本研究以三位候選人的粉絲專頁作為觀察的對象，以了解粉絲專頁在競選中所扮演之角色。透過分析Facebook本身的行銷特性，並討論Facebook上的回饋機制（「讚」、「評論」與「分享」）；另一方面則討論網路選戰在國內選舉中所扮演的角色，再以歐巴馬對社群網站應用的經驗，點出社群網站作為競選工具的可行性，以回答本研究的問題與目的：（1）訊息主題與訊息呈現方式的差異與粉絲按「讚」、「評論」與「分享」的差異為何？（2）三組候選人的粉絲專頁經營策略有何差異？本研究希望透過對訊息內容的分析，以及三組候選人粉絲專頁經營策略的分析，整理出屬於社群網站競選的經營方式。 透過「內容分析法」對訊息與「讚」、「評論」和「分享」之關係進行分析，本研究整理結果並提出對經營粉絲專頁訊息之建議：（1）形象塑造上以抓住候選人特質為主，但不偏離真實樣貌；（2）訊息主題的經營應有較多能夠呈現候選人真實想法之主題；（3）訊息呈現方式雖以複合式訊息較容易被分享，仍不可忽略文字訊息之重要。另外，本研究亦同時對三組候選人陣營進行「深度訪談」，以了解其粉絲專頁經營策略，發現三組候選人經營粉絲專頁背景的共通性在於增加「訊息曝光度」；在訊息主題的決策上，大抵都是在主軸底下做細節的延伸和攻防；且從效果評估來看，他們也都認為經營粉絲專頁具有一定成效在。 從三位總統候選人的粉絲專頁訊息內容分析以及經營策略來看，本研究認為，透過經營粉絲專頁能夠讓訊息曝光能達到一定的成效。另外，本研究也建議，應該要以「虛實交會」的手法並行，讓粉絲能夠從虛擬世界中走出，與候選人在真實世界中相會，讓線上與線下的關係能夠更緊密。 / This study aims to understand the role of Facebook pages in electoral campaign. The objectives of observations in this study are the three Facebook pages in regard to the three presidential candidates (Tsai Ing-wen, Ma Ying-jeou, and Sung Chu-yu). To establish the applicability of using SNSs as campaign tools in election, the study generates research questions as follows: (1) Among messages of observed three candidates’ fan pages, how are topics and ways of expression different from each other in the feedback mechanism? (2) What are the differences among the strategies of three candidates’ Facebook pages? Drawn from the results of content analysis and intensive interviews, suggestions are shown as follows: (1) image building of candidates should manifest personal characteristics rather than flamboyance; (2) topics and content of messages should reflect those candidates’ true opinions; (3) the multimedia format of messages are forwarded more often, but the influence of text message should also be concerned. As to strategies of candidates’ Facebook pages, the results in this study suggests managing Facebook pages could enhance the degree of ‘message exposure,’ the subject of message decisions are based on some main topics, and there are a few successful cases for using Facebook pages as a campaign tool. In conclusion, there are some evidences for enhancing ‘message exposure’ by running Facebook pages in this study. Furthermore, to arouse more sense of identification among Facebook fans, political campaigns should be conducted in both ‘cyberspace’ and ‘reality.’

網際網路的發展讓人們的生活起了變化，Web2.0的概念更是增加了人們對網際網路的依賴性，我們成為網路內容的生產者、我們在社交網站上發表、追縱朋友的動態，以及取得全球世界各地的資訊。在這無限的虛擬空間中隱含的巨大商機，讓各大企業紛紛而至，因而加速了Web2.0社群網站的發展，維持與增加網站流量更是成為社群網站生存的關鍵與重要的績效指標。但社群網站該如何從流量指標之變化來評斷社群網站之績效呢?這是令我們最好奇之處。 藉由Google Analytics提供的流量分析工具，本研究蒐集了台灣四間社群網站1-3年間的流量資訊進行分析，考量蒐集之資訊具時間序列性質特性，本研究首先採用移動視窗法重新進行資料的整理，並據此概念應用在後續的統計分析。此外，本就以指數加權平均法及多元迴歸分析進行流量異常值之偵測，最後，對照各網站重大事件里程碑並與各網站業主進行一對一深訪。故本研究實際上包含質、量化之分析結果。 本篇研究四間個案網站為例，並依網站創造的服務與使用者互動情形流量將其區分為社交互動型與資訊交換型網站，並歸納其在網站流量指標上不同特徵表現及各自可參考之績效評估指標。同時，本研究採用多元迴歸分析做為社群網站績效評估模型，並企圖建構一績效評估分析流程期以做為後續研究者針對網站流量相關研究之參考。 / The development of Internet makes a great influence on human society and the development of Web2.0 enhances human’s dependence on the internet and becomes a channel of social connections. Currently, most contents of the Internet are generated by common users who could retrieve information through the entire network and trace their friends’ actions over the Social Network Sites (SNSs).Owing to the potential business opportunities on the internet, companies try to enter the market causing the prosperities of SNSs. Maintaining or even increasing traffic flows become a critical issue for SNSs to survive in the competitive market. However, how to evaluate the performance of SNSs based on traffic flow indices remains unsolved.This study collected Google Analytics data for 1-3 years from four SNSs’, respectively.Consider the time series charactics, this study applied “Moving Windows“ to organize the data for further statistical analysis.In addition, Exponentially Weighted Moving Average and Multiple Regression Analysis were used to detect the abnormal traffic flows. Finally, these abnormal records were compared with the important events and one-on-one interviewings with the SNSs operators were conducted. The results of this study are based on qualitative and quentitative analysis. This research studiesd four SNSs that were categorized into information-oriented and interaction-oriented services based on their services and users’ interaction. The SNSs at different categories behaved differently following certain characteristics defined previously.A performance evaluation process was developed as a reference for further studies.

