社會網絡科技如臉書 (Facebook) 等社交媒體已深入影響人們的日常生活，人們透過它實踐不同的社會目標下之自我展現。本研究從設計對行為所產生的引導與支持的角度出發，發展社會網絡科技的自我展演賦能理論 (Self-Presentation Affordances theory)。具體實證五種自我展演賦能，即：社交首頁、個人印象、表述資訊、私密資訊，以及關係凝聚等控制，能充分地解釋如臉書社交科技其介面特徵是如何賦予使用者因不同社交目標，做不同程度的自我展演之使用。其次，本研究也證實男性、女性用戶；甚至是新手、老手用戶，即便在同一系統上面對同樣設計特徵，也會有明顯不同程度的使用與行動。本研究對實務的建議為，當使用者願意接受社會網絡科技並進入使用階段以後，科技的設計者的確可以依照個體主要差異，持續在某些設計特徵上給予較多元的功能或裁切進階的功能，打造一種以使用者中心的設計方式來滿足持續使用後的社交活動發展需要。而人們可以因不同的社會目標，透過特定社交IT特徵，管理自己的自我線上展現。

This study investigates five self-presentation affordances for social stage control, personal image control, expressive information control, privacy information control, image information control, and relationship bonding control in social networking technology like Facebook. Affordances refer to how interface features of an IT artifact can be perceived by its users in terms of their potentials for action, may predict the self-presentation usage. The results show that the five affordances can significantly explain how Facebook’s interface designs facilitate users’ self-presentation activities. In addition, the findings reveal that males are more engaged in spectators’ presentation activities than females, while females are more involved in privacy control, relationship-bonding control, and performers’ presentation activities than males. More, novice and expertise both users are also show significantly usage patterns in the five affordances and self-presentation models. An SNS like Facebook must therefore be designed to facilitate its users to achieve their self-presentation goals. Our approach can therefore be useful to investigate how SNS’ design features can be tailored to specific gender and culture needs.

論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iiv
中英文關鍵字、縮寫對照表 v
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 2
第三節、研究問題與目的 4
第四節、研究基礎理論 6
第五節、研究流程 7
第二章、文獻探討與理論建構 10
第一節 社會網絡科技 10
一、社會網絡科技的發展歷史與設計特徵 10
二、Facebook與Plurk的社交特徵 15
三、社會網絡科技的自我展現活動 19
第二節、賦能理論 (Affordances Theory) 26
一、社會網絡科技的人機互動 26
二、賦能 / 生態賦能 (Affordance / Ecological Affordance) 35
三、社會網絡科技在操作層級的賦能 (Operational Level Affordances) 42
四、社會網絡科技在反思層級的賦能 (Reflective Level Affordances) 48
第三節、線上自我展現賦能 (Online Self-presentation Affordances) 62
一、Goffman的自我展現觀點：人生如戲、戲如人生、自我展演 62
二、社會網絡科技的自我展演 64
三、舞台門面：社交首頁門面的控制賦能 70
四、個人門面：個人輪廓與印象的控制賦能 74
五、交流：表述資訊與私密資訊的控制賦能 79
六、劇班關係：關係凝聚的控制賦能 86
第四節、社會網絡科技的自我展演之系統使用與個別差異 91
一、資訊系統使用理論 91
二、量測人、系統的使用–臉書之認知專注使用(FB- CAU) 97
三、量測系統、任務的使用–臉書自我展演之深度結構使用(FB-SP-DSU) 100
四、量測人、系統、任務的使用–臉書自我展演之系統使用(FB-SP-SU) 103
五、系統使用與個體差異 104
第五節、研究模式與假說彙種 106
第三章、研究方法 109
第一節、研究對象與資料收集 109
第二節、研究構念的操作型定義與問卷設計 110
第三節、先導研究 117
一、先導研究樣本基本資料分析 117
二、先導研究因素分析及信度檢測結果 119
三、先導研究之效度分析 122
第四節、料分析方法與工具 124
第四章、正式問卷資料分析 131
第一節、正式問卷基本資料分析 131
一、正式問卷回收統計 131
二、正式問卷基本資料之敘述統計分析 131
三、正式問卷在男女使用經驗、平均使用時間分析 134
第二節、正式問卷因素分析及信效度分析 135
一、正式問卷探索性因素分析之信效度檢定 135
二、正式問卷一階構念之效度檢定 139
三、正式問卷二階構念之效度檢定 144
第三節、男與女在構念的比較 150
第四節、新手與老手在構念的比較 152
第五節、五種SP-Affordances對臉書六種展演活動的迴歸分析 154
第六節、五種SP-Affordances對演員與觀眾的自我展演之研究模式驗證 156
第七節、五種SP-Affordances對演員的自我展演之研究模式驗證 175
第八節、五種SP-Affordances對觀眾的自我展演之研究模式驗證 188
第五章、研究結果討論、管理意涵與貢獻 201
第一節、結果討論與管理意涵 201
一、五種SP-Affordances對臉書認知專注使用的意涵(FB-CAU) 201
二、五種SP-Affordances對臉書自我展演之深度結構使用的意涵(FB-SP-DSU) 203
三、五種SP-Affordances對臉書自我展演使用的意涵(FB-SP-SU) 205
四、五種SP-Affordances在性別差異的意涵 207
五、五種SP-Affordances在使用經驗差異的意涵 208
六、五種SP-Affordances在單獨自我呈現活動的意涵 209
七、五種SP-Affordances在看(觀眾SP)與被看(演員SP)差異的意涵 210
八、五種SP-Affordances對過去不同Affordancs理論的意涵 212
九、從設計反思臉書為何(對年輕人)成功 214
第二節、結論與研究貢獻 215
第三節、研究限制 217
第四節、未來研究拓展 218
參考文獻 220
附錄 235

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