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篇名 社群網站的個人展演行為:比較臉書及微博之差異
Performance on SNS: The Compared Differences between Facebook and Weibo
作者 鄭任好 徐于涵
中文摘要

 本研究探討臉書及微博平台個人展演行為、動機以及不同生活型態與滿足關

聯性之差異。研究於前測進行深入訪談訪問 7 位受訪者,透過線上問卷網站
「Surveymonkey」及「Qualtrics」共收集 539 份有效問卷。研究發現,臉書使用者的
瀏覽行為僅與「獲知訊息及打發時光」的滿足呈正相關,而微博使用者的此類行為
還與「分享與記錄」、「引起共鳴及獲得虛榮」的滿足呈正相關。除此以外,研究
也發現,「享受生活型」的臉書使用者,獲得的滿足與「分享及記錄」、「引起共
鳴及獲得虛榮」呈正相關,而微博僅與後者有關。總體而言,臉書使用者的生活型
態更能預測其獲得的滿足。
英文摘要

 This study examines the different correlations of user’s performances on Facebook

and Weibo. We investigated the associations of the performance behavior,
motivations and gratifications. Research conducted in-depth interviews with 7
respondents access to pre-test, and collected 539 valid questionnaires by Free
online survey software “Surveymonkey” and “Qualtrics”. The findings indicate the
users of Facebook mainly browse the web to gain information and kill time, Weibo
users not only to gain this gratification, but to share and memo, arouse concern and
obtain vanity. The study also finds that, the “Enjoying Life” Facebook users show
positive correlation with the gratifications of share and record, raise attention and
gratify their vanity, but the users of Weibo only show relationship to the latter one.
As a sum, the lifestyle of users of Facebook can predict gratifications more.
中文關鍵詞 生活型態、社群網站、展演理論、微博、臉書
英文關鍵詞 Lifestyle, Social Networking Sites, Performance Theory, Weibo, Facebook
發表日期 2018/07/02
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