本研究的目的在於探討驅使網路紙娃娃 (Avatar)的使用者使用此系統的心理動機。過去針對網路相關系統所做的使用動機研究相當多，本研究根據過去研究結果整理出四個主要的使用動機：自我呈現、逃避現實、社交及娛樂，並探討此四類動機與使用態度及行為意向之間的關連性；研究以問卷調查法進行，結果發現自我呈現與娛樂動機結合為一新的動機因素，而逃避現實與社交動機則與使用態度沒有顯著的相關性。由此研究結果可知，網路發展至今，許多網路使用的習慣和動機也不斷演變，未來研究可針對此差異做更多的討論，也讓網路業者更正確得掌握使用者的心態，提供更有效的服務。

The purpose of this thesis is to discuss the mental motivation of using Avatar system. There have already existed lots of researches for the motivation of using the related network system in the past. Based upon the findings of the past researches, this thesis sorted out four main motivations: self-fulfillment, escapism, sociality and entertainment, and discussed the correlation between these four motivations and mentality and behaviour intention. This research is conducted by Questionnaire Survey and found out that the motivations of self-fulfillment and entertainment are combined as a new motivation, and the motivations of escapism and sociality are not significantly correlated with the user’s mentality. From this research, therefore, it is concluded that as long as the development of network, the habit and motivation of using network are evolving as well. Future studies could be discussed more to address this difference of evolving, in order to allow that the network operators have a more accurate grasp of the users’ mentality and provide more effective services.

第一章 緒論------------------------------------------- 1
第一節 研究背景與動機--------------------------------- 1
第二節 研究目的--------------------------------------- 3

第二章 文獻探討--------------------------------------- 5
第一節 網路紙娃娃 (Avatar)------------------------ 5
第二節 網路使用動機-----------------------------------16

第三章 研究方法--------------------------------------- 34
第一節 研究架構---------------------------------34
第二節 研究變數與操作型------------------------ 35
第三節 研究假設---------------------------------37
第四節 研究設計-------------------------------- 40
第五節 問卷設計-------------------------------- 41
第六節 資料分析方法---------------------------------- 44

第四章 資料分析與解釋--------------------------------- 46
第一節 敘述性統計------------------------------ 46
第二節 因素分析------------------------------- 51
第三節 信度分析-------------------------------- 54
第四節 相關分析-------------------------------- 55
第五節 迴歸分析與假設檢定結果------------------ 57
第五章 討論----------------------------------------- 62
第六章 結論與建議--------------------------------------66
第一節 研究結論-------------------------------- 66
第二節 研究貢獻與建議-------------------------- 67
第三節 研究限制-------------------------------- 70
第四節 未來研究建議---------------------------- 70
參考文獻----------------------------------------------- 72
中文文獻---------------------------------------- 72
英文文獻---------------------------------------- 74
附錄(正式問卷)----------------------------------------- 80

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