大學教師與同儕是大學生生活環境中重要的學習社群，二者對於大學生的影響力不容忽視。因此，本研究的探討旨趣在於瞭解現今大學師生非正式互動的情形，及大學同儕間互動的情形，並進一步瞭解大學師生非正式互動、大學同儕互動的頻率與品質與大學生生活適應及生涯決策自我效能間的關係。 本研究以台灣北、中、南、東四個地區693位大學生為研究對象，研究工具包括：研究者自編的「大學師生非正式互動量表」、「大學同儕互動量表」及研究者修訂的「大學生生活適應量表」及「生涯決策自我效能量表」。此外，本研究以因素分析、信度分析、t考驗、單因子變異數分析、皮爾遜積差相關分析、典型相關分析及多元逐步迴歸分析進行量表與研究假設的驗證。 研究結果顯示： 1.在大學師生非正式互動方面：現今大學師生的非正式互動頻率偏低，而互動的品質良好。此外，年級會影響大學師生非正式互動的頻率；性別及學院別會影響師生非正式互動的品質。 2.在大學同儕互動方面：現今大學生與同儕的互動頻率相當頻繁，且互動的品質良好。與男性大學生相較，女性大學生與同儕的互動頻率較高且互動品質較為良好。 3.當大學師生非正式互動越頻繁且互動品質越良好時，大學生生活適應也越良好；當大學同儕間的互動頻率越頻繁且互動品質越良好時，大學生生活適應也越良好。 4.當大學師生非正式互動越頻繁且互動品質越良好時，大學生生涯決策自我效能也越高；當大學同儕間的互動頻率越頻繁且互動品質越良好時，大學生生涯決策自我效能也越高。 5.大學同儕互動品質及大學師生非正式互動頻率能顯著預測大學生生涯 決策自我效能，且大學同儕互動品質是主要的預測變項。 6.生涯決策自我效能、大學同儕互動品質及大學同儕互動頻率能顯著預測大學生生活適應，且生涯決策自我效能是最主要的預測變項。 最後，本研究根據研究結果提出建議，以供大學相關機構、大學教師、大學生及未來研究者參考：在大學機構方面：應積極舉辦師生互動之相關活動、提供師生交流的管道、鼓勵大學生組成分享交流團體、加強生涯輔導的多元服務；對大學教師方面：應透過多元管道與學生互動，以友善的態度與學生接觸；對大學生方面：應把握與教師的非正式互動機會，化被動為主動；積極加入同儕社群、散播分享的文化，以積極樂觀的態度面對未來的生涯挑戰；對未來研究建議：可探討系所環境氛圍對於大學生社群互動的影響、比較家庭、教師與同儕三者對於大學生的影響力、進行不同師生互動類型之實驗比較、採取質性研究等。

本研究為個案質化訪談，欲了解小明這位青少年。他特別重度使用電視電腦、天生無法學習，且家中無父母陪同關心，但卻能夠持續使用網路消費與學習；其中的原因，令人感到興趣。 研究參照布爾迪的建議，同時分析網路環境與青少年個案主體。研究發現，網路文本設計了多樣具有消費與流行意涵的元素，吸引小明願意來學習。另外，小明雖然本身無法學習文字，但是從網路舞蹈的世界中，找到了認同感；這正向學習的出口，使他不僅是花費時間在電腦上，而能提升他的學習認知與自我效能。他在學習認知領域上，從基本的知識階層提升至綜合應用；在自我效能面向，他能享受網路學習情境，掌握自己的學習方法與步調，創意展現自己，找到社會模仿對象，甚至培養了正向的人生觀。 / This case study is an individual depth interview of qualitative research, aims to understand this teenager--Ming. He uses TV and computers heavily, has an inborn inability to learn, and when he comes back home, there are always no parents accompanying. However, he continues to use a computer to consume and learn things, and the reasons of this phenomenon are interesting. This study consults Bourdieu's suggestion, analyzing the Internet environment and the teenager himself at the same time. The study finds out that the texts of Net design contain multiple elements of consumption and fashion, which draws Ming to learn. More, though Ming himself can't learn written languages, he finds a sense of identity in the world of online dance learning, and this positive way of learning makes him not only just spend time on the Net, but also enhance his cognitive learning and self-efficacy. In the former, he elevates his learning from knowledge to integration; in the latter, he enjoys the online contexts, masters his way and pace of learning, shows himself creatively, finds out his models from the society, and even develops a positive outlook o life.

