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作者:李霖
作者(英文):Lin Lee
論文名稱:社交媒體新聞使用者行為之研究
論文名稱(英文):The Study of the Social Media News Users’ Behaviors
指導教授:池文海
指導教授(英文):Wen-Hai Chih
口試委員:蔡宗宏
藍毓莉
口試委員(英文):Chung-Hung Tsai
Yu-Li Lan
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學號:610932106
出版年(民國):111
畢業學年度:110
語文別:中文
論文頁數:131
關鍵詞:對社交媒體信任功利利益享樂利益對平台信任感知隱私保護
關鍵詞(英文):Trust in Social MediaUtilitarian BenefitsHedonic BenefitsTrust in the PlatformPerceived Privacy Protection
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本研究探討社交媒體使用者的感知新聞功利性、感知新聞資訊性、感知新聞娛樂性對對社交媒體信任的影響,並討論對社交媒體信任、功利利益、享樂利益、對平台信任之間的關係,以及探討功利利益與享樂利益在對社交媒體信任與對平台信任之間的中介效果,且探討感知隱私保護在對平台信任與持續意圖之間的調節效果。本研究共收回250份有效問卷,研究結果顯示:(1)感知新聞功利性與感知新聞娛樂性對對社交媒體信任皆有顯著正向影響;(2)對社交媒體信任對功利利益與享樂利益以及對平台信任分別有顯著正向影響;(3)功利利益對於對社交媒體信任與對平台信任具有部分中介效果;(4)享樂利益對於對社交媒體信任與對平台信任具有部分中介效果;(5)感知隱私保護在對平台信任與持續意圖之間不具有調節效果。
This study investigates the relationships between perceived news utilitarian, perceived news informativeness, perceived news entertainment, trust in social media, utilitarian benefits, hedonic benefits, trust in the platform, and continuance intention. It also explores the mediation effects of utilitarian benefits/hedonic benefits between trust in social media/trust in the platform as well as the moderation effect of perceived privacy protection in the relationship between trust in the platform and the continuance intention. The research samples consist of 250 social media users. The results indicate that: (1) Perceived news utilitarian and perceived news entertainment have significant and positive effects on trust in social media. (2) Trust in social media has a significant and positive effects on utilitarian benefits, hedonic benefits, and trust in the platform, respectively. (3) Utilitarian benefits is a partial mediator between trust in social media and trust in the platform. (4) Hedonic benefits is also a partial mediator between trust in social media and trust in the platform. (5) Perceived privacy protection does not have a moderation effect in the between trust in the platform and continuance intention.
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 5
第三節 研究問題與研究目的 7
第四節 研究重要性與貢獻 9
第五節 研究範圍與對象 9
第六節 研究流程 9
第二章 文獻探討 13
第一節 雙重中介假說 13
第二節 感知新聞功利性、感知新聞資訊性、感知新聞娛樂性 15
第三節 對社交媒體信任 18
第四節 功利利益、享樂利益 20
第五節 對平台信任 22
第六節 持續意圖 25
第七節 感知隱私保護 26
第三章 研究方法 29
第一節 研究架構與研究假說 29
第二節 研究變數操作性定義與衡量 31
第三節 問卷設計 38
第四節 資料蒐集分析 39
第五節 資料分析方法 39
第六節 共同方法變異問題之處理 42
第七節 問卷前測結果分析 43
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 57
第四節 信度與效度分析 58
第五節 模型檢測─結構模式 66
第六節 中介效果分析 72
第七節 調節效果分析 73
第五章 結論與建議 75
第一節 結論 75
第二節 管理意涵與貢獻 76
第三節 研究限制與後續研究建議 80
參考文獻 83
附錄一、前測問卷 113
附錄二、英文原始量表 115
附錄三、前測共同方法變異檢測-探索性因素分析 119
附錄四、前測各構面量表收斂效度分析 121
附錄五、前測區別效度分析暨變數相關係數表 125
附錄六、前測各構面信度分析 127
頁次 附錄七、正式問卷 129
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