微網誌使用的需求動機及其影響

Motivations and Consequences of Micro-Blog Usages

10.6382/JIM.201201.0081

賴正育(Cheng-Yu Lai)；楊亨利(Heng-Li Yang)

微網誌 ； 動機 ； 即時資訊分享 ； 自我揭露 ； 社會支持 ； Micro-blogging ； Motivation ； Real-time Information Sharing ； Self-disclosure ； Social Support

資訊管理學報

19卷1期（2012 / 01 / 01）

81 - 103

繁體中文

微網誌是近年來新興的一種社交網站，允許使用者在專屬的頁面上發佈短訊息，其簡單、即時的特性是過去社交網站所不具備的。然而，目前文獻中對於個體使用微網誌的行為並沒有太多的探討，亦缺乏實證上的支持。因此，本研究試著從動機需求的觀點去瞭解個體在微網誌中自我揭露與即時資訊分享的行為，並且探討微網誌的使用對個體在社交層面可能產生的影響。本研究針對有Plurk使用經驗的個體進行實證，並且使用偏最小平方法（Partial Least Squares, PLS）對回收樣本進行分析。研究結果顯示，人氣需求、社交需求以及追求流行會顯著影響個體在微網誌中自我揭露的行為；而社交與娛樂的需求則會顯著影響個體在微網誌中即時分享資訊的行為。除此之外，個體對於微網誌的使用也會顯著影響其所知覺的社會支持程度。

Micro-blogging is a kind of new social networking sites (SNS) which allow users to exchange small elements of content on its platform. The simple and real-time features of micro-blogging are indeed different from traditional SNS. However, little empirical results were found in prior literature to elaborate individual's behavior of micro-blogging use. Consequently, this study tries to explore the influence of individuals' motivations on their self-disclosure and real-time information sharing behavior, as well as the possible social consequences of its use. Individuals who have experiences of using Plurk were invited as subjects. The Partial Least Squares (PLS) was utilized to examine the proposed model and hypotheses. Analytical results indicate that popularity, social, and fashion needs significantly influence individual's self-disclosure; while entertainment and social needs significantly influence individual's real-time information sharing behavior. Moreover, both individual's self-disclosure and real-time information sharing behavior have positive relationship with the level of social support she/he perceived.