本研究以NIKE體驗活動為研究情境，針對曾參與過NIKE舉辦之體驗活動的消費者做為研究對象，透過質化訪談的方式探討消費者參與品牌體驗活動之動機，以及參與品牌體驗活動後帶來的個人效益，以及品牌所獲得的效益，最後綜合研究結果給予品牌體驗活動設計之建議。 本研究的結果發現，消費者參與NIKE體驗活動的動機，是因為其提供了：可以設定和追求的目標、品牌社交效益和以及彰顯品牌與自我的一致性。當體驗活動結束後，消費者可以感受到與自我相關的效益，包括：自我效能和主觀幸福感的提升，以及與品牌相關的效益，包括：品牌態度和品牌形象正向的改變。而根據訪談結果又可以發現，當品牌體驗活動能滿足消費者的參與動機時，將可以增強參與後與自我及品牌相關的效益。據此研究結果，本研究提出一研究模型供未來相關研究參考。 根據以上研究結果，本研究提出品牌實務操作體驗活動的建議：一、品牌可以提供與品牌印象連結的目標，並適時地給予消費者協助。二、品牌可以透過體驗活動提供消費者社交效益。三、品牌可以透過體驗活動彰顯品牌個性。透過以上的品牌體驗設計，將能提升消費者對於品牌之正向品牌印象及品牌態度。 關鍵字：品牌體驗、目標設定和目標追求、自我效能、品牌態度 / This study use NIKE’s brand experience activities as contextual research topic. The goal of the research is to explore the motivation and benefit gained toward brand experience by using semi-structured interviews with interviewees who have attended NIKE’s brand experience activities. With abundant interview result, this study aims to give suggestion for future design of brand experience activities. The results of this study showed that customer attend brand experience because it not only provides a goal for customer to set and to strive for, but also provide a channel for customer to gain social benefit and to show self-congruity with the brand. The study also showed that customer could gain self-efficacy, sense of subjective wellbeing and have positive influence toward brand attitude and brand image. In conclusion, when brand experience satisfies customers’ motivation; customer will be positively influenced on both self and brand-related concept. On top of this, this study conclude a research model for future studies. Suggestion for future brand experience planning is provides by this study: First, a brand could offer a goal for customer to strive for and give customer sufficient help. Second, a brand could provide social benefit via brand experience. Third, a brand could show its personality through brand experience activities. By utilize these principles on brand experience activities design; customer will have positive influence toward brand image and brand attitude. Key words: Brand Experience, Goal Setting and Goal Striving, Self Efficacy, Brand Attitude

此後設分析研究檢驗實驗處與脈絡變項變項對學生學業成就動機的影響，作者從293份研究中取得2542個效應量。結果發現，無論是脈絡變項還是實驗處理，只要能夠滿足學生對能力感、親密感、以及自主感的需求，皆能夠促進學生的成就動機；最有效的是能夠滿足學生能力需求或者滿足兩種需求以上的處理。至於中介變項的影響，性別並沒有發揮作用；各種自變項在不同教育或年齡階段，有不同的影響力。最後，作者針對教育實務與未來研究方向提出若干建議。 / A meta-analysis was performed to examine the effect of experimental treatments and contextual variables on students’ academic motivation. 2,542 effect sizes were collected from 293 studies. It was found that contextual variables or experimental treatments which strengthened students’ sense of competence, relatedness, and autonomy could facilitate their achievement motivation. The variables gratifying the need of competence and those meeting two needs or more had the greatest impact. The effect of four moderators was also analyzed. It was found that the treatment-motivation relationship was gender-free. Types of contextual variable had different impact at different educational levels. In conclusion, some suggestions are provided for educational practice and further study.

