本研究探討社會網絡網站的使用族群間之價值差異，特別著重於比較不同人格特質的使用者對於社會網絡網站的利益與價值追求上的差異。因此本研究以「方法目的鏈理論」為基礎，透過小樣本之質化方法-「階梯訪談法」，深入訪談社會網絡網站的使用者，了解其對於社會網絡網站認知的「價值階層圖」（HVM）。並進一步依照「階梯訪談法」之質化研究的結論基礎，採用「方法目的鏈理論」中之Associate pattern technique(簡稱APT法)，發放大量結構式問卷，試圖找出不同族群之社會網絡網站使用者重視之使用價值差異。本研究利用Five-Factor Model(FFM)量表之五大人格特質構面分數及使用者之使用型態，成功將社會網絡網站使用者區分成四大族群，分別為「勤勉積極新鮮人」、「網路依賴族」、「職場打拼族」、「網路社交消極族」。並透過APT法繪出其「價值階層圖」（HVM），發現各族群共同重視的使用價值為獲得樂趣與享受與自我實現、建立與他人溫暖關係這三個主要價值。研究亦發現，透過傳統階梯法與大量結構式問卷之APT法，找出之使用者價值大致相同，但在如何取得價值的路徑上略有不同。而四族群重視的屬性、利益、價值及使用型態也略有不同，如網路依賴族使用時間最長，為重度使用者，且是四群中唯一重視安全價值之族群。勤勉積極新鮮人、職場打拼族、網路社交消極族使用頻率與停留時間較短，主要重視價值為與他人溫暖關係、樂趣、自我實現。
本研究為社會網絡網站業者提出的功能改善的建議為：一、針對不同族群使用者量身訂做功能屬性，二、找出不同社會網絡網站之主要使用族群，三、依照社會網絡網站使用者共同重視之使用價值設計其功能。

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