Web 2.0低技術門檻、雙向溝通等特性是非營利組織電子化的立基，然而，相關的實證研究顯示，大部分的非營利組織皆無法有效利用網路作為互動溝通的工具。因此，本研究針對倡議型非營利組織的網站，以滾雪球抽樣法進行線上檢閱，並挑選合適個案進行深度訪談，藉此瞭解倡議型非營利組織應用Web 2.0的實務情況，欲檢視Web 2.0對於倡議型非營利組織的優勢何在以及應如何運用，以此作為其他類型的非營利組織運用Web 2.0時的參考。由於非營利組織與政府同樣具有政策倡議的本質，因此，本研究也將提出對政府機關在應用Web 2.0時的建議。 研究結果顯示，本研究所觀察的非營利組織明顯將Web 2.0網站作為傳播組織相關資訊的工具，藉此與潛在支持者建立關係，部分組織一開始並非有系統且規劃地運用，但是在實務的運用經驗中，也逐漸發掘出各類平台的優勢與特點，發展出不同的網站應用策略，並達成這些平台當初使用的目的:與他人開啟對話空間並進而建立關係。另外，根據研究結果亦可發現，臉書逐漸取代部落格在訊息傳播的功能，而部落格則因其具備優秀的資料儲存與整理能力，而被作為議題的資料庫。最後，雖然根據相關研究顯示，多數非營利組織無法善用臉書與潛在支持者溝通，但本研究發現，倡議型非營利組織利用臉書與潛在支持者開啟對話，而有利於倡議。 根據以上研究發現，本研究可以針對不同對象提出實務建議。就非營利組織而言，本研究建議其可以善用網頁分析工具、發展完善的整合策略、發揮網頁募款的潛能以及積極發揮Web 2.0的對話潛能。就政府機關而言，本研究建議其可利用Web 2.0概念增加政府網頁的創新性與便利性，以及利用社群網站增加政府資訊的流通性。 / The characteristics of Web 2.0 promote effective communication and require low skill. These characteristics are niche for nonprofit organizations (NPOs). According to the relevant studies, however, most NPOs can’t effectively communicate with potential supporters by making the best use of the Internet. Hence, the study aims to explore whether and how advocacy NPOs utilize Web 2.0 and the efficacy. The study samples advocacy NPOs and their websites. By snowball sampling, content analysis and in-depth interviews, the results show that these NPOs have been apparently utilizing Web 2.0 technologies as one of their tools to disseminate information and connect potential supporters. At first, most observed NPOs didn’t adopt Web 2.0 systematically, but they have found strengths of Web 2.0 from their practice, developed many strategies and succeeded in building relationship with their potential supporters. Additional findings indicate that the NPOs which use their websites to disseminate information gradually replace blogs with Facebook. Blogs, however, remain useful for the NPOs due to its advantage on information storage and information arrangement. Finally, although relevant research shows that most NPOs can’t utilize Facebook to communicate, our findings support that advocacy NPOs utilize Facebook to communicate and advocate. The research findings contribute to suggestions on NPOs and governments in practice. NPOs should improve their website’s content, develop integrated strategy to coordinate online and offline activities, enable their websites for fundraising and communication. In addition, government should increase convenience and creativity of their websites by applying Web 2.0 technology and disseminate information by social networking sites.