本研究旨在探討國軍人員參與「碩士專班及碩士學分班」在職進修動機與自我效能及工作績效之關係，根據文獻回顧與推論，本研究主張國軍人員參與在職進修的動機會影響到個人的自我效能，並進一步影響其工作績效。根據此一概念，本研究共提出五個假說並進行實證的分析驗證。 研究方法主要是以問卷調查法為主，問卷的編制是以文獻探討與研究假說所形成之研究架構為依據。以便利抽樣之方式針對北區國軍在職進修人員寄發問卷，總共發出200份，回收有效問卷151份，回收率為79.50%。 研究結果顯示，國軍人員參與在職進修之動機會影響進修者之自我效能與工作績效。其中進修動機為「追求成就」、「成長認知」、「專業發展」、「社交關係」及「外界期望」等五個層面得分愈高者，其學習自我效能及工作績效表現也愈高，另外，本研究亦發現在職進修的動機具有多元取向且動機取向間互有關係。 由於目前國內針對國軍人員參與在職進修的動機、學習自我效能與個人工作績效之相關研究尚屬少見，因此本研究結果除了可以提供國軍推動終身學習政策的實務參考外，對自我效能與學習動機的理論發展，也提供了具體之建樹。 關鍵字：國軍人員、在職進修、進修動機、自我效能、工作績效 / The purpose of this research is to probe the relationship among learning motivation, self-efficiency and job performance for military officers who participate in the in-service learning program of master degree or related credit class. Based on the literature review and theoretical inference, this research argues that learning motives of participant will influence learning self- efficiency and, further more, his or her job performance. Accordingly, this research proposes and tests five hypotheses by way of field data. The research methodology is mainly the survey approach and the design of questionnaire is according to the research framework based on the literature and hypotheses. By convenience sampling approach, 200 questionnaire mails were sent to the military officers in northern part of Taiwan and 151 effective questionnaires were received with the valid response rate of 79.50%. The result shows that the learning motivation of program participant has significant impact on self-efficiency and job performance. Among these motivations, the higher of ‘pursuing achievements’, ‘growing recognition’, ‘professional development’, ‘social relationship’, and ‘external expectation’, the higher of self-efficiency and the better of job performance. Furthermore, the study also finds that the learning motivations are multifaceted and correlated with each other. At present, it is rare to study the relationships among learning motivation, self-efficiency, and job performance about military officers. The result of this study, therefore, offers a meaningful mirror for military department to consider the improvement of life-learning program. In addition, this study makes a great contribution in terms of the theories about learning motivation and self-efficiency. Key word: military officers, in-service learning, learning motivation, self-efficacy, job performance

本研究主要目的在探討有戀愛經驗大學生的「成人依附」、「社交能力」、「社會支持」、「寂寞」與「憂鬱」之間的關係。依此目的，本研究先探討不同背景變項的大學生在「逃避依附」、「焦慮依附」、「社交自我效能」、「困擾的自我揭露」、「社會支持」、「寂寞」與「憂鬱」上的差異情形，並以兩個模式探究有戀愛經驗大學生的「成人依附」、「社交能力」、「社會支持」、「寂寞」與「憂鬱」之間的關係。模式一探討「逃避依附、焦慮依附、社交自我效能、困擾的自我揭露、寂寞與憂鬱之關係」；模式二探討「逃避依附、焦慮依附、社交自我效能、困擾的自我揭露、社會支持與憂鬱之關係」。研究採問卷調查法，以台灣十一所大學805位有戀愛經驗的大學生為對象，並以隨機方式將之分為兩組，第一組399人，用來刪題與發展模式；第二組406人，用來驗證模式及探究不同背景變項的受試在各研究變項上的差異。研究工具包括成人依附量表、社交自我效能量表、困擾的自我揭露量表、寂寞量表、社會支持量表和憂鬱量表。資料分析方法為因素分析、信度分析、t考驗、單因子變異數分析及結構方程模式。 本研究以第一組樣本探討初始模式發現，初始模式與觀察資料間適配不理想，故根據修正指標進行修正，修正後的模式與資料適配後，再以第二組樣本驗證模式的穩定性，經驗證模式一及模式二具備相當穩定性，且模式一及模式二都與觀察資料適配，並能有效解釋變項間的關係。 主要研究結果如下： 第一，在背景變項方面：（一）女性受試的「困擾的自我揭露」與「社會支持」顯著高於男性；（二）一年級受試的「焦慮依附」顯著高於三年級及四年級的受試；（三）不在戀愛中受試的「逃避依附」、「焦慮依附」與「寂寞」顯著高於在戀愛中的受試，而在戀愛中受試的「社會支持」顯著高於不在戀愛中的受試；（四）無晤談經驗受試的「逃避依附」顯著高於有晤談經驗的受試，有晤談經驗受試的「寂寞」與「憂鬱」顯著高於無晤談經驗的受試。其他部分則無顯著差異。 第二，在模式方面：（一）逃避依附與焦慮依附會透過社交自我效能而間接影響寂寞，再間接影響憂鬱；（二）逃避依附與焦慮依附會透過社交自我效能而間接影響社會支持，再間接影響憂鬱；（三）逃避依附會透過困擾的自我揭露，間接影響社交自我效能，再透過社交自我效能間接影響寂寞，再間接影響憂鬱；（四）逃避依附會透過困擾的自我揭露，間接影響社交自我效能，再透過社交自我效能間接影響社會支持，再間接影響憂鬱；（五）焦慮依附會直接影響憂鬱；（六）焦慮依附會透過寂寞間接影響憂鬱；（七）焦慮依附對憂鬱的影響效果會大過逃避依附對憂鬱的影響效果；（八）困擾的自我揭露對寂寞不具直接影響力，困擾的自我揭露會透過社交自我效能間接影響寂寞；（九）逃避依附、焦慮依附、困擾的自我揭露對社會支持不具直接影響力，逃避依附、焦慮依附、困擾的自我揭露會透過社交自我效能間接影響社會支持。 最後，根據研究結果，針對個人、學校諮商與輔導實務及未來相關研究提出建議，以供參考。 / The Relationships Among Adult Attachment, Social Competencies, Social Support, Loneliness and Depression of College Students Ching-Ju Lee Abstract The main purpose of this research was to study the relationships among “adult attachment,” “social competencies,” “social support,” “loneliness” and “depression” of the college students who had romance. The researcher first investigated the differences in terms of “attachment avoidance,” “attachment anxiety,” “social self-efficacy,” “distress self-disclosure,” “social support,” “loneliness” and “depression” among the participants who had the different background variables. Also studied were the relationships among “adult attachment,” “social competencies,” “social support,” “loneliness” and “depression” of the college students who had romance by using two models. Model one was used to study “the relationships among attachment avoidance, attachment anxiety, social self-efficacy, distress self-disclosure, loneliness and depression.” Model two was used to study “the relationships among attachment avoidance, attachment anxiety, social self-efficacy, distress self-disclosure, social support and depression.” This study employed questionnaires to collect data. The participants of the study were 805 Taiwan college students who had romance from 11 universities, and were randomly divided into two groups. In group one, there were 399 participants whose data were used to cancel items and develop models, and in group two there were 406 participants whose data were used to test models and study the differences in regards of different research variables among the participants who had the different background variables. The participants were evaluated by Adult Attachment Scale, Social Self-efficacy Scale, Distress Self-disclosure Scale, Social Support Scale, Loneliness Scale and Depression Scale. The data were analyzed by factor analysis, Cronbach α analysis, t-test, one-way ANOVA and SEM. The initial models tested by group one did not fit well with the observed data. Therefore, applying the modification index, the researcher modified the models till the models fit the observed data, then tested the models’ stability by group two, and came to confirm the stability of model one and model two. The researcher found both model one and model two fit the observed data, and could effectively explain the relationships among the variables. The main results of this study were as follows: First, about the background variables: 1. The scores of “distress self-disclosure” and “social support” of girls were significantly higher than those of boys. 2. The scores of “attachment anxiety” of freshmen were significantly higher than those of juniors and seniors. 3. The scores of “attachment avoidance”, “attachment anxiety”, and “loneliness” of the students who were not in love were significantly higher than those of the students who were in love, and the scores of “social support” of the students who were in love were significantly higher than those of the students who were not in love. 4. The scores of “attachment avoidance” of the students who had no counseling experience were significantly higher than those of the students who had counseling experience while the scores of “loneliness” and “depression” of the students who had counseling experience were significantly higher than those of the students who had no counseling experience. There were no significant differences among other variables. Second, about the models: 1. Attachment avoidance and attachment anxiety could affect social self-efficacy, and could thus in turn affect loneliness through social self-efficacy, and could indirectly continue to affect depression through loneliness. 