behavior ； Internet usage behavior

教學科技與媒體

101期（2012 / 09 / 01）

23 - 39

繁體中文

本研究探討Facebook 使用者行為、資訊驗證行為與資訊信賴度之相關性，研究方法為問卷調查，問卷分為五個部分，除人口變項與網站使用行為等基本資料外，另有3個分量表，分別測量使用行為感知、資訊驗證行為、以及資訊信賴度。本研究透過網路發放問卷，共獲得252個有效樣本，並以探索性因素分析實證資料。研究結果顯示，問卷各向度皆具有良好內部一致性信度，探索性因素分析顯示樣本資料大致支持研究者預設之因素結構，建構效度尚可。問卷發展完成後，以此問卷為研究工具，進一步研究Facebook 使用者行為與資訊驗證行為對於資訊信賴度之相關性。研究結果顯示：（1）Facebook常用功能不同在資訊信賴度的分數上有所差異；（2）Facebook使用者行為感知與其資訊信賴度、資訊驗證行為之間具有相關性；（3）未來研究方向可針對單一網站中不同功能探討使用者在資訊信賴度之差異。

The purpose of this study was to explore the correlation among the Facebook users' behavior awareness, verification behaviors, and their perceptions of information credibility. The study has developed a scale, and its reliability and validity were tested for later use in the research. In addition to collecting the demographic variables and website usage behaviors, the scale composes of three subscales to measure the behavior awareness, information verification behavior, and information credibility of the Facebook users. The study was conducted via an online survey and 252 valid samples were obtained. The exploratory factor analysis was used to analyze the empirical data. The results showed a good internal consistency reliability and acceptable construct validity for the total scale. The scale was further used to explore the relationships among Facebook users' behavior awareness, verification behaviors, and perceptions of information credibility. The results showed that users demonstrated significantly differences in the information credibility scores when using different Facebook functions. In addition, the Facebook users' behavior awareness, their perception of information credibility, and verification behavior were correlated. Implications and recommendations for future research were then provided.

1. CheckFacebook. (2011). CheckFacebook. Retrieved July 26, 2011, from http://www.checkfacebook.com/
2. Alexander, J. E.(ed.),Tate, M. A.(ed.)(1999).Web wisdom: How to evaluate and create information quality on the Web.Mahwah, NJ:Lawrence Erlbaum Associates.
3. Andrews, R. N. L.(ed.),Haythornthwaite, C.(ed.)(2007).The SAGE handbook of e-learning research.Los Angeles:Sage.
4. Carpenter, J. M.,Green, M. C.,LaFlam, J.(2011).People or profiles: Individual differences in online social networking use.Personality and Individual Differences,50,538-541.
5. Flanagin, A. J.,Metzger, M. J.(2007).The role of site features, user attributes, and information verification behaviors on the perceived credibility of web-based information.New Media & Society,9(2),319-342.
6. Hargittai, E.,Fullerton, L.,Menchen-Trevino, E.,Thomas, K. Y.(2010).Trust online: Young adults' evaluation of web content.International Journal of Communication,4,468-494.
7. Johnson, T. J.,Kaye, B. K.(1998).Cruising is believing? Comparing Internet and traditional sources on media credibility measures.Journalism and Mass Communication Quarterly,75,325-340.
8. Kujath, C. L.(2011).Facebook and MySpace: Complement or substitute for face-to-face interaction?.Cyberpsychology, Behavior, and Social Networking,14(1-2),75-78.
9. Metzger, M. J.(2007).Making sense of credibility on the Web: Models for evaluating online information and recommendations for future research.Journal of the American Society for Information Science and Technology,58,2078-2091.
10. Metzger, M. J.,Flanagin, A. J.,Zwarun, L.(2003).College student web use, perceptions of information credibility, and verification behavior.Computers & Education,41,271-290.
11. Meyer, P.(1988).Defining and measuring credibility of newspaper: Developing an index.Journalism & Mass Communication Quarterly,65,567-574+588.
12. Rheingold, H.(2000).The virtual community: Homesteading on the electronic frontier.Cambridge, MA:MIT Press.
13. Sawyer, R. K.(ed.)(2006).The Cambridge handbook of the learning sciences.New York:Cambridge University Press.
14. Tate, M.,Alexander, J.(1996).Teaching critical evaluation skills for world wide web resources.Computers in Libraries,16(10),49-52+54-55.
15. Zheng, S.,Shi, K.,Zeng, Z.,Lu, Q.(2010).The exploration of instrument of users' privacy concerns of social network service.Proceedings of the IEEE international conference on industrial engineering and engineering management 2010,Macau, China:
16. 邱皓政(2010)。量化研究與統計分析：SPSS（PASW）資料分析範例。臺北:五南。
17. 葉恆芬(2000)。碩士論文(碩士論文)。國立中正大學電訊傳播研究所。
18. 魏佑寧(2009)。碩士論文(碩士論文)。國立高雄大學資訊管理學系碩士班。

1. 鍾政偉,蔣宇婷(2020)。以計畫行為理論探討社群媒體搜尋行為之研究－兼論社群媒體之差異比較。Journal of Data Analysis，15(4)，69-101。