Facebook使用者互動性與休閒效益之研究

Abstract

臺灣Facebook註冊人口數至2011年11月15日止已達到11,163,900人，成長的相當迅速。因此本研究目的旨在瞭解社群網站使用者在Facebook上使用之現況，並探討不同背景之使用者在Facebook平臺上彼此有何種互動的現象與休閒效益，以及互動性與休閒效益間之差異性與關聯性，做為網站服務者未來規畫之參考依據。本研究針對臺灣地區已註冊之Facebook使用者，採用滾雪球問卷調查方式，獲得1,212份有效問卷，所得資料運用SPSS統計軟體分析，以描述性統計、單因子變異數分析、獨立樣本t檢定及皮爾森積差相關等統計方式進行分析處理，所得結果如下：一、Facebook以女性使用者、年齡21-30歲者、教於程度為大學（專）、職業為服務業、未婚、居住於北部、上網目的以瀏覽資訊、頻率以每天使用者、每次使用時間以121-240分鐘者為最多。二、使用者在Facebook平臺上的互動性以回饋為主要，而於休閒效益上則以社交效益為優先。三、不同之性別、年齡、教育程度、職業、婚姻狀況、居住地區、上網頻率、上網時間，使用者在Facebook上互動性與休閒效益間皆具有顯著差異情形。四、Facebook之互動性與休閒效益呈現顯著正相關；故在Facebook上之使用者，大多以年輕族群為主，且擁有不同的意識行為，因此本研究期望研究結果能協助Facebook網站之經營者，在未來規畫與平臺運用設計上，能提供更廣泛的資訊互動功能，針對網路使用者在人際關係與休閒效益層面上，做更適切且正面意義的網頁服務。The number of Facebook’s users in Taiwan has been increased rapidly. To November 15th in 2011, there has been 11,163,900 people registered Facebook. The purpose of the study was to 1) know the current usage of Facebook’s users, 2) discuss if the milieu of different users may lead to various interactions and leisure benefits, and further 3) investigate the differences and relations between interaction and leisure benefits. The study conducted the snowball sampling survey and collected questionnaires with 1,212 valid. The study conducted analyses on SPSS, presenting the descriptive statistics, one-way ANOVA, t test, and Pearson’s product moment correlation coefficient to discuss the results. The results were as follows: 1) The 21 to 30 year-old single female elites (with the diploma of colleges or the above, working in the service industry) living in Northern Taiwan were shown as the predominant groups of Facebook’s users; in addition, most of them surfed the Internet every day to get information online, and logged in Facebook for 121 to 140 minutes each time. 2) Users on Facebook mainly appealed for getting Feedback in terms of interactivity and for keeping social contact in terms of leisure benefits. 3) Users with different gender, age, education background, occupation, marital status, residency, log-in period may share different knowledge to the interactivity on Facebook and leisure benefits. 4) Theinteraction and leisure benefits were positively related. Therefore, we found that the users of social network service were mainly young adults of different ideology. To sum up, the study expected to help the proprietor/founder of Facebook provide users with other more functions in terms of interactions, interrelationship, and leisure benefits.