2. Attachment avoidance and attachment anxiety could affect social self-efficacy, and could thus in turn affect social support through social self-efficacy, and could indirectly continue to affect depression through social support. 3. Attachment avoidance could affect distress self-disclosure, and could thus in turn affect social self-efficacy through distress self-disclosure, loneliness through social self-efficacy, and depression through loneliness. 4. Attachment avoidance could affect distress self-disclosure, and could thus in turn affect social self-efficacy through distress self-disclosure, social support through social self-efficacy, and depression through social support. 5. Attachment anxiety could directly affect depression. 6. Attachment anxiety could indirectly affect depression through loneliness. 7. The effect of attachment anxiety affecting depression was higher than that of attachment avoidance affecting depression. 8. Distress self-disclosure could not directly affect loneliness, while it could indirectly affect loneliness through social self-efficacy. 9. Attachment avoidance, attachment anxiety and distress self-disclosure could not directly affect social support, whereas they could indirectly affect social support through social self-efficacy. Finally, based on the results of the study, the researcher made some further suggestions for individuals, school counseling and future researchers.

本研究之目的在探討「電腦自我效能」、「電腦經驗」及 「他人支持」三者與「電腦態度」及「電腦焦慮」之關係，並探究「電腦經驗多寡」與「電腦態度」、「電腦焦慮」間的關係，是否透過「電腦自我效能」的中介效果存在；「電腦經驗品質」與「電腦態度」、「電腦焦慮」間的關係，是否透過「電腦自我效能」的中介效果存在；「他人支持」是否會調節「電腦自我效能」對於「電腦態度」與「電腦焦慮」的關係。 本研究採取問卷調查的方式進行，以304名台北縣立及台北市立國民小學合格教師為研究對象。根據階層迴歸分析結果顯示：「電腦經驗多寡」是會透過「電腦自我效能」此一中介變項（mediatorvariable），影響「電腦態度」及「電腦焦慮」，研究的假設獲得支持，但「電腦經驗品質」則無中介效果；此外，「他人支持」並非是 「電腦自我效能」與「電腦態度」、「電腦焦慮」之關係的調節變項（moderatorvariable）。 本文最後針對所有研究結果進行整合性討論 ，並根據研究所得結果，提出可能的限制、未來研究方向的建議，以及學術、實務上之應用。 關鍵字：電腦態度、電腦焦慮、電腦自我效能、電腦經驗、他人支持 / This study was designed to investigate: (1) the mediating effects of computer self-efficacy on the relationship between the quantity of computer experience and computer attitude, and the relationship between the quantity of computer experience and computer anxiety; and (2) the mediating effects of computer self-efficacy on the relationship between the quality of computer experience and computer attitude, and the relationship between the quality of computer experience and computer anxiety; and (3) the moderating effects of others'support on the relationship between computer self-efficacy and computer attitude, and the relationship between computer self-efficacy and computer anxiety. Subjects were 304 elementary school teachers from Taipei County and Taipei City. According to hierarchical regression analysis, the results provided support for the hypothesis that computer self-efficacy mediated the relationship between the quantity of computer experience and computer attitude, and the relationship between the quantity of computer experience and computer anxiety. However, computer self-efficacy neither mediated the relationship between the quality of computer experience and computer attitude, nor the relationship between the quality of computer experience and computer anxiety. Furthermore, others'support neither moderated the relationship between computer self-efficacy and computer attitude, nor the relationship between computer self-efficacy and computer anxiety. The implications, limitations, further research directions, and applications in management are discussed at the end. Keyword: computer attitude, computer anxiety, computer experience, computer self-efficacy, others'support

