社交網站互動功能之效應：關係強度與互動目的之調節效果

Abstract

先前研究發現社交網站之互動功能幫助使用者人人互動，並假定互動是多維度構念，包含控制度、同步性與社交頻寬。本研究探討這三個互動維度如何影響使用者線上互動過程，以及關係強度(強連結/弱連結)與互動目的(資訊目的/社交目的)之調節效果。我們採用兩個研究來驗證假說。研究一探討關係強度的調節效果。研究一總共徵求512位受訪者參與問卷調查。研究一實證結果顯示三個知覺互動維度顯著提升使用者知覺有用性。知覺控制度與知覺同步性顯著增加使用者持續使用意圖。此外，關係強度調節這三個知覺互動維度對於使用者知覺有用性與持續使用意圖的影響。知覺控制度對於兩個依變項的影響，在強連結情境比弱連結情境來得強；反之，知覺同步性的影響，在弱連結情境比強連結情境來得強。相同於知覺同步性的影響，知覺社交頻寬對於知覺有用性的影響，在弱連結情境比強連結情境來得強。研究二探討互動目的的調節效果。研究二總共徵求488位受訪者參與問卷調查。研究二實證結果指出知覺同步性與知覺社交頻寬顯著提升使用者知覺有用性。知覺同步性增加使用者持續使用意圖。另一方面，互動目的調節知覺控制度與知覺同步性度對於使用者持續使用意圖的影響。知覺控制度對於使用者持續使用意圖的影響，對於社交使用者比資訊使用者來得強；反之，知覺同步性的影響，對於資訊使用者比社交使用者來得強。本研究發現提供線上實踐者有用的社交網站互動設計方針。

Past studies have shown that interactivity on social network sites assists users in their human-to-human interaction and assumed that interactivity is a multi-dimensional construct, which includes control, synchronicity, and social bandwidth. This study examines how three dimensions of interactivity affect users online interaction process and how such effects are moderated by tie strength of interaction partners (strong-tie vs. weak tie) and interaction purposes (information vs. social). This research conducted two studies to test the proposed hypotheses. Study 1 explored the moderating effects of tie strength. In total, Study 1 recruited 512 respondents to participate in this survey. The empirical results of Study 1 reveal that three dimensions of perceived interactivity significantly enhance user perceived usefulness. Furthermore, two dimensions of perceived interactivity in terms of control and synchronicity significantly increase user continuous intentions to use. In addition, the effects of three dimensions of perceived interactivity on user perceived usefulness and continuous intentions to use are moderated by tie strength of interaction partners. The results show that the effects of perceived control on these two dependent variables are stronger in the strong-tie condition than in the weak-tie condition, whereas such effects of perceived synchronicity are stronger in the weak-tie condition than in the strong-tie condition. Similar to the results of effect of perceived synchronicity, the effect of perceived social bandwidth on perceived usefulness is stronger in the weak-tie condition than in the strong-tie condition. In addition, study 2 examined the moderating effects of interaction purposes. Study 2 totally recruited 488 respondents to participate in this survey. The empirical results of Study 2 indicate that two dimensions of perceived interactivity, including synchronicity and social bandwidth, significantly increase user perceived usefulness. Furthermore, perceived synchronicity significantly improves user continuous intentions to use. On the other hand, the effects of two dimensions of perceived interactivity, control and synchronicity, on user continuous intentions to use are moderated by interaction purpose. The results reveal that the effect of perceived control on user continuous intentions to use is stronger for social users than for information users, whereas such effect of perceived synchronicity is stronger for information users than for social users. The findings of this study offer online practitioners useful recommendations regarding design guidelines of interactivity on social network sites.