透過社群網站傳遞資訊是一個新興且重要方式，然而卻鮮少獲得現存研究的注意。本研究設計兩個臉書的應用程式來檢視網絡效應與傳遞者活躍度在資訊傳遞過程中扮演的影響力。研究結果顯示，網絡程度與網絡群聚確實顯著影響資訊傳遞頻率。換句話說，當個體擁有更多連結且高程度群聚時，在社群網站中有較佳的資訊傳遞效果。此外，本研究進一步發現，傳遞者活躍度也部分中介網絡程度與網絡群聚對於資訊傳遞的效果。傳遞者活躍度不但能影響社群網站中的資訊傳遞狀況，且當社會網絡越密集時會產生更佳的影響力。本研究的發現對於網絡效應的理論上有重要啟示，且能作為行銷人員的參考與建議。

Information dissemination through social network sites is new and important context that has received scant attention in extant research. This study developed two Facebook applications to examine the influence of network effect and transmitter activity on information dissemination process. The results showed that both network degree and network cluster significantly affected information dissemination frequency. In other words, people with more connections and with high clustered connections might exert a greater influence on their information dissemination process. In addition, transmitter activity partially mediated the effect of network degree and network cluster on the extent of information dissemination. Therefore, transmitter activity can affect information dissemination, and should become stronger as the social network become denser. The findings of this study have useful implications for the theory of network effect, as well as useful references and suggestions for marketers.

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