本研究探討社會化戰術與主動性人格對社會化結果之影響，研究假設參與較高體制式社會化戰術和主動性人格較高的組織新進成員，其社會化結果 (個人與組織契合度、組織承諾、離職意圖、組織滿意及個人績效) 會較佳。本研究並探討前述關係中的中介機制，假設社會化自我效能及目標設定會中介前述關係。此外，本研究亦假設社會化戰術與主動性人格的交互作用會影響社會化結果。 本研究採類實驗設計進行，以政治大學2008年入學之大一新生為研究樣本，進行四次的資料收集。第一次的施測 (T0) 僅針對參與於2008年九月初舉辦之政大新生定位營的大一新生收集資料，並於其營隊報到時施測；第二次的施測 (T1) 則是在開學一週內 (2008年九月中)，第三次 (T2) 則是入學一個月後 (2008年十月中)，第四次 (T3) 則是開學五個月後 (2009年一月)。 本研究以階層迴歸分析來檢驗所有研究假設。在體制式社會化戰術的效果方面，研究結果顯示T1時，體制式社會化戰術對個人與組織配適度及組織承諾具有預測效果。在T2時，體制式社會化戰術情境的新生除了毅力和適應力及生活技巧外，對所有的社會化結果都有預測效果，且社會化自我效能和目標設定中介前述關係。而在T3時期，體制式社會化戰術只對離校意圖、精通一般原則性知識、適應力及生活技巧有預測效果，但社會化自我效能和目標設定並無中介效果。在主動性人格的效果方面，在T2時期除了離校意圖外，對所有的社會化結果都有預測效果，且社會化自我效能和目標設定在前述關係中大多都有中介效果；但在T3時期主動性人格對社會化結果就都無預測效果。而在體制式社會化戰術和主動性人格的交互作用方面，其僅對T2的學涯定位有影響。研究者並針對本研究之研究結果、理論與實務意涵加以討論。 / In the present study, the researcher examined whether the socialization tactics and proactive personality affected socialization outcomes. This study hypothesized that newcomers who involve in high institutionalized social tactics and with high proactive personalities will have better socialization outcome (P-O fit, organization commitment, intention to quit, organization satisfaction, and job performance).　Additionally, mediators of the above relationships were also examined. This study hypothesized that socializational self-efficacy and goal setting will mediate the relationship mentioned above. In addition, the interaction between socialization tactics and proactive personality will also affect the socialization outcomes. Present study applied quasi-experimental designs, and subjects were freshmen of NCCU in 2008. Four-time data collections were engaged. The first test (T0) was delivered only to the freshmen who joined the orientation camp in the early September of 2008, and the data was collected in the beginning of the camp. The second test (T1) was delivered within the first week of the semester around the mid September of 2008. The third test (T2) was delivered after one month in the mid October of 2008. The last test (T3) was delivered in five months after the beginning of the semester around the January of 2009. Present study used hierarchical multiple regression analysis to exam all hypotheses. For the effects of institutionalized socialization tactics, during T1, the study indicated that the main effect of institutionalized socialization tactics was significant on P-O fit and organizational commitment. During T2, the study indicated that the main effect of institutionalized socialization tactics was significant on all socialization outcomes, except perseverance and adapability and life skills. Additionally, socialization self-efficacy and goal-setting were mediated the above relationship. During T3, the study indicated that the main effect of institutionalized socialization tactics was significant only on intention to quit, knowledge and mastery of general principles, and adapability and life skills, but socialization self-efficacy and goal-setting were not mediated the above relationship. For the effects of proactive personality, during T2, the study indicated that the main effect of proactive personality was significant on all socialization outcomes, except intention to quit. Additionally, socialization self-efficacy and goal-setting were mostly mediated the above relationship. Nonetheless, the main effect of proactive personality on all socialization outcomes was not significant during T3. For the effects of interaction between institutionalized socialization tactics and proactive personality, the main effect of interaction between institutionalized socialization tactics and proactive personality was significant only on career orientation during T2. Finally, practical implications and avenues for future research are discussed.