本研究以人際關係為出發點，希望了解在社群網站形成的人際關係網絡中，個人自我呈現需求和人際關係需求與自我揭露之關聯，揭露對象的差異以及人格特質的影響。本研究以問卷調查法進行，對擁有Facebook帳號者之使用者發放問卷。結果顯示，個人提升自我形象、主動包容和情感期待需求對於在社群網站中向普通朋友及親密朋友的自我揭露有正向影響，情感表達需求對於在社群網站中向普通朋友的自我揭露有正向影響；被動歸屬需求對則普通朋友及親密朋友的自我揭露有負向影響。 此外，外向與自戀人格特質的使用者自我揭露行為上，也有不同的發現。內向的人的被動歸屬需求對普通朋友及親密朋友的自我揭露有負向影響，且被動引導需求對親密朋友的自我揭露有正向影響。而自戀的人的主動控制需求對普通朋友的自我揭露有正向影響。 研究結果提供了基於人際關係需求的社群網站自我揭露動機，並分析面對不同揭露對象時，人際關係需求對揭露的差異，對社群網站使用者的動機和行為有更深入的了解，並提供理論基礎。而針對不同人格特質的使用者，比較在社群網站自我揭露之差異，了解社群網站使用者的不同面貌。 / This study tried to understand the influence of self-presentation need, interpersonal need on self-disclosure of normal friend and close friend at the social network sites. Sample survey was applied to investigate Facebook users. The result reveals that “self-promotion”, “expressed inclusion”, and “wanted affection” needs have positive impacts on self-disclosure of normal friend and close friend in SNS. “Expressed affection” needs have positive impacts on self-disclosure of normal friend. In addition, “wanted inclusion” has negative influence. Furthermore, there are some different findings among extroverted, introverted, narcissistic and non-narcissistic groups.

社群網站集結了線下各種社會關係於平台中的特色，幫助使用者重整自我人際關係。社群網站中的各種功能得以應對不同社交情況，然而，根據東方線上的調查報告指出，以多重帳號分流管理人際關係的現象愈加普遍，社群媒體打破了虛實人脈的界線，在隱私權與形象管理等需求下，衍生出「雲端多重人格症」，出現多帳號、人際分流的狀態。 　　尤其當人們踏入職場後，將比起學生族群面臨更為多樣的社會交際互動。因此，本研究以擁有多個Facebook帳號的上班族為對象，探究他們在使用多重Facebook帳號時所採取的戰術策略、所面臨的人際關係與權力影響，以及在不同帳號中所呈現的自我形象。 　　本研究透過深度訪談法蒐集了八位在Facebook中經營多重帳號之上班族的使用經驗，發現上班族使用者們以創建多個Facebook帳號，作為閃躲Facebook意圖讓使用者間更加緊密連結的主要手段，藉由「與現實生活中可連結之假名」、「不完整的個人資料編輯」、「帳號間的互相封鎖或追蹤」等戰術，來對抗Facebook希望達到的人際關係串聯。另一方面，這種策略運用可被視為對de Certeau所提出之「戰略」與「戰術」的顛覆，Facebook使用者不僅運用戰術躲避網站空間的戰略，亦用以閃躲其他戰術使用者，形成另一種「戰略」與「戰術」的共舞狀態。此外，Facebook多重帳號的上班族使用者藉著「戰術」使用，不僅翻轉了原先de Certeau對「戰略」與「戰術」之二元觀點，更推翻費孝通早期所提出的人際親疏遠近模型。社群網路中的人際關係與權力影響充滿不確定性，親疏遠近的定義隨著不同使用者而改變，透過將不同層面之好友加入不同帳號的過程，上班族使用者能夠更彈性地控制這些關係中親疏遠近的變更，並在Facebook人際互動的過程中獲得更多自主權。同時，多重帳號的使用模式將傳統虛擬社群中人們得以自由探索自我之特性帶入與現實生活緊密相連的社群網站中，藉由在不同親疏關係的帳號中有不同程度的展演，上班族使用者得以同時在前／後台中現身，一邊整飾自我形象，一邊解放真實自我。 / Given the function of representing offline social relations, social media platforms, such as Facebook, facilitate users to maintain their online relationships based on different social conditions. According to a report of Eastern Online, some users, for the reasons of privacy and image control, manage their interpersonal relationship with multiple accounts, resulting in the online phenomenon of ‘multiple accounts, multiple relations’. This is especially true when students graduate from schools and start to work. Once becoming job employees, they have to encounter their bosses, colleagues, and other phatic relations, enhancing their desire for manipulating multiple accounts. Therefore, the purpose of this study is to examine Facebook users who have created multiple accounts for social groupings, to explore their tactics against the potential power subjects such as their parents, their bosses, or Facebook itself, and to discover how they formulate their images in different accounts. Eight employee subjects with multiple Facebook accounts were recruited for in-depth interviews. The study found that, although the Facebook policy encourages world-wide users tightly interconnected, users tend to escape from this strategy by using pseudonym, partial and falsified personal data, and block and trace tactics among Facebook friends. On the other hand, users not only use tactics against the strategy made by Facebook, but also against other tactic users such as their parents or elders who are relatively powerless in using Facebook and would like to tactically detect their children’s actions all the times. Such findings have challenged de Certeau’s theory of everyday life practice, since the binary distinction of strategy and tactic is no more warranted. The study also found the uncertainty of interpersonal relationship in Facebook. Thanks to Facebook design, users are allowed to join different friends into different accounts. In other words, they can define who are ‘close friends’ and who are ‘not so close’ online. And this definition may change from time to time. Such self-control provides users with flexibility to rewrite the closeness of their Facebook ‘friends’ in different life periods. Consequently, they rewrite the stable nature of Fei Hsiao-Tung’s sense of ‘relationship’, in which closeness and strangeness would not change easily over time. Finally, with the use of multiple accounts, the study found both front-stage and back-stage selves in Facebook, making image management more complex and increasing the possibility of liberating the true selves.

