Exploring the imagery-driven behavior on social network services

• Main Authors: Wei-Cheng Shiau, 蕭偉呈
• Other Authors: Yuan-Chu Hwang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/15205331044535633869

碩士 === 國立聯合大學 === 管理碩士學位學程 === 99 === Since social network services have rapid growth in the recent of the trend, with the community of users are increases, innovation and social network service-relationship applications have been emerged to meet the different needs for service users. Due to social network service base on information and communication of technology, and more service providers continue to develop, focus on providing more friendly interface and communication channel to attract for users as well. According to paper survey for past social network research of literature, the major of study issues emphasis on technology adaptability and acceptability for users; information exchange for security and efficiency; and it cause the problems of identity management and privacy by social network services. Past research issues focus on “good domination logic” service-oriented for the propose, and more ignore that the issues for “service domination logic” and “service imagery innovation” as the main service innovation research. This study aims to base on the view of service for value of annotation, and combines with Verganti (2010) suggests that the meaning-driven for service innovation of theme. The study proposes the imagery-driven behavior on social network base on the concept of emotional, psychological, and socio-cultural, and explores the impact for community of users for interaction. According to the study case analysis, we find the different community interaction imply the relationship that meaning associate with interaction and drive the impact for behavior significance. Finally, this study proposes several research of discussion for result: (1) By meaning-driven service-oriented promote the behavior for radical and the external interaction associate the meaning for most effectiveness. (2) The community interaction close the need of psychological, and it can be more easily accepted for users. The result can reflect that the meaning associate imagery-value components and it could more match the mental picture of psychological for users, drive the interaction of behavior for impact as well. (3) Highly sensitive populations for behavior and interaction of community get to the anxiety, conflict, and social norms of inner, and cause them hidden meaning of interaction for imagery-driven.