人格特質、內在動機與開心農場使用意圖

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Title:	人格特質、內在動機與開心農場使用意圖
Other Titles:	Personality Traits, Intrinsic Motivation, and Usage Intention of Happy Farm
Authors:	林保良 Lin, Bao-Liang
Contributors:	張國雄 Chang, Kuo-Hsiung 東海大學國際貿易學系
Keywords:	開心農場、人格特質、內在動機、性別、使用意圖。 Happy Farm, Personality Traits, Intrinsic Motivation, Gender, Usage Intention.
Date:	2009
Issue Date:	2011-01-05
Abstract:	近一年Facebook在台灣突然爆紅。過去探討有關Facebook的學術研究較為少數。以台灣來說，開心農場即成為Facebook最熱門話題之一，因此本研究之主題著重於台灣的Facebook會員對於開心農場的使用意圖。本研究探討三大主題：第一、人格特質之外向型及開放型人格特質對於內在動機的影響；第二、內在動機對於開心農場使用意圖的影響；第三、探討性別特質的干擾角色，目的為了解性別對於人格特質與內在動機之間的影響。本研究以實際有使用開心農場的台灣Facebook會員，共取得904有效問卷。研究結果顯示：(1) 人格特質的不同對於使用開心農場的動機也呈現差異，開放型人格特質對於娛樂需求與自我實現具有正向影響，而對於歸屬需求則不具有顯著影響；(2) 對於開心農場的使用意圖而言，娛樂需求的動機高於歸屬需求及自我實現；(3) 性別會干擾人格特質與內在動機之間的關係，外向型人格特質為男性對於內在動機的娛樂需求、歸屬需求、及自我實現皆具有正向影響，而外向型人格特質為女性則不具有顯著影響。 Lately one year, Facebook becomes suddenly hit in Taiwan. The academic studies about Facebook are relatively small number. Happy Farm becomes one of Facebook's most popular topics in Taiwan, hence this study focuses on Happy Farm’s usage intention of Taiwan's Facebook members. This study explores three main issues as follows: First, we examine the effect of Extraversion and Openness to Experience personality traits on intrinsic motivation (i.e. hedonic needs, need to belong, and self-actualization); second, we examine the effect of intrinsic motivation on usage intention of Happy Farm; third, we consider the moderating effect of gender on the relation between these variables. The hypotheses are tested using data from a sample of 904 Taiwan’s Happy Farm members. The results show that (1) the difference of personality traits has different significant impact on intrinsic motivation of Happy Farm’s usage, Openness to Experience traits has significant impact on hedonic needs and self-actualization, but has no significant impact on need to belong; (2) hedonic needs is the most significant impact of intrinsic motivation on the Happy Farm’s usage intention ; and (3) Gender moderates the relationship between personality traits and intrinsic motivation, Extraversion traits as male has significant impact on hedonic needs, need to belong, and self-actualization, but Extraversion traits as female has no significant impact on hedonic needs, need to belong, and self-actualization.
Appears in Collections:	[國際經營與貿易學系所] 碩士論文

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