韓國的文化工業發展興盛，「韓流」以韓劇的出口為開端，近年來隨著韓國流行音樂 (K-Pop) 不斷向海外擴張，韓流不僅影響亞洲各國，在歐美各國也掀起一股潮流，而社群媒體可說是這股風潮的重要推手。藉著社群媒體，K-Pop觸及了更廣大的聽眾群，歌迷也可藉著社群媒體直接表達對於偶像的喜愛及忠誠。 隨著網路及新科技發展，音樂本身對於消費者將越來越便宜，實體唱片的銷量註定會持續下降；在這情況下，消費者在演唱會以及非音樂性衍生商品的消費，對音樂產業的重要性上升。因此了解願意付費觀賞演唱會以及購買衍生商品的樂迷，對音樂產業日趨重要。 檢視過去對於迷社群的研究，多從社會學及心理學的角度出發，缺乏從商學的角度切入的觀點，本研究旨在瞭解在數位音樂時代，社群媒體以及利用社群媒體串聯的迷社群，對於迷群音樂消費的影響。本研究以韓國偶像團體Super Junior的迷群為研究對象，以深度訪談方式，訪談11位Super Junior迷，了解迷的社群媒體使用習慣，以及社群媒體上的互動跟迷的音樂消費之間的關聯性。 經過深度訪談及資料分析，本研究得出以下三點結論：(1) 透過社群媒體集結的迷群，相較傳統的迷社群，雖然信任關係發展較慢，但社群媒體的人際關係發展與真實生活較貼近，在社群媒體的上的互動，對社群內部成員有較高的影響力；(2) 社群媒體對於迷群而言具有多重的功能：與Super Junior成員直接互動的工具、獲取最新資訊的管道、擴散有時效性訊息的媒介、和其他迷互動的媒介。在音樂消費的過程中，社群媒體除了是消費資訊來源地，也是買家跟賣家的媒合地，迷對於來自於社群內部的消費資訊有較高的信任感，因此雖然社群媒體上的迷群互動不會直接將使用者變成消費者，卻可以促成消費的完成，對於音樂消費有重要影響；(3) 社群媒體在音樂產業中扮演三個角色：音樂消費與擴散的媒介、音樂相關資訊的集中地、促成產業內各角色 (迷、歌手、唱片公司) 之間的交換 (exchange)。 / Korea’s cultural industry has enjoyed rapid growth due to the rise of “Korean wave (hallyu)”, which is led by Korean drama since 1990s. Korean wave has conquered Asia, but now with the rise of K-Pop, Korean wave reaches a wider audience in the West. Social media plays a crucial role for Hallyu’s success in the global level. Social networking media make K-Pop brands easier to reach global audience, and those fans use these media tools to proclaim their devotion and to promote K-Pop to their friends. This research categorizes music products into musical product, including records and live concert, and non-musical associated product, including concert paraphernalia. New digital technologies have transformed the ways of music consumption which results in decline in sales of musical products. However, fans tend to engage with a variety of products related to their interests, and their consumption on live concerts and non-musical associated product is getting important for music industry. Existing research on fan culture mainly comes from sociology or psychology viewpoint. This research discusses fan music consumption from management perspective and tries to explore the role social media plays to influence music consumption. This research uses the most popular K-Pop group, “Super Junior,” as a case. Through interviewing 11 Super Junior fans, this research examines how fans use social media to communicate and interacts with other fans in the fan community. Through in-depth interviews and data analysis, there are three main findings concluded by this research. First, compared to traditional virtual fan community, in terms of virtual fan community, it takes longer to develop the trust relationship on social media. However, the way fans communicate on social media is closer to the real life. As a result, interactions on social media influence members much greatly. Second, social media is a multi-function tool for fans, which allows them to directly communicate with Super Junior members, to quickly receive the latest information from other countries, to quickly spread timeliness information, and to communicate with other fans. Therefore, social media and fan community do contribute to fulfillment of music consumption. Last, social media plays three roles in music industry: the platform of media of music consumption and diffusion, a place where all music-related information are collected, a contributor to exchange between different players (fans, singers, music companies) in the music industry.

