Facebook用戶按「讚」行為之探討

Abstract

Facebook是近年最熱門的社群網站，目前也有許多相關的學術研究探討其使用者行為。本研究有別於其他研究之處在於，只以Facebook使用者按讚行為為主體，並藉由社會資本理論、符號互動論、禮物贈與理論、社會交換理論來探討其背後動機。 本研究針對十六位受訪者進行深度訪談後，將Facebook使用者按讚的動機分成「互動動機」和「獲得資訊動機」。「互動動機」是使用者因為想要和Facebook朋友互動而按讚，此類情形常發生於Facebook朋友或社團發佈的動態，情境包含通知性訊息或照片、發佈者內心想法、文章連結、很多人按讚的內容、開心的內容以及負面的內容。「獲得資訊動機」是使用者因為想要加入粉絲團而獲得之後的資訊而按讚。 本研究經由上述的四個理論來解釋Facebook使用者的按讚行為的動機。以社會資本論而言，按讚是一個創造社會資本的行為，其多寡可以用使用者內心正面感受來衡量。以符號互動論而言，使用者會把讚當成正面的「符號」來代替留言。以禮物的贈與理論而言，使用者會藉由按讚行為來維持與朋友之間的關係。以社會交換理論而言，使用者的按讚行為不只是單向的，而是存在著互惠的關係。一般而言，Facebook使用者對同一個對象的按讚行為重複越多次，之後收到他讚的次數也越多。

Facebook has become the most popular social network sites recently. There are many related academic research investigating users’ behavior on Facebook. This study ,which is different from other studies is that we only use the behavior of Facebook users who press the “Like” button as research subjects, and by which we will investigate the motivation with social capital theory, symbolic interactionalism, gift-giving theory, and social exchange theory. In this study, we conducted in-depth interviews with 16 respondents, the motivation of Facebook users who press the “Like” button can be divided into ” interactive motivation” and” access to information motivation”.” Interactive motive” suggests that Facebook users press the “Like” button because he/she wants to interact with Facebook friends , and the situations can often be seen in the messages which are posted by Facebook friends and clubs. The scenarios include notification messages or photo, writers’ personal thoughts, article links, the contents with many “Likes” , contents representing the writers’ mood, either positive or negative.” Access to information motivation” suggests that Facebook users press the “Like” button to join the fans pages because he/she wants to get information on that fans page. In this study, we use the four theories above to explain why Facebook users press the 'Like' button. In terms of social capital theory, the behavior of Facebook users who press the 'Like' button creates social capital, and its amount can be measured with the users’ positive feelings. In terms of symbolic interactionalism, Facebook users will use the the 'Like' button as a positive symbol to replace the messages. In terms of gift-giving theory, Facebook users will press the 'Like' button to maintain the relationship between the user and his Facebook friends. In terms of social exchange theory, the behavior of Facebook users’ pressing the “Like” button is a reciprocal relationship rather than a unidirectional relationship. In general, the more a Facebook user repeats the behavior of pressing the 'Like' button for the same person, the more 'Like' he will receive from that person.