社群網站訊息分享之文化效應研究：台灣與德國之比較

A Cross-Cultural Study on the Sharing Effects of Message in Social Media: A Comparison between Taiwanese and German

訊息是營造口碑的源頭，網路社群盛行是當前重要的溝通管道，人們更加樂於分享自己在意的事物。文化是人際溝通的重要脈絡因素，因此，本研究將針對訊息特性及權力距離、個人主義與陽剛主義等國家文化構面對社群訊息分享意願的影響進行探討。本研究採用實驗法，施測對象為台灣與德國兩地社群網站使用者，共回收288份有效樣本。以迴歸分析為主要分析方法來進行相關假設之驗證。研究結果發現訊息實用性與訊息娛悅性與國家文化之權力距離與陽剛主義均對分享意願均有顯著正向影響，然而，個人主義對分享意願卻存在著顯著反向影響。此外，國家文化構面對於訊息實用性和訊息娛悅性並未出現顯著干擾效果。 The message is the main object conveyed in the process of word of mouth creation. The prevalence of online communities is currently an important communication channel. When we care about something, we will share it. National cultural differences are also an important context factor affecting interpersonal communication. Therefore, we need to examine the effects of the message and cultural dimensions of power distance, individualism and masculinity on sharing intention. The study conducted several experiments to collect data from the social networking site users of Taiwan and Germany. The 288 subjects are valid. Regression analysis as a main analytical method to verify the relevant assumptions. The results show that both message usefulness and the message playfulness have significant positive effects on sharing intention. Power distance and masculinityhave significant positive effects on sharing intention. However, the effect of individualism is significant negative. All cultural dimensions don't moderate the effects of message usefulness and playfulness on sharing intention. The sharing effects of message contents are beyond culture. A topic to be well known via internet, a well-constructed content is necessary and important.