網路使用者對社群網站的依賴日漸加深，同時，使用者卻在不同社群服務供應商之間不斷轉換，綜觀過去研究，多著眼於服務供應商與使用者的關係，有鑑於此，本研究欲探討影響社群網站消長的主要因素，進而修正既有轉換行為模式，發展社群網站轉換行為模式。本研究收集667份有效問卷，以鎖定效應(包括轉換態度、主觀規範、轉換成本、過去轉換行為、多方尋找傾向)、品質、易用度、個人化、網站形象、滿意度、涉入度、使用頻率、互動頻率為自變項，轉換意圖為中介變項，轉換行為為應變項，研究結果發現鎖定效應能有效預測社群網站轉換意圖與轉換行為，轉換意圖正向影響轉換行為，進一步發現個人化、網站形象、涉入度、網站使用頻率會直接影響轉換行為，並根據社群網站的特性，將轉換成本重新分類，以供未來社群相關研究參考。 / This research was done to study the switching behaviors of social networking sites users. Data was obtained via an empirical survey of 667 social networking sites users. The findings of this study indicate that mooring effects(including attitudes toward switching, subjective norms, switching costs, and variety-seeking tendencies) appears to have a stronger influence both on user’s switching intentions and switching behaviors, and a positive relationship between switching intentions and switching behaviors. Furthermore, the personalization, website image, involvement and frequency of use have direct influence on switching behaviors. According to the characteristics of social networking sites, this study classifies the categories of switching costs for further research.

進入Web2.0時代後，社群網站產業成長快速，從各大入口網站、部落格網站及社群網站業者所投入的程度來看，社群網站的確是目前極具發展前景的網路新興產業。但觀察目前現有的社群網站研究文獻，大多仍局限於探討社群網站使用者的使用動機、行為等等，對於社群網站的產業環境、廠商策略、行為與績效，以及服務機制的使用、應用創新程度缺乏有力的分析。故本研究藉由SCP產業分析模型來分析社群網站的產業狀況，以『結構—行為—績效』的架構來分析社群網站的產業結構、市場行為與經濟績效之間的關係，佐以產業五力分析理論及產業生命週期理論研究社群產業現況，據以歸納出社群產業的現況及社群網站廠商經營策略的關鍵成功因素，並對未來的社群網站提供建議。 本研究採質化及量化的研究方式。質化部份為分別對台灣主要的四家社群網站（Facebook、無名小站、痞客邦、優勢網）做個別研究，訪談相關資深人員，得出目前產業的現況及各家廠商的關鍵成功因素。量化部份則藉由蒐集問卷樣本資料，分析社群網站使用者的動機與行為、以及他們對於上述四家社群網站功能的偏好。 本研究結果發現，(1) 社群網站的經營模式多為建立一個網路平台，以網站的功能吸引使用者加入並增加黏著度，並以高流量吸引廣告收入，故社群網站一般不會對使用者收費。(2) 社群網站產業沒有傳統上所謂的供應商，與同業間也非傳統的競爭關係。因為使用者可同時使用多個社群網站，社群網站間的使用者也很有可能重複，所以社群網站間並非零和的競爭關係。現今多為互相串連合作，使更多使用者加入與增加停留時間，擴大產業的影響力。(3) 社群網站產業呈現大者通吃的現象，同一類型的社群網站只有前一兩家能夠生存。(4) 社群網站產業的進入門檻低，但新進入者必須有足夠的差異性與創新性才能成功。而現存的社群網站也必須不斷創新服務、提供新功能，才能保有領先地位不被淘汰。(5) 社群網站未來將持續著重於建立使用者之間的人際網路，讓彼此的訊息往來更加簡便迅速。 最後，本研究希望據以歸納出社群產業的環境狀況及各家具代表性的社群網站廠商的關鍵成功因素，並針對未來的社群網站廠商提供建議。 關鍵字：社群網站、SCP產業分析模型、Web2.0、產業五力分析、產業生命週期、關鍵成功因素 / In the Web2.0 era, the growth rate of social networking industry is so fast. The social networking sites are so potential businesses from the investments of major portals, blogs and social networking sites. Almost the thesis are studied the users’ behaviors and motivation’s factors. It’s so lack to study about the industry’s environment, the strategies, conducts, performances of social networking site business. So, this thesis wants to analysis the social networking industry by SCP model. And it wants to analysis the relationship of industry structure, conducts, and performances, and to study the industry status by five competitive force model and industry life cycle theory. It wants to summarize the status of social networking industry, the key successful factors, and the suggestions for future new entrants. This thesis is studied by qualitative research and quantitative research. The qualitative research is that I had a discussion with the senior managers of four famous social networking sites. It discussed the status of the industry and the key successful factors. And the quantitative research is by collecting questionnaire, analysis of community motivation and behavior of website users and their social networking site for the function of the four sites. This study summarized that (1) social networking business model is to build up a networking platform’s functions to attract users to this site, to increased degree of adhesion to earn more high advertising revenue. It can’t charge any fees from users. (2) There is no supplier that like as the tradition business. And the competition is not like as the traditional business due to users can simultaneously access multiple social networking sites. Each user has some different social networking site’s accounts. (3) Just one or two largest sites can survive in similar business model. (4) The entry barrier is so low, but the new entrants must have a sufficient difference and innovation to succeed. (5) the future of social networking sites will continue to focus on interpersonal networks between users, to let social information more easily and quickly. Keywords: social networking sites, SCP industry analysis model, Web2.0, five competitive forces analysis, industry life cycle, the key successful factors

