| 摘要: | Facebook是現在最熱門的社群網站，國內也有許多學術研究探討其使用者行為。本研究的特色在於，以Facebook使用者按讚行為作主軸，以社會交換理論及結構洞理論來作探討。
本研究針對深度訪談之成果，經由社會交換理論來解釋Facebook使用者的按讚行為，主要結論為 : 以報酬而言，按讚得到的無形報酬，像是增加友誼、維繫感情等，有形報酬像是因為在Facebook增進感情而得到業務或工作機會；以成本而言，主要會付出自己的情感；以互惠行為而言，當朋友幫自己按讚時，自己也會幫對方按讚，因此互相按讚的情形會不斷重複發生。另立足於結構洞理論進行分析的結果，受訪者普遍認同持續在社群網站中對好友按讚，積極經營Facebook的好友圈及活動，是有機會能夠拓展真實世界的人脈，對工作或是未來發展有幫助，增加佔據較佳結構位置。
次以媒體使用習慣及人格特質為本研究探討Facebook按讚行為的二個影響變項，採用問卷調查的方式回收問卷。研究結論顯示，媒體使用時間越長者， Facebook使用網齡也越長，在一天中Facebook使用時間也越長，並與按讚次數和留言次數呈正相關。而人格特質中屬於「神經質型人格」的使用者「分享次數」越多；「嚴謹型人格」的使用者「按讚次數」越少；屬於「外向人格」的使用者「分享次數」越少。
Facebook has become the most popular social network sites now. There are many related academic researches referring to users’ behavior on Facebook. This study, which is different from other studies is that we only use the behavior of Facebook users who click the "Like!" button as research subjects, and by which we will find the motivation with social exchange theory and structural holes theory.
In this study, the results of in-depth interview, through the social exchange theory to explain Facebook users click the "Like!" button: In terms of reward, the tangible benefits, such as increasing the friendship, maintain emotional, the intangible benefits, like get business or job opportunities. In terms of cost, the main pay their emotions. In terms of reciprocal relationship, the more a Facebook user repeats the behavior of click the "Like!" button for the same person, the more "Like!" he will receive from that person. Another result of structural holes theory, respondents generally agree continued in the community site for friends by praise, positive business circle of Facebook friends and activities, there is the opportunity to develop real-world connections, to work or future development to help increase the preferred structure to occupy the position.
After using media habits and personality traits as variables, influence Facebook users who click the "Like" behavior. The result of the study, the longer media use time, Facebook using by network age and using time are longer, click the "Like!" button and comment also more. The personality traits that belong to "Neuroticism" users, Share more. Belong to "Conscientiousness" users, click the "Like!" button fewer. Belong to "Extraversion" users, share fewer. |