過去三十年來學者針對創業意圖研究已有豐碩的成果，然而虛擬社群中創業意圖的發展與驗證卻未受到注視。因此，本論文採用Shapero-Krueger創業意圖模型與社會資本為理論基礎，提出研究模型探討虛擬社群中網路創業意圖的決定因素。此網路創業意圖模型中網路創業可欲性與網路創業可行性扮演直接決定因素與中介變數，橋接型社會資本與結合型社會資本則為間接決定因素，而網路創業自我效能同時扮演間接決定因素與中介變數。本論文針對網路創業虛擬社群之成員共蒐集204份有效樣本，並以偏最小平方法進行研究模型之驗證與分析。研究結果顯示，橋接型社會資本、結合型社會資本與網路創業自我效能均透過網路創業可欲性與網路創業可行性影響網路創業意圖。最後，本論文研究結果期許對網路創業意圖之理論發展與實務應用提出貢獻與建議。 / While the importance of entrepreneurial intentions has been recognized in entrepreneurial literature for at least three decades, the development and empirical validation of an entrepreneurial intentions model in a virtual community context had not been fully addressed. This dissertation aims to explore the evaluation determinants of cyber-entrepreneurial intention model in the virtual community context. Shapero- Krueger entrepreneurial intention model and social capital theory is utilized as the theoretical foundation to investigate the influences of entrepreneurial determinants that affect the intention to start a business online. A theoretical model of cyber-entrepreneurial intention proposes that cyber-entrepreneurial desirability and cyber-entrepreneurial feasibility serve as direct determinants, and mediators, bridging and bonding social capital serve as indirect determinants, whereas cyber- entrepreneurial self-efficacy serve as both indirect determinants and mediators. This dissertation collected 204 valid questionnaires and used them to test the proposed model. The results show that bridging and bonding social capital, and self-efficacy affect intention through desirability and feasibility. Theoretical and practical contributions and recommendations are also presented.

社交網站一直都是網際網路相關應用與發展中相當蓬勃的一部分。過去傳統的社交網站主要是提供使用者人際互動的服務平台，然而隨著網路技術的進步，社交網站的型態以及所提供的功能也逐漸出現轉變。例如：近來在台灣引起風潮的微網誌Plurk，以及因為其中遊戲開心農場而引起風潮的Facebook都展現了一些過去社交網站所沒有的特質。不論是微網誌簡單、即時的特點，又或Facebook所展現的遊戲性，其所呈現出來的現象、效應，以及對於使用者的影響，實非過去社交網站相關研究所能良好詮釋，並且不論在學界或業界也都越來越受到關注。 基於過去的研究文獻，本研究分別針對兩種不同型態的社交網站進行實證。針對具有簡單、即時特性的微網誌，本研究從訊息特性的差異切入探討，試著去瞭解個體動機對於其在微網誌中自我揭露、即時資訊分享的行為，並且探討個體的使用行為對於其社會支持、對社交網站的依賴以及社會自我效能的影響。而在針對Facebook的部分，本研究則將個體使用社交網路的行為分為從事網路社交活動以及使用網站內嵌社交遊戲，來探討個體使用動機與兩者之間的關係，並且同樣進一步討論使用後對於個體心理與社交層會產生什麼樣的影響。 本研究使用偏最小平方法（Partial Least Squares）針對實證所回收的樣本進行分析。模式一的部分，研究結果顯示人氣、社交與追求流行會顯著影響個體在微網誌中自我揭露的行為；社交和娛樂需求則會正向影響個體即時資訊分享的行為。而自我揭露行為與即時資訊分享會正向影響個體知覺社會支持，並且個體使用微網誌所知覺到的社會支持也會正向影響其社會自我效能。至於在模式二的部分，研究結果顯示人氣、社交、娛樂以及追求流行四種需求會正向影響個體在Facebook中從事網路社交的行為；而沉浸與成就需求則會正向影響個體使用Facebook中內嵌社交遊戲。此外，網路社交行為與社交遊戲使用都會正向影響個體知覺社會連繫以及對於社交網站的依賴，並且社會連繫的高低也與其社會自我效能有正向的關聯性。