隨著社群網路不斷快發展而使得上社群網站成為使用者每日生活的一部分，而社群商務也因此蓬勃發展。社群商務是社群網站使用者因社交活動而彼此交換分享產品或服務資訊的行為。根據Forrester Research在2011年的報告，預測至2015年時社群商務的產值將達300億美金。因此社群商務將隨社群網站不斷的發展，將越來越重要。 因此，本研究文獻回顧及焦點訪談藉由社群網站行為-參與及瀏覽二種行為、社會資本-結合型社會資本(親密朋友)及橋接型社會資本(普通朋友)來預測社群網站使用者採用社群商務-給予及接受二種意願。 本研究以社群網站臉書的使用者為研究對象，研究以紙本及線上二種方式來搜集使用者問卷。紙本問卷主要以北部某大學生為主要搜集對象，線上問卷則以在電腦教室的大學生、社群網站臉書的線上使用者及BBS-批踢踢實業坊的使用者同時也是社群網站臉書上的使用者為主。有效問卷970份。經由信度分析、效度分析及共同方法變異分析，確認本研究之信效度，並採用偏最小平方法(Partial Least Square,PLS)，來進行結構方程模式(Structural Equation Modeling, SEM)研究模型分析。 總體研究一開始先進行分析社群網站行為、線上社會資本及採用社群商務三者主構面皆為二階構面之間的關係。結果發現社群網站行為對線上社會資本及線上社會資本對採用社群商務三個主構面皆是顯著正向的關係。接著本研究模型整體分析社群網站行為-參與及瀏覽、線上社會資本-結合型(親密朋友)及橋接型(普通朋友)對使用者採用社群商務的意願-給予及接受皆有正向顯著的影響。因此本研究並繼續在就個別研究子構面進行探討。 參與行為和瀏覽行為皆對結合型(親密朋友)社會資本有顯著的正向影響，但瀏覽行為對於結合型(親密朋友)社會資本的正向影響程度大於參與行為對於結合型(親密朋友)社會資本的正向影響程度。參與行為和瀏覽行為皆對橋接型(普通朋友)社會資本有顯著的正向影響，但瀏覽行為對於橋接型(普通朋友)社會資本的正向影響程度大於參與行為對於橋接型(普通朋友)社會資本的正向影響程度。 參與行為對採用社群商務意願（給予）有顯著的正向影響，但瀏覽行為對採用社群商務意願（給予）沒有影響。參與行為和瀏覽行為皆對採用社群商務意願（接受）皆有顯著的正向影響，但參與行為與瀏覽行為二種行為對於採用社群商務意願（接受）沒有顯著的不同。 結合型(親密朋友)及橋接型(普通朋友)社會資本對採用社群商務意願（給予）皆有顯著的正向影響，且橋接型(普通朋友)社會資本對於採用社群商務意願（給予）的正向影響程度大於結合型(親密朋友)社會資本對於採用社群商務意願（給予）的正向影響程度。結合型(親密朋友)及橋接型(普通朋友)社會資本對採用社群商務意願（接受）皆有顯著的正向影響，但結合型(親密朋友)及橋接型(普通朋友)二種社會資本對於採用社群商務意願（接受）沒有顯著的不同。 綜上所述，總體而言，瀏覽行為對於社會資本優於參與行為對於社會資本的影響。參與行為對於採用社群商務意願優於瀏覽行為對於採用社群商務意願。橋接型(普通朋友)社會資本對於採用社群商務意願優於結合型(親密朋友)社會資本對於採用社群商務意願。 此外，在經由量化分析研究，本研究獲得全部研究假設分析的結果，接著本研究並採用事後質性分析(Post Hoc Qualitative Analysis)，利用半結構式深度訪談，對象包括大學部1-4年級的學生及上班族來做事後質性分析。事後質化分析的結果是將量化分析的所支持的假設加以驗証及探究更深一層的說明，並提供解釋量化分析所不支持假設的可能原因。 本研究理論貢獻在於採用社群網站行為-參與及瀏覽及線上社會資本-結合型(親密朋友)及橋接型(普通朋友)來預測採用社群商務-給予及接受之意願。較少研究採用社群網站行為及社會資料理論來解釋社群商務。管理意涵在於社群網站的營運者，應思考如何藉由社群網站來增加對使用者的〞黏性〞及提昇使用者瀏覽網站的流量，並依據使用者之前瀏覽的記錄，來推測並提供使用者所喜好的内容。更進一步來說，為增加使用者的參與行為可依照使用者彼此間的互動來分析使用者社群網站上的行為以推薦使用者加入其有興趣的粉絲團及社團，以增加親密朋友及普通朋友之使用者彼此的互動，同時增加線上結合型及橋接型社會資及使用者採用社群商務的意願。此外，本研究建議社群網站經營者應努力發展線上朋友介紹功能，並藉由大數據的資料分析擴大使用者的交友範圍。對於使用者線下的朋友，希望將其成為本身結合型(親密朋友)或橋接型(普通朋友)的社會資本。對於使用者線上不認識的朋友，希望能其成為橋接型(普通朋友)的社會資本，因為他們可能加入同一粉絲團或社團，以促進社群網站的使用者採用社群商務的意願。 / Following the fast growing of social network sites (SNS) such as Twitter, LinkedIn and Facebook in the cyber world recently, the social commerce has become an important emerging issue in these SNS. According to the Forrester Research (2011) predicted the total value of output for social commerce will reach US$30 billion in 2015. Because the development of social commerce will follow the continueous growing of SNS, the social commerce will play a pivotal role in the e-commerce. According to the literature review and focus group discussions, the study explored and applied SNS behavior including participating and browsing, social capital theory including bonding (close friends) and bridging (ordinary friends) to predict SNS users to adopt giving and receiving social commerce intention (SCI). The study applied an empirical research on SNS users i.e. FB users to be research target samples. The data collection were applied by paper_based and online_based as two way to collect sample data. With regard to sample data from paper_based survey, the study adopted undergraduate students of a university located in northen Taiwan was the research main collection samples for paper_based survey. As to online_based survey, the study utilized undergraduate students, who are the same as paper_ based survey in the same university with computer lab classes, FB users of researchers’ friends and Taiwan largest Bulletin Board System-PTT who are also FB users to collect online users’ data. The total valid samples are 970 from online_based and paper_based survey. After reliability analysis, validity analysis and common method variance testing, the study confirmed that reliability and validity of study samples met the requirement of each statistical testing and were qualified for testing the study whole research model. Then, the study adopted partial least square (PLS) to proceed with structural equation modeling (SEM) research model testing. As to whole model research testing, in the beginning the study was testing the relationship among SNS behavior, online social capital and SCI. The three constructs are second order constructs. The testing results show the effects of SNS behavior on online social capital and the effects of online social capital on