| Summary: | 碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 100 === According to a research in 2010, the proportion that Taiwanese felt stressful in their life was 94%. The Facebook users in Taiwan were 110,000 in 2008, but the users’ amount was rapidly increasing to 8,750,000 in 2010. Based on the phenomenon, the purpose of this study was to investigate the relationships between high levels of stress and users’ using intention or attitude toward Facebook. In addition, most of the users using Facebook was to express feelings. Therefore, this study investigated the relationships between the motivation and seeking social support.
In order to fill the gap of little is known about individuals use Internet technology for social support, for the reason that the study added the variable of social support. Rare research had focused on why people use social networking sites utilizing individual-level variables, for the reason that the study added the variable of self-construals. In the end, for the purpose of investigating how promotion motivation and prevention motivation affect the attitude on Facebook, the study added the variable of regulatory focus theory.
In this study, most of the samples came from actual questionnaire, and another part of samples came from Internet questionnaire. The total samples were 301. The following were this study’s findings. First, an individual who had higher level of stress, the more needs they had about seeking social support from Facebook. Second, an individual who had higher level of interdependent self-construals, the more needs they had about seeking social support from Facebook. Third, an individual who had higher level about seeking social support from Facebook, the higher attitude they had toward Facebook. Last, users’ motivation to use Facebook affected the relationship between stress and the attitude toward Facebook. An individual who had higher level of stress, they would evoke promotion motivation, and then they would rely on eagerness behavioral strategies to move closer toward positive end states. Individuals who were in this status, they would generate higher attitude toward Facebook.
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