社群網站使用者發文行為模式

Abstract

社群網站的即時反應及便利性，使其在現代人的生活之中幾乎是不可或缺的，但愈來愈多的文獻發現，使用者因為這些資訊很有可能是不相干的訊息，而導致資訊過載，因而降低使用社群網站的時間，導致使用者們改變發文章的策略以取得效用最大化。本篇論文建置模型探討使用者使用社群網站的發文數，找出此模型的納許均衡 (Nash equilibrium)，及他們發文的效用函數的最大值發生於何時。我們發現使用者使用社群網站的效用函數會在適當的朋友數、發文成本、及發文效益時有最大值。此外，當一社群網站有新使用者加入時，所有原本的使用者都會減少他們發文的量，不過總文章數會增加。最後，兩群互不認識的朋友們可能因為其中的共同朋友而彼此影響在社群網站上的使用行為。所建置的模型可幫助社群網站的使用者規劃有效的發文與社交策略。

Social network sites (SNSs) have become indispensable nowadays due to the function of friend networking through push notification. However, many researchers have found that irrelevant articles may cause information overload and influence users’ behavior on SNSs. We model the posting behavior of users on SNSs and find the Nash equilibrium. We find that the utility of a user is optimal when the user has a limited number of friends, which depends on the posting cost and posting benefit. Moreover, when a new user joins a group, the amount of articles posted by each original user decreases; however, the number of articles posted by all users increases. Finally, we find that a user’s posting behavior can be affected by one he does not know with through their mutual friends. The proposed model can help users on SNSs to formulate effective posting and social networking strategies.