SCI are significantly positive. Hence, the research continues to proceed with the research model testing. The research findings of whole research model testing have shown SNS behavior as a second order construct of participating and browsing, online social capital-bonding and bridging are both significantly positive influence to adopt social commerce intention as a second order construct as SCI (giving and receiving). Hence, the study will continue to explore the relationships between each sub-construct in the research. Participating and browsing behavior are both significantly positive on bonding social capital. Moreover, browsing behavior is more significantly positive associated with bonding social capital than participating behavior is associated with bonding social capital. Participating and browsing behavior are both significantly positive on bridging social capital. Browsing behavior is more significantly positive associated with bridging social capital than participating behavior is associated with bridging social capital. Participating behavior is significantly positive on adopting SCI (giving). However, browsing behioavr is no significant influence on adopting SCI (giving). Participaiting behavior and browsing behavior both have significantly positive influences on SCI (receiving). However, there are no significant differences between participating behavior and browsing behavior on adopting SCI (receiving). Bonding and bridging social capital are both significantly positive on SCI (giving). Moreover, bridging social capital is more significantly positive associated with SCI (giving) than bonding social capital is associated with SCI (giving). Bonding and bridging social capital are both significantly positive on SCI (receiving). However, there are no significant differences between bonding and bridging social capital on adopting SCI (receiving). To Sum up, generally speaking, browsing behavior is better on social capital than participating behavior is on social capital. Participating behavior is more suitable on adopting SCI than browsing behavior is on social capital. Bridging social capital is more appropriate on adopting SCI than bonding social capital is on adopting SCI. Besides, after quantitative data analysis, the study proceeds with the post hoc qualitative analysis. Utilizing semi-structured in-depth interviews with undergraduate students and working persons to continue post hoc qualitative analysis. The aim of post hoc qualitative analysis is to validitate and provide insight for the hypotheses which are supported by quantitative analysis. Moreover, it provides the explainations for the hypotheses which ae not supported by the quantitative analysis. The theory contributions of the study are applying SNS behavior including participating and browsing, social capital theory including bonding and bridging to predict SNS users to adopt SCI (giving and receiving). Seldom researches SNS behavior and social capital theory to explain social commerce individually. With regard to managerial implications are for SNS operators to think how to utilize SNS to increase users stickiness and raise users’ browsing quantities - following the users’ accumulated browsing behaivors history to predict and provide the contents which users may have interest. Moreover, regarding the interacting behavior for SNS users of participating behavior is to analyze the behaviors of SNS users and to recommend uers to join the fan pages or clubs that they may be interested in. Doing so is to increase the interactions with close friends and ordinary friends to enhance online bonding and bridging social capital and the users’ intentions to adopt SCI simotenously. In addition, the study recommends SNS operators to adopt friends introducing functions thoroughly and apply big data statistical analysis to enlarge the users’ friends rang to make more SNS friends. For the SNS offline friends, the study wish to let SNS users’ offline friends to become their online bonding or bridging social capital. For the SNS online unknown friends, the study wish to let SNS users’ online unkown friends to become their online bridging social capital because they may join the same fan pages or clubs to enlarge and accelerate SNS users to adopt SCI.

