探討使用者在社群媒體音樂分享行為研究

Abstract

社群媒體是許多人進行社交互動、分享資訊的平台，透過在社群媒體分享音樂的行為，可以讓線上的成員擁有高度的互動關係，並建立良好的人際關係及維持良好的社群關係。然而，使用者在線上公開分享個人資訊的同時，也表達憂慮自身隱私問題等看似悖論的行為，闡明了社群媒體使用者在維護隱私以及自我揭露兩種行為上的兩難。為了研究使用者如何在不同社交媒體平台上維持隱私、以及揭露自己的音樂品味偏好中取得平衡，本研究以自我決定理論為架構，以音樂分享行為作為自我揭露的形式，探討社群媒體使用者的不同心理需求動機，以及利用隱私管理多個社群媒體的使用對分享音樂行為上的影響。本研究希望透過衡量使用者基本心理需求，如何透過音樂分享得到滿足的理論架構，來預測使用者分享音樂的態度與行為。本研究以問卷調查法進行，分析自我決定理論中重要變項，包括「自主性」、「自我效能」以及「歸屬感」，加入「隱私管理」對分享音樂行為的影響，以及分享音樂行為對使用者是否產生「幸福感」的探討。研究結果顯示，自主性、自我效能、歸屬感與分享音樂行為和幸福感有正向的關聯性，而隱私管理與分享音樂行為需要仔細區分隱私的層面：個人隱私管理與分享音樂行為有顯著影響，而平台隱私管理與分享音樂行為無顯著影響。Social media is a platform for many people to interact and share information. Through music sharing on social media, users can interact and establish good interpersonal relationships with others. However, while sharing personal information online, they also express concerns about their own privacy. Despite the paradoxical behavior, social media users experience this dilemma between maintaining privacy and self-disclosure for interpersonal relationship building. In order to explore how users strike a balance between maintaining privacy and revealing their music preferences as a way of self-disclosure across different social media platforms, the study uses the Self-Determination Theory as a framework to explore social media users’ psychological motivations. The research intends to use the framework to predict users' attitudes and behaviors in music sharing. This study was conducted with an online survey to analyze the effects of factors in the self-determination theory, including "autonomy," "self-efficacy," and "relatedness" and "privacy management" on the music sharing behavior. We also examine whether music sharing behavior is positively associated with "well-being." Our results show that autonomy, self-efficacy, relatedness have significant positive associations with music sharing behavior and well-being. However, to further distinguish different levels of privacy management and how they associate with music sharing behavior, we found that personal privacy management and music sharing behavior have significant positive association, while platform privacy management and music sharing behavior are nonsignificant.