大學生使用Facebook與Instagram的內外在動機對潛水行為之影響：社會連結強度與個人傳統性的共同調節作用

The Impact of Internal and External Motivation on Lurking Behavior of College Students in Using Facebook and Instagram: The Moderating Effects of Tie Strength and Individual Traditionality

本研究旨在探究台灣大學生於社群媒體上的潛水行為，為何與過往的西方研究結果相悖，從社群使用者的內外在動機角度出發，並導入華人文化特有的遵從權威與孝親敬祖個人傳統性，作為社會連結強度的再調節變數，探討歸屬需求及自我呈現需求對於社群媒體潛水行為之影響。本研究以524位同時使用Instagram與Facebook的台灣大學生作為主要研究樣本，經實證後發現：1.社群媒體使用動機之歸屬需求與自我呈現需求對社群媒體潛水行為具有負向影響。2.社會連結強度對歸屬需求與社群媒體潛水行為之關係具正向調節效果。3.社會連結強度對自我呈現需求與社群媒體潛水行為之關係具負向調節效果。4.遵從權威個人傳統性、社會連結強度與歸屬需求對社群媒體潛水行為之影響具三階負向調節效果。5.遵從權威個人傳統性、社會連結強度與自我呈現需求對社群媒體潛水行為之影響具三階負向調節效果。6.孝親敬祖個人傳統性、社會連結強度與歸屬需求對社群媒體潛水行為之影響具三階負向調節效果。7.孝親敬祖個人傳統性、社會連結強度與自我呈現需求對社群媒體潛水行為之影響具三階負向調節效果。本研究據此提出理論意涵與實務建議。

This study aims to explore why lurking behavior of social media in Taiwanese college students is contrary to the results of previous studies. In this study, 524 Taiwanese college students who use Instagram and Facebook at the same time are used as a research sample. The results show that: 1.Motivation of social media using belongingness need and self-presentation need negatively affects lurking behavior of social media. 2.Tie strength positively affects the relationship between belongingness need and lurking behavior of social media. 3.Tie strength negatively affects the relationship between self-presentation needs and lurking behavior of social media. 4.Individual traditionality of obedience to authority and tie strength have three-way negative moderating effect on the relationship between belongingness need and lurking behavior of social media. 5.Individual traditionality of obedience to authority and tie strength have three-way negative moderating effect on the relationship between self-presentation need and lurking behavior of social media. 6. Individual traditionality of filial piety and ancestral worship and tie strength have three-way negative moderating effect on the relationship between belongingness need and lurking behavior of social media. 7.Individual traditionality of filial piety and ancestral worship and tie strength have three-way negative moderating effect on the relationship between self-presentation need and lurking behavior of online communities. Based on the above research findings, this study proposes theoretical implications and practical suggestions.