本文主要討論在日常生活中，以智慧型手機和社群網站Facebook打卡為主的媒體實踐所扮演的社交角色以及實踐者的空間經驗感受，試圖描繪科技帶來社交網絡的連結，並且透過現代科技漫遊者的實踐，混淆日常性和觀光凝視的界線。從媒體實踐取徑，觀察生活中各種實踐行動，試圖勾勒媒體實踐如何定錨社交關係，以及人為主體的媒介消費複雜性。 研究以民族誌法為研究方法，結合線上觀察、線下田野、深度訪談，研究三個身處不同社交圈位置的個案；研究者以參與觀察的方式進入研究對象的生活、工作、休閒場域，期以從實踐者的生活方式，理解日常生活中細瑣行動的動態關係。 研究發現，作為新科技的Facebook打卡和智慧型手機，身處社交圈不同位置的實踐者在近用之後能發展機會，包括鞏固意見領袖地位、晉升為領導者、創造與他人的連結；而Facebook的標籤功能、打卡時機的調整、省略打卡位置等實踐，成為實踐者挪用以建立社交關係。 實踐者是為現代的科技漫遊者，在漫遊城市時透過打卡找到新空間經驗感受，這些經驗包括：(1) 日常生活與觀光凝視的界線流動，實踐者凝視平凡的日常找到非比尋常，將之轉化為打卡題材；(2) 打卡實踐是實踐者既地方性又全球性的文本生產，讓地標賦予了既真實又虛擬的混合空間意涵，實踐者於其中觀展表演而自我揭露；(3) 打卡鞏固了觀光凝視的空間經驗，實踐者的空間感受並非固定，而可能既溫暖有情感又陳悶的儀式，打卡實踐添增了生活中面對鏡頭的觀光客姿態。實踐者面對科技物質特性、社會關係、監視構成的結構性限制，能找到方式因應，但其能施展的自由與機會也有局限性。 / The aim of the research investigates Facebook’s check-ins as a media practice that plays a crucial social role in everyday life. While walking in the city nowadays, a practitioner can convey his/her feelings, uploading stories and photos to social network websites through mobile technologies. A practitioner’s gaze upon spectacle of the city brings him/her complicated media experience in the media-drenched world, which turns a practitioner into a tourist and a flâneur. The study explores practitioners’ media consumption in everyday life. My empirical study focuses on three cases, who are heavy users of smart phones and in favor of check-ins on Facebook. The three cases situate in different social status and develope different social relationships through Facebook. By choosing ethnography as my method, I am a participant-as-observer who immerse in on-line and off-line field work. My findings indicate that smart phones and check-ins on Facebook provide opportunities and resources for practitioners. A keen adopter of technologies becomes an opinion leader, and her practice of check-ins brings her a fashionable image. The person who owns ordinary fellowship becomes an opinion leader in his peer group by acquiring technology skills. The practitioners use tagging and adjust the timing of check-ins to create social connection with friends. A practitioner, who is also a tourist and a flâneur, finds new feelings through mobile technologies when walking in the city. (1) The boundary between everyday life and tourism is not fixed, but weaves in a flow instead. (2) Geo-tagging symbolizes a hybrid space, in which contains virtual and physical information. (3) The practices of check-ins embody the tourist gaze. The sense of place is a flow, and practitioners may find warm or chill places through different media practices. However, the tension of interaction between people and technologies brings several unexpected troubles. The practitioner combats these problems by using tactics with agency, while he/she faces the power of structure which limits agency at the same time.