An Investigation Of Subjective Well-Being Of Online User :The Social Network Perspective

[[abstract]]社群網站已成為現今人們日常生活中的一部分，社群網站的使用不再像是過去的部落格一樣，不僅僅只能抒發心情與分享資訊，還能透過社群網站互動、溝通。過去的研究大多都是以實質面對於社群網站的使用為主，本研究則是以使用者的心理層面為出發點，探討社群網站所帶來的影響。本研究以社會網絡理論、認知吸收理論與社會信任以微觀的方式來探討使用社群網站後所產生的情緒，進而產生的主觀幸福感。 本研究採用問卷調查法，以目前最多人使用的社群網站「Facebook」的使用者作為問卷發放對象，最終回收樣本共587份，有效樣本為437份，並透過統計軟體工具SmartPLS 2 0以結構方程模式進行驗證性因素分析。經由分析後，本研究發現：(一)不管為何種型態的社會網絡皆是顯著且正向的影響認知吸收與社會信任。(二)認知吸收並非所有因子皆能造成主觀幸福感的生成，其中，只有高度娛樂能夠生成。(三)社會信任對於主觀幸福感也是呈正向且顯著的影響。根據此結果，本研究亦提出在學術上與實務上的管理意涵，供後續研究參考。[[abstract]]Today social network sites has become to a part of people's daily lives The usage of social network sites is no longer constraint on the functions of blogs Social network sites not only enable internet users to express feeling and share information but also to interact and communicate with others In the past most studies investigate the physical aspects on usage of social network sites but this study explores the influence by using social network sites from a psychological point of view Drawing on social network perspective cognitive absorption theory and prior literature of social trust this study investigates how the emotion caused by using social network sites and develops member’s subjective well-being at the microscopic level An online survey was administered in this study for collecting data of questionnaires at the famous social networking sites Facebook 459 valid respondents as samples gained from a total of 560 returns Using statistical software tools SmartPLS 2 0 structural equation modeling for confirmatory factor analysis Finally the results of this study found: (1) No matter what types of social networks have positive effects on cognitive absorption and social trust (2) Not all factors of cognitive absorption affect subject well-being yet temporal dissociation has a positive effect (3) Social trust has a positive effect on subjective well-being At last the implications for theory and practices as well as future research are discusse