A Theoretical Integration and Emperical Test of Online Social Media Gratifications and Uses

[[abstract]]線上社交媒體(online social media ) (如Wikipedia 與Facebook)的快速崛起，提供線上的使用者一個全新的資訊與知識交換平台，有許多使用者基於不同的動機開始使用社交媒體與其他使用者進行社交、資訊與知識的交換，但是目前鮮少研究探討使用者依據何種動機來選擇與使用不同型態社交媒體？社交媒體如何滿足使用者的各種動機？使用者在滿足動機後產生何種行為？因此本研究擬於三年期程，以使用與滿足理論為基礎，並且結合自我呈現理論、社會認同理論、社會網路理論、社會資本理論及社會互動理論等作為研究模式的理論基礎，並以Wikipedia、Facebook 使用者作為問卷調查對象來驗證研究模式的可行性。 第一年目的是發展一個研究模式探討影響社交媒體Wikipedia 之知識創造與知識傳遞的影響因素。本研究提出Wikipedia 的主要使用動機包含資訊搜尋與自我呈現兩種，且該兩項動機可以透過社會認同、社會網路及社會資本獲得滿足，進而提升使用者的知識創造與知識傳遞行為。 第二年目的將探討影響社交媒體Facebook持續使用行為的影響因素。本研究提出社交媒體使用者的主要使用動機包含娛樂動機、社交動機、資訊搜尋動機與自我呈現動機等四項及社交媒體使用者之三項互動方式，包含人與人互動、人與訊息互動與人與環境互動。本研究擬驗證四項主要使用動機可以透過三項互動方式獲得滿足，進而會影響使用者的持續使用行為。 第三年目的將探討社交媒體使用者動機對使用行為的影響是否會受跨文化因素（個人主義與集體主義）及不同社會經濟狀態（收入與教育）干擾。許多研究已經證實資訊科技的使用行為會因為使用者之社經發展狀況的不同或是文化差異而受到影響，因此本研究將延續第二年的研究成果，根據使用者之文化與社會經濟狀態的差異，進一步分析使用社交媒體動機對使用行為的影響是否在不同文化背景與不同社會經濟狀態下會有不同差異。[[abstract]]There is increasing acceptation on the utilization of online social media, such as Wikipedia and Facebook, to exchange information and knowledge with others online. However, little attention has been given to studying what may impact the user choice of specific features of media type in the social media context. Drawing on prior research in use and gratification theory, self-presentation theory, social identity theory, social network theory, social capital theory, and social interaction theory, this study aims to develop a three-year project to investigate the relationship between the motivation of social media usage and creation and transfer of knowledge or continuous usage. Then, this study will test the research hypotheses using data collected from users of Wikipedia and Facebook. The objective of this study in the first year is to explore the factors affecting creation and transfer of knowledge in Wikipedia. This study proposes that information searching and self-presentation are the primary two motivations of Wikipedia usage, and these two motivations will be fulfilled by the gratification of social identity, social network and social capital, which in turn affects creation and transfer of knowledge. In the second year, this study develops a research model to examine the relationship between the motivation of social media usage and continuous usage of social media. This study proposes that information searching, self-presentation, entertainment and socializing are the primary four motivations of Facebook usage, and hypothesizes that the motivation of social media usage will be fulfilled by three types of social interaction. These social interactions, in turn, will facilitate continuous usage of social media. In the third year, this study develops a research model to examine the moderating effects of the culture factor and socio-economic status on the links between the motivation of social media usage and continuous usage of social media. Culture difference and socio-economic status are the two of the most critical issues in the knowledge economy. Differences in the behavioral models between socio-economically advantaged and disadvantaged users and between individualism and collectivism culture users are theorized and empirically tested.[[note]]NSC101-2410-H327-028-MY