以濡染模型研究關係網絡對電腦態度之影響

The Effect of Social Networks on Computer Attitudes: An Analysis from the Contagion Model

電腦態度的內涵原本就包含許多不同的因素，在以往的研究中，研究者往往針對不同的研究對象與目的，來決定電腦態度的內涵。本文以使用態度、學習態度與價值態度三個面向定義電腦態度，進一步地，以二階段傳播理論與濡染模型研究人與人間的互動如何影響一個人電腦態度的改變，試圖建立社會網絡對電腦態度的影響模型。人際網絡分為諮詢網絡與情感網絡，其所內涵的網絡矩陣意義，有所差異，其對電腦態度也有不同的影響。情感網絡中談個人私事的網絡產生顯著的負向影響，表示互吐私事的朋友總體電腦態度良好，反而會使當事人電腦態度轉差，反之，其態度不好則正向增強當事人的電腦態度。諮詢網絡中，他人請教網絡迴歸係數顯著且為正值，表示被總體電腦態度良好之同事諮詢業務困難的人，其總體電腦態度也會獲得正向影響。

A person's attitudes are often influenced by his social connections, according to the two-step communication theory. This paper will examine how social networks change an employee's attitude toward computers in a work site. Three dimensions of computer attitude are under investigation, those are computer usage, intention to learn, and value placed on computers. In order to understand the impact of social networks these attitudes, the contagion model is utilized to formulate the effects of social influence embedded in social networks. Eventually, we find that a friendship tie of talking about personal privacy has a significant negative effect on the overall attitude toward computers. In the consultative network, an individual consulting another person with his work-related problems has a positive impact on the person's attitude toward computer usage.