1. Martin, D. (2009), ‘Twitter quitters post roadblock to long-term growth', available at http://blog.nielsen.com/nielsenwire/online_mobile/twitter-quitters-post-roadblock-to-long-term-growth/ (accessed 9 December 2011)
2. Heil, B. and Piskorski, M. (2009), ‘New twitter research: men follow men and nobody tweets', available at http://blogs.hbr.org/cs/2009/06/new_twitter_research_men_follo.html (accessed 9 December 2011)
3. Barak, A.,Gluck-Ofri, O.(2007).Degree and reciprocity of self-disclosure in online forums.CyberPsychology, Behavior & Social Networking,10(3),407-417.
4. Boyatzis, C. J.,Baloff, P.,Durieux, C.(1998).Effects of perceived attractiveness and academic success on early adolescent peer popularity.Journal of Genetic Psychology,159(3),337-344.
5. Chelune, J. G.(ed.)(1979).Self-Disclosure: Origins, Patterns and Implications of Openness in Interpersonal Relationship.San Francisco:JossyBass.
6. Cho, S. H.(2007).Effects of motivations and gender on adolescents' self-disclosure in Online Chatting.CyberPsychology, Behavior & Social Networking,10(3),339-345.
7. Christofides, E.,Muise, A.,Desmarais, S.(2009).Information disclosure and control on facebook: are they two sides of the same coin or two different processes?.CyberPsychology, Behavior & Social Networking,12(3),341-345.
8. Cobb, S.(1976).Social support as a moderator of life stress.Psychosomatic Medicine,38(5),300-314.
9. Derlega, V. J.,Metts, S.,Petronio, S.,Margulis, S. T.(1993).Self-Disclosure.Newbury Park:Sage.
10. Dunham, P. J.,Hurshman, A.,Litwin, E.,Gusella, J.,Ellsworth, C.,Dodd, P. W. D.(1998).Computer-mediated social support: single young mothers as a model system.American Journal of Community Psychology,26(2),281-306.
11. Fornell, C.,Larcker, D. F.(1981).Evaluating structual equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
12. Jansen, B. J.,Zhang, M.,Sobel, K.,Chowdury, A.(2009).Twitter power: tweets as electronic word of mouth.Journal of the American Society for Information Science and Technology,60(11),2169-2188.
13. Java, A.,Song, X.,Finin, T.,Tseng, B.(2009).Why we twitter: an analysis of a microblogging community.Lecture Notes in Computer Science,5439,118-138.
14. Krämer, N. C.,Winter, S.(2008).Impression management 2.0: the relationship of self-esteem, extraversion, self-efficacy, and self-presentation within social networking sites.Journal of Media Psychology,20(3),106-116.
15. Leung, L.(2002).Loneliness, self-disclosure, and ICQ ("I seek you") use.CyberPsychology, Behavior & Social Networking,5(3),241-251.
16. Macdonald, G.(1998).Development of a social support scale: an evaluation of psychometric properties.Research on Social Work Practice,8(5),564-576.
17. Nardi, B. A.,Schiano, D. J.,Gumbrecht, M.,Swartz, L.(2004).Why we blog.Communications of the ACM,47(12),41-46.
18. Pempek, T. A.,Yermolayeva, Y. A.,Calvert, S. L.(2009).College students' social networking experiences on Facebook.Journal of Applied Developmental Psychology,30(3),227-238.
19. Raake, J.,Bonds-Raacke, J.(2008).MySpace and Facebook: applying the uses and gratifications theory to exploring friend-networking sites.CyberPsychology, Behavior & Social Networking,11(2),169-174.
20. Rogers, E. M.(1962).Diffusion of Innovations.Glencoe:Free Press.
21. Ross, C.,Orr, E. S.,Arseneault, J. M.,Simmering, M. G.,Orr, R. R.(2009).Personality and motivations associated with Facebook use.Computers in Human Behavior,25(2),578-586.
22. Rubin, R.,Perse, E. M.,Barbato, C. A.(1988).Conceptualization and measurement of interpersonal communication motives.Human Communication Research,14(4),602-628.
23. Sheldon, P.(2008).The relationship between unwillingness-to-communicate and students' Facebook use.Journal of Media Psychology,20(2),67-75.
24. Sledgianowski, D.,Kulviwat, S.(2009).Using social network sites: the effects of playfulness, critical mass and trust in a hedonic context.Journal of Computer Information Systems,49(4),74-83.
25. Tichon, J. G.,Shapiro, M.(2003).The process of sharing social support in cyberspace.CyberPsychology, Behavior & Social Networking,6(2),161-170.
26. Tong, S. T.,Van Der Heide, B.,Walther, J. B.(2008).Too much of a good thing? The relationship between number of friends and interpersonal impressions on Facebook.Journal of Computer-Mediated Communication,13(3),531-549.
27. Tu, B.-M.,Wu, H.-C.,Hsieh, C. C.,Lin, J. Y.(2011).Applying the perspective of technology sensemaking to plurk user behaviors: an exploratory study.Proceedings of the 44th Hawaii International Conference on System Sciences (HICSS 2011),Koloa, Kauai, HI, USA:
28. Tufekci, Z.(2008).Grooming Gossip, Facebook and MySpace.Information, Communication & Society,11(4),544-564.
29. Wheeless, L. R.(1976).Self-disclosure and interpersonal solidarity: measurement, validation, and relationships.Human Communication Research,3(1),47-61.
30. Young, S.,Dutta, D.,Dommety, G.(2009).Extrapolating psychological insights from Facebook profiles: a study of religion and relationship status.CyberPsychology, Behavior & Social Networking,12(3),347-350.
31. Zakin, D. F.(1983).Physical attractiveness, sociability, athletic ability, and children's preference for their peers.Journal of Psychology,115(1),117-122.
32. Zywica, J.,Danowski, J.(2008).The faces of facebookers: investigation social enhancement and social compensation hypotheses; predicting Facebook and offline popularity from sociability and self-esteem, and mapping the meanings of popularity with semantic networks.Journal of Computer-Mediated Communication,14(1),1-34.

1. Chian-Son Yu,Basak Mendi(2018).Factors Affecting Retention of Continuous Microblog Users: Empirical Studies in Taiwan and Turkey.International Journal of Business and Information,13(1),37-70.
2. 曾怡靜、陳岳陽(2016)。影響網路強迫性購買傾向之因素研究。資訊管理學報，23(1)，63-98。
3. 陳玉雯、張婉菁(2013)。影響使用微網誌的因素、使用行為與使用滿足之關係：以噗浪為例。企業管理學報，98，77-108。
4. 黃士安、陳麗如、陳怡廷(2015)。樂當低頭族？智慧型手機行動應用程式之使用行為與孤寂感的關聯。Electronic Commerce Studies，13(1)，61-85。
5. 楊亨利、林青峰(2017)。微網誌短句的情感指數分析－以新浪微博為例。資訊管理學報，24(1)，1-28。