近兩年臉書在台灣突然竄起。過去探討有關臉書的學術研究較為少數。以台灣來說,開心農場即成為臉書最熱門話題之一。在臉書眾多的產品,開心農場具有消費者創新性的特性,因此本研究之主題著重於台灣的臉書會員對於開心農場的使用意圖。本研究主要以五大人格特質及內在動機探討開心農場的使用意圖,接著,更進一步探討性別特質對內在動機及使用意圖的影響。本研究探討的三大主題:第一、五大人格特質對於內在動機的影響;第二、內在動機對於開心農場使用意圖的影響;第三、探討性別特質的干擾角色,目的為了解性別對於五大人格特質與內在動機之間的影響。本研究以實際有使用開心農場的台灣臉書會員,共取得904有效問卷。研究結果顯示:(1)人格特質的不同對於使用開心農場的動機也呈現差異;(2)對於開心農場的使用意圖而言,娛樂需求的動機高於歸屬需求及自我實現;(3)對於人格特質與內在動機之間的關係,性別差異扮演了重要的干擾角色。
Lately one year, Facebook becomes suddenly hit in Taiwan. The academic studies about Facebook are relatively small number. As the consumer innovativeness product, Happy Farm becomes one of Facebook's most popular topics in Taiwan, hence this study focuses on Happy Farm's usage intention of Taiwan's Facebook members. This study explores three main issues: First, examine the effect of personality traits on intrinsic motivation (i.e. hedonic needs, need to belong, and self-actualization); second, examine the effect of intrinsic motivation on usage intention of Happy Farm; finally we consider the moderating effect of gender on the relation between these variables.The hypotheses are tested using data from a sample of 904 Taiwan's Happy Farm members. The results show that (1) the difference of personality traits has different significant impact on intrinsic motivation of Happy Farm's usage; (2) hedonic needs is the most significant impact of intrinsic motivation on the Happy Farm's usage intention; and (3) Gender moderates the relationship between personality traits and intrinsic motivation.