社群媒體的行爲類型

dc.contributor沈永正zh_TW
dc.contributorShen, Yung-Chengen_US
dc.contributor.author黃舒娜zh_TW
dc.contributor.authorSoratanon, Sutatipen_US
dc.date.accessioned2019-09-03T09:57:27Z
dc.date.available2015-08-10
dc.date.available2019-09-03T09:57:27Z
dc.date.issued2015
dc.description.abstract-zh_TW
dc.description.abstractWith the popularity of Facebook, many people extensively adopt Facebook for different motivations. They are spending a plenty of time daily on surfing the site and post many their activities on their wall-post. This current study investigates users’ activities in social media (Facebook) from the Uses and Gratifications theory perspective. We use content analysis method for classify the type of post and record frequency of users’ posts. A survey on 200 samples was conducted to examine what motives users have for Facobook post. Data was analyzed using SPSS and AMOS. The results of hypotheses models suggested that entertainment motive (β=.36, P<.001) had statistically positive and significant effects on self-expression, entertainment motive (β=.19, P<.005) had statistically positive and significant effects on criticism. Social connection motive (β=.36, P<.001) had statistically positive and significant effects on announcement, social connection motive (β=.20, P<.005) had positive and significant effects on (re) sharing post. However, Information motive had not significant effects on (re)sharing post and criticism that this result hasobjection to previous research. Keywords: Facebook activities, Motives, Conceptual model of consumers’ social media activities, Uses and Gratifications Theory.en_US
dc.description.sponsorship管理研究所zh_TW
dc.identifierG060255022O
dc.identifier.urihttp://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060255022O%22.&%22.id.&amp;
dc.identifier.urihttp://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94621
dc.language英文
dc.subject社群媒體zh_TW
dc.subject臉書zh_TW
dc.subject動機zh_TW
dc.subjectFacebook activitiesen_US
dc.subjectUses and Gratifications Theoryen_US
dc.subjectConceptual model of consumers' social media activitiesen_US
dc.subjectMotivesen_US
dc.title社群媒體的行爲類型zh_TW
dc.titleAn Analysis of Contents of Virtual Social Mediaen_US

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