社群網站使用者個人價值與需求之探究

Valuable Features of Social Network Sites

鄭雲珊(Yun-Shan Cheng)；許秉瑜(Ping-Yu Hsu)；劉育津(Yu-Chin Liu)

方法目的鏈 ； 階梯理論 ； 價值階層圖 ； 社群網站 ； means-end chain ； laddering theory ； hierarchical value map ； social network sites

Electronic Commerce Studies

12卷1期（2014 / 03 / 31）

51 - 72

繁體中文

隨著社群網站（social network sites, SNS）的興起，近年來相關的研究如雨後春筍般的蓬勃發展，並以探討社群網站使用者的忠誠度（loyalty）與動機（motivations）之關連為主。鮮少研究針對社群網站使用者內心的需求功能、獲得利益與追求價值作出深入的探討。因此，本研究以社群網站之使用者為研究對象，並採用「方法目的鏈」（mean-end chain , MEC）作為研究工具，挖掘出14個使用者需求之功能、17項隨之而來的利益與4種使用者追求之個人價值，並藉此加以探討出使用社群網站之行為與動機間的關聯。本研究之結果將利於未來對社群網站使用動機與行為之研究提供良好的參考。

As the social network sites become popular recently, studies on SNSs have attracted many researchers. Among these, a large number of studies have focused on user loyalty and motivations. However, few studies pay attention to systematically investigate the details of benefits, and values users attained from the usage. The benefit and values are considered as motivation. Mean-End Chain method is adopted to discover the needs of users. In total, 14 functions, 17 benefits, and 4 personal values are found. The links between motivations and behaviors are also discovered. The study can help researchers to understand the values users derived when using the sites, the benefit user experiencing which lead to the value enjoying and the last but not the least, which functions can best bring the desired benefit.

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