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研究生: 張翠芬
Chong, Chui Fen
論文名稱: 連結與關係對Facebook台灣使用者的資訊交換行為之影響
Tie strength and guanxi on Taiwan Facebook users’ information exchange behavior
指導教授: 汪琪
Wang, Georgette
學位類別: 碩士
Master
系所名稱: 傳播學院 - 國際傳播英語碩士學位學程(IMICS)
International Master's Program in International Communication Studies(IMICS)
論文出版年: 2010
畢業學年度: 98
語文別: 英文
論文頁數: 75
中文關鍵詞: 連結社會網路理論關係華人人際關係臉書社交網站
外文關鍵詞: tie strength, social network theory, guanxi, Chinese interpersonal relationships, Facebook, social media
相關次數: 點閱:488下載:157
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  • Granovetter proposed that weak ties connect different sections of social networks, thus function as the channel for individuals to gain access to useful information unavailable at existing social circles. The first motivation of this study is to explore to what extent strength of ties theory explains information exchange behaviour of Taiwanese Facebook users. According to past research, Chinese rely on those with close guanxi, such as family members and close friends to satisfy individual’s needs. This leads us to ask if guanxi would also play an important role in satisfying individual’s needs for information. Thus the second motive of this study is to explore the significance of guanxi for Chinese Facebook users in selecting the counterpart for information exchange. It is hoped that the results of this investigation will contribute to social networks, guanxi, information behaviour research and social network sites users’ study, especially in Taiwan. Based the data collected via online survey, this study found that respondents tend to rely on strong ties as their primary sources of information. If their strong ties were not able to provide the information, respondents would rely on the connections of these strong ties, rather than the weak ties in their network, to find the information they needed. Thus strong ties are the key to information exchange in a social network.

    Acknowledgement 1
    Abstract 2
    TABLE OF CONTENTS 3
    LIST OF TABLES AND FIGURES 5
    Chapter 1 Introduction 1
    1.1 General background 1
    1.2 Development of Social Network Sites 2
    1.3 The usage of social network sites 3
    1.4 Information behavior 4
    1.5 Research Motive and Aim 5
    Chapter 2 Literature Review 7
    2.1 Information exchange 7
    2.2 Social network analysis 9
    2.3 Social network theories 11
    2.5 Interpersonal relationship in Chinese societies 18
    2.6 Strength of ties and guanxi 23
    Chapter 3 Research Method 25
    3.1 Research framework 25
    3.2 Operational definition of key concepts 27
    3.3 Questionnaire design 30
    3.4 Data collection 32
    Chapter 4 Results 33
    4.1 Description of sample 33
    4.2 Comparison of strong and weak ties 35
    4.3 Data analysis 37
    Chapter 5 Discussion 42
    5.1 Implications on research 42
    5.2 Implications on social media marketing 44
    5.3 Conclusion 45
    5.4 Limitations and further research 46
    References 47
    Appendix 1 54
    Appendix 2 55
    Appendix 3 56
    Appendix 4 Taiwanese Facebook users’ using behaviour survey 2010 58
    Appendix 5台灣Facebook用戶者使用行爲問卷調查2010 63


    LIST OF TABLES AND FIGURES

    Table 1 Comparison of tie strength and guanxi 23
    Table 2 Demographics distribution of the sample 34
    Table 3 Paired sample t-test results on information source and tie strength 37
    Table 4 Paired sample t-test results on information types and tie strength 38
    Table 5 Paired sample t-test results of guanxi and ties 39
    Table 6 Multiple linear regression analysis results of demographics, Facebook usage, and guanxi on information source 40
    Table 7 The background of strong and weak ties 54
    Table 8 Frequency tabulation of guanxi items and tie strength 55
    Table 9 Respondents’ attitude on information exchange in view of tie strength 56

    Figure 1 Forbidden triad Figure 2 Possible information route 26

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