本研究探討了鼓勵(lì)繼續(xù)使用社交網(wǎng)絡(luò)的因素及其挑戰(zhàn)。內(nèi)容性、功利性和享樂性滿足的結(jié)構(gòu)被理論化,對持續(xù)性意圖產(chǎn)生顯著的積極影響。社會網(wǎng)絡(luò)疲勞被認(rèn)為對持續(xù)使用意圖有直接和調(diào)節(jié)作用。提出的研究模型包含了使用與滿足理論、持續(xù)使用意圖和社交網(wǎng)絡(luò)疲勞的構(gòu)建。本研究探討資訊分享、個(gè)人整合與逃避、社交網(wǎng)絡(luò)疲勞的直接效應(yīng)與緩和效應(yīng)三個(gè)構(gòu)念之間的關(guān)系。采用雪球隨機(jī)抽樣的方法,通過在線調(diào)查工具收集定量數(shù)據(jù),共收集到178份被調(diào)查者的數(shù)據(jù),并用結(jié)構(gòu)方程模型(SEM)進(jìn)行分析。研究結(jié)果解釋了在社交網(wǎng)絡(luò)中持續(xù)使用意圖的變異比例較大。從結(jié)果來看,信息共享(β=0.207,p=0.006)和逃避(β=0.305,p=0.00)與持續(xù)性意圖顯著相關(guān)。個(gè)人整合和社交網(wǎng)絡(luò)疲勞對持續(xù)使用意圖的影響不顯著,但社交網(wǎng)絡(luò)疲勞可以調(diào)節(jié)信息共享、個(gè)人整合和逃避與持續(xù)使用意圖之間的關(guān)系。此外,還測量了年齡、性別、經(jīng)驗(yàn)、使用頻率、微信使用時(shí)間等人口統(tǒng)計(jì)學(xué)變量,發(fā)現(xiàn)性別和微信使用時(shí)間對持續(xù)使用意愿有顯著影響。這項(xiàng)研究有助于從UGT的角度解釋鼓勵(lì)持續(xù)性意圖的因素與社交網(wǎng)絡(luò)疲勞帶來挑戰(zhàn)的方式之間的關(guān)系。

【文章頁數(shù)】：89 頁

【學(xué)位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
1.Introduction
    1.1.Research Background and Meaning
    1.2.Current Research Situation in Domestic and Abroad
        1.2.1.Research Situation Abroad
        1.2.2.Domestic Research Situation
        1.2.3.Review of Current Research
    1.3.Research Content and Methodology
        1.3.1.Research Content
        1.3.2.Research Method
        1.3.3.Research Technological Roadmap
    1.4.Research Contribution
2.Theoretical Background
    2.1.Uses and Gratification of Social Networking
        2.1.1.Content Gratification
        2.1.2.Utilitarian Gratification
        2.1.3.Hedonic Gratification
    2.2.Social Networking
    2.3.Social Network Fatigue
3.Factors Related to Social Networking Continuance Intention and Hypothesis
    3.1.Information Sharing
    3.2.Personal Integration
    3.3.Escapism
    3.4.Social Network Fatigue
4.Methodology
    4.1.Research Design
        4.1.1.Survey
        4.1.2.Questionnaire Survey dissemination
        4.1.3.Data Collection and Verification
        4.1.4.Survey Question
    4.2.Sample Description
        4.2.1.Sampling and Participants
    4.3.Data Analysis Method
        4.3.1.Structural Equation Modeling(SEM)
    4.4.Summary
5.Data Result
    5.1.Demographics
    5.2.Social Networking Continuance Intention Dependent Variables
    5.3.Descriptive
    5.4.Model Description
        5.4.1.Measurement Model
            5.4.1.1.Construct Validity
            5.4.1.2.Model Fitness
            5.4.1.3.KMO and Bartlett’s Test
            5.4.1.4.Rotated Component Matrix
    5.5.Structural Model
        5.5.1.Hypothesis Testing
        5.5.2.Moderation Analysis
    5.6.Discussion
        5.6.1.Continuance intention
        5.6.2.Impediment of continuance intention
6.Conclusion
    6.1.Implications
    6.2.Limitations
    6.3.Future Research Areas
References
Appendices
    Appendix A:Survey Questionnaire
Acknowledgements



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