Discussion on the Cause and Effect of Information Overload in Social Networks - Taking FACEBOOK as an Example

• Main Authors: Pei-Chin Jiang, 江佩芹
• Other Authors: Tien-Hsiang Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/17923889676886759941

碩士 === 國立高雄應用科技大學 === 資訊管理研究所碩士班 === 102 === The world’s largest social network site, Facebook, has a surprising growth in user members since its establishment in 2004, and now has 1.23 billion users. Facebook makes network users capable of sharing new knowledge, allows them to express their feelings and establish a relationship and communicate with others. However, with the increase in user number and information content, user’s perception on information overload grows day by day, thus there may be an emotional response and information filtering behavior from the users, and whether it is going to impact onto user loss is yet to be determined. The research adopts the social network information overload framework of Koroleva (2010) and combines the technology acceptance mode revised by Yang and Yoo (2004) to discuss the reason for making Facebook users feel the information overload and whether the information overload can affect users’ emotional reaction, whether users have information filtering intention and conversion intention. The research makes use of questionnaires to collect 562 valid responses from Facebook users and utilizes PLS to verify the research hypothesis. The research finds out that: 1. “Unworthy value of information”, “information amount”, “negative information” and “lack of searching mechanism” positively affect “information overload”; 2. “Information overload” positively affects the “negative emotional reaction”; 3. “Information overload” and “negative emotional reaction” positively affect the “ignorance level” in behavioral intention; 4. The “negative emotion reaction” positively affects behavioral intention of “hiding” and “unfollow”; 5. The “information overload” and “negative emotional reaction” positively affect the “conversion intention”; 6. The “time pressure” negatively moderates the influence relation between the degree of “unworthy value of information”, “incomprehensive information”, “negative information value”, “lack of searching mechanism” and “information overload”, 7. The “lack of technique/knowledge of information filtering tool” positively moderates the influence relation between “information overload” and “ignorance level in behavioral intention”. The research results can provide a reference for further related academic research and propose practical suggestions for Facebook’s operation and management.