個性特質與社群媒體： 內向與外向性格對朋友推薦內容反應的研究

Abstract

在數位媒體和社群平台主宰的時代，了解具有不同人格特質的個人如何回應朋友推薦的媒體內容是非常重要的。這種了解可以提供有針對性的行銷策略、改善使用者參與演算法，並有助於更個人化的線上體驗。此外，還有助於瞭解個性如何塑造數位互動，這在社群媒體日益成為現代生活不可或缺的一部分時尤其重要。

本研究調查內向者和外向者對這些內容的不同反應，為社交媒體研究領域做出貢獻。本研究的依變數包括參與者對朋友背書內容與未背書內容可信度的評分，以及他們喜歡、分享或評論這些文章的可能性。現有文獻強調，內向者通常使用社交媒體作為溝通和自我表達的出口，而外向者則傾向於進行線上社交互動和加入虛擬團體。這些特質也會影響個人對刺激的反應，例如線上購物行為、決策風格，以及對獨處或社交活動的偏好。

本文進行了兩項研究來檢視這些動態。第一項研究使用經修訂的艾森克人格量表(Eysenck Personality Questionnaire Revised [EPQ-R]，2023)，共有 48 位參加者參與；第二項研究則使用經修訂的 16PF 問卷 (Cattell, Eber, & Tatsuoka, n.d.)，測量 522 位參加者對線上調查的回應。研究結果顯示了好壞參半的結果：內向者傾向於評論朋友背書的文章，但令人驚訝的是，他們對這些文章的可信度評價卻低於未背書的內容。外向者透過按讚和分享認可的文章表現出更高的參與程度，但他們對這些文章的可信度評等卻不一致。

內向者偏好非認可的文章可能是因為懷疑主義或傾向於以更嚴謹的態度評估內容，這與先前對他們的分析和迴避風險的決策風格的研究一致（Amos, Holmes, & Kenning,2014）。然而，他們對認可文章發表評論的可能性較高，這顯示他們刻意以有意義的方式參與社交活動。對於外向者來說，他們偏好按讚和分享認可的文章，反映出他們的社交傾向和對連結的渴望(Ross et al., 2009) 然而，對於相同的文章，他們的可信度評分較低，這顯示社交參與並不總是與感知到的可信度一致。這些不一致的現象可能顯示出其他因素的影響較大，例如內容類型或背書關係，強調需要進一步調查這些變數如何塑造參與度與可信度。

儘管結果並無定論，但對於個性驅動的數位互動提供了寶貴的見解，並為未來使用更多、更多元化的樣本和更精細的方法進行研究奠定了基礎。

In an era dominated by digital media and social platforms, understanding how individuals with varying personality traits respond to friend-endorsed media content is of great importance. This understanding can inform targeted marketing strategies, improve user engagement algorithms, and contribute to more personalized online experiences. Furthermore, assists in understanding how personality shapes digital interactions, which is especially important as social media becomes more and more integral to modern life. This study investigates the differing responses of introverts and extroverts to such content, contributing to the field of social media research. The dependent variables in this study include participants' ratings of the credibility of friend-endorsed versus non-endorsed content and their likelihood to like, share, or comment on such posts. Existing literature highlights that introverts often use social media as an outlet for communication and self-expression, while extroverts tend to engage in online social interactions and join virtual groups. These traits also influence responses to stimuli such as online shopping behavior, decision-making styles, and preferences for solitary or social activities. Two studies were conducted to examine these dynamics. The first study used a revised Eysenck Personality Questionnaire (Eysenck Personality Questionnaire Revised [EPQ-R], 2023) with 48 participants, while the second study used a revised 16PF questionnaire (Cattell, Eber, & Tatsuoka, n.d.) which measured 522 participants’ responses to an online survey. The findings revealed mixed results: introverts exhibited a tendency to comment on friend-endorsed posts, but surprisingly rated these posts as less credible than non-endorsed content. Extroverts showed higher engagement through liking and sharing endorsed posts, yet their credibility ratings for such posts were inconsistent. Introverts' preference for non-endorsed posts may stem from skepticism or a tendency to evaluate content more critically, aligning with prior research on their analytical and risk-averse decision-making styles (Amos, Holmes, & Kenning, 2014). However, their higher likelihood to comment on endorsed posts suggests a deliberate effort to engage socially in meaningful ways. For extroverts, their preference for liking and sharing endorsed posts reflects their social tendencies and desire for connection (Ross et al., 2009). Yet, their lower credibility ratings for the same posts suggest that social engagement does not always align with perceived trustworthiness. These inconsistencies may point to the greater influence of other factors, such as content type or the endorsing relationship, emphasizing the need for further investigation into how these variables shape engagement and credibility. While the results were inconclusive, they provide valuable insights into personality-driven digital interactions and lay the groundwork for future research with larger, more diverse samples and refined methodologies.