台灣網路使用者對於社群網站的依賴性越來越高,各式相似的社群網站星羅棋佈,但彼此間有很大的相似處且差異性不大。因此,要如何和其他同性質的社群網站間有所差異並劃分出區隔,以吸引網路使用者產生長期持續使用的意圖,是社群網站建構者必須探討的問題,也是目前社群網站市場所關注最主要的議題。本研究以科技接受模型的延伸模型:Moon & Kim之模型為基礎,加入了「網站品質」構面,包含網站設計、互動回應及隱私安全三個子構面,並以「社群意識」為干擾變數,以Facebook及Google+為研究的對象,針對影響使用者持續使用意向的因素進行探討。本研究結果顯示,Facebook與Google+使用者持續使用社群網站的因素不盡相同,整體而言,Facebook相較於Google+對於台灣使用者來說吸引力較大。本研究建議後續研究者可將科技接受模式擴大應用,可從其他角度切入探討,思考其他相關構面對社群網站持續使用意向之影響。
Because of the Internet with wide bandwidth, and Internet user`s self-awareness and desire of expression is constantly upgrading, many social network appears, which one of the most popular application on Internet, rapidly developing and growing. According to the investigation of magazine between the years of 2009 to 2012,”Social Network” has been the largest number in the list of”Taiwan Web 100” among various type of website, it shows that Social Network has become the indispensable entertainment and the way of express the pressure for Taiwanese. Our research based on the Moon and Kim (2001) proposed model and considering the circumstances of the social network, adding the dimension of "website quality", and then let "sense of community" be the Moderator, in order to investigate whether these factors affect the user’s continuance intention or not. According to the result, the factors which affect user’s continuance intention are not the same. In website quality, Facebook is significant influenced, but Google+ is partial significant.