本研究探討社群媒體使用者社交幸福感的前因變數，以社會臨場感作為正向影響因素，並討論互動性、投入、社會臨場感之間的關係；以潛伏作為負向影響因素，並討論資訊安全意識、隱私風險信念、潛伏之間的關係，且探討投入及隱私風險信念的中介效果。本研究對象為曾經使用社群媒體的使用者，共收回375份有效問卷。研究結果顯示：(1)互動性及投入對社會臨場感有顯著正向影響，且投入具部份中介效果；(2)資訊安全意識及隱私風險信念對潛伏有顯著正向影響，並且隱私風險信念具部份中介效果；(3)社會臨場感對社交幸福感的社會整合及社會認同皆有顯著正向影響，潛伏只對社會認同有顯著負向影響。

This study investigates the antecedents of social well-being and explores the relationships among interactivity, engagement, social presence, information secutity awareness, privacy risk belief and lurking on social media. The research samples consist of 375 members who have used social media. The results indicate that: (1) Interactivity and engagement have significant and positive effects on social presence. Engagement plays as the partial mediator between interactivity and social presence. (2) Information secutity awareness and privacy risk belief have significant and positive effects on lurking. Privacy risk belief is also partial mediator between information secutity awareness and lurking. (3) Social presence has positive effects on both social integration and social acceptance, whereas lurking only has a negative effect on social acceptance.

致謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與研究目的 5
第四節 研究重要性與貢獻 6
第五節 研究範圍與對象 7
第六節 研究流程 7
第二章 文獻探討 9
第一節 互動性(Interactivity) 9
第二節 投入(Engagement) 10
第三節 社會臨場感(Social Presence) 12
第四節 資訊安全意識(Information Security Awareness) 14
第五節 隱私風險信念(Privacy Risk Belief) 15
第六節 潛伏(Lurking) 16
第七節 社交幸福感(Social well-being) 18
第三章 研究方法 21
第一節 研究架構與研究假說 21
第二節 研究變數操作性定義與衡量 24
第三節 問卷設計 35
第四節 資料蒐集方法 37
第五節 資料分析方法 37
第六節 共同方法變異問題之處理與檢測 40
第七節 問卷前測結果分析 41
第四章 資料分析 49
第一節 正式問卷發放 49
第二節 敘述性統計分析 51
第三節 共同方法變異檢測 62
第四節 信度與效度分析 63
第五節 模型檢測─結構模式 74
第六節 競爭模型分析比較 80
第七節 中介效果分析 86
第五章 結論與建議 91
第一節 結論 91
第二節 管理意涵與貢獻 94
第三節 研究限制與後續研究建議 99
參考文獻 103
附錄一、前測問卷 121
附錄二、英文原始量表 125
附錄三、前測共同方法變異檢測－探索性因素分析 129
附錄四、前測各構面量表收斂效度分析 131
附錄五、前測區別效度分析暨變數相關係數表 137
附錄六、前測各構面信度分析 139
附錄七、正式問卷 143

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