社群網站使用者動機和資訊特性對於使用者資訊推薦意圖影響之研究

The Effect of Motivations and Information Characteristics on User's Information Recommendation Intentions in Social Media

路服務與應用發展多元，特別是社群網站，近年來蓬勃發展，不僅將朋友們串連起來，更透過讓人隨時發表悲情、想法以及自由轉載資訊的機制與功能特色，使彼此的互動更加的緊密也擴大了交友圈。此外，這股力量所發揮的功效與影響力已不容企業小覷，虛擬社群傳播的力量也愈來愈被企業行銷宣傳所看重，透過社群網站與顧客保持緊密、雙向的互動，將商品資訊提供給顧客，讓他們感到興趣並自主地傳播出去，這是企業最理想、成本最低的行銷管道本研究以理性行為理論和動機理論作為基礎，從“個人＂的角度探討個人動機（內、外在動機）對資訊分享態度與意圖的影響；其次，將資訊類型分為娛樂性、經濟性和社會性三種，從“資訊＂的角度深入了解資訊類型與資訊屬性的不同對於使用者推薦意願是否有差異性的影響、以社群網站使用者為對象進行網路上的問卷調查，實際收得有效樣本數共407份，以PLs進行資料分析。結果發現：（1）社群網站中，使用者推薦時主要考量訊息的品質-可信程度與煩人程度，來決定是否要分享給他的社群朋友，與過去知識分享動機的研究有所不同的是，內在動機對推薦態度的影響較不顯著，使用者主要還是考量訊息本身的價值來決定是否要分享。（2）針對不同類型的訊息，使用者考量的訊息特質會有所差異、多數人對於娛樂的訊息會特別在意內容有不有趣、好不好笑等，才決定是否要推薦給別人，可信與否在意程度較低；但是對於知識相關的訊息時，會特別注意來源值不值得信賴，因為道聽塗說的訊息反而會被認為沒有價值，所以就不會想去分享給朋友：涉及經濟利益的訊息時，會考量來源的正確性，可以相信的訊息才會分享給朋友。

With the rapid propagation of online services, people use social media not only to connect with their friends but also to share their feelings, ideas and information. As a result, these social communities have become a powerful platform for information sharing and online marketing. This study is based on Theory of Reasoned Action and motivation theory to develop research framework from two perspective-the individual perspective (intrinsic and extrinsic motivation) and information perspective (information attributes and information types). The purpose of this study is to examine the motivations, information types and attributes as the antecedent of attitude and subjective norm to share information in social communities. An online survey was conducted to investigate social community users. A total of 407 usable responses were collected. Data were analysed with PLS. The result indicates that: (1) the information attribute (including the degree of credibility and level of irritation) was the major concern in deciding whether to share the information with their friends; (2) the extrinsic motivation has effect on the attitude to information sharing, but the intrinsic motivation has no significant effect on the intention to share. The insignificance of intrinsic motivations is different from findings from some previous research; and (3) the effect of information attributes are moderated by information types. Content enjoyment was the most influential factor in entertainment messages, while source credibility was the most influential factor for knowledge-type and economic-type messages.