以計畫行為理論探討社群媒體搜尋行為之研究－兼論社群媒體之差異比較

透過社群媒體分享生活、得知他人近況、搜尋喜歡或想知道的資訊，作為資訊來源之一，YouTube、Facebook、Instagram為台灣人最常使用的社群媒體，在搜尋上，都會受到本身對於資訊上的涉入及信賴程度影響搜尋態度、主觀規範、知覺行為控制而影響最終實際行為的發生。本研究將研究對象設定為習慣YouTube、Facebook、Instagram搜尋的使用者，共回收有效問卷910份，透過問卷調查法以及線性結構方程式進行分析，研究模型結果具高度一致性且皆符合標準。本研究主要的貢獻在於擴展了計畫行為理論於三大社群媒體上，並證實資訊涉入與資訊信賴為態度的重要前置變項。其次，本研究發現，對於社群媒體的使用者而言，社群媒體存在著黏著度，當顧客對於社群媒體的使用產生習慣後，將有助於社群媒體留住使用者。最後，在整體模式上，本研究亦發現，對於使用者的行為意圖而言，知覺行為控制為最主要的影響因素。

關鍵字

社群媒體；計畫行為理論；習慣；資訊涉入；資訊信賴

並列摘要

People share life moments, learn about other people's current situations, and search for information they like or want to know through social media. As a few of the more popular information sources, YouTube, Facebook, and Instagram are the top social media platforms that Taiwanese commonly use. The level of information involvement and trust affect their search attitudes, subjective norms, and perceptual behavior control, thus leading to the occurrence of final actual behaviors. With users who are accustomed to searching on YouTube, Facebook, and Instagram as the research objects, this research collected a total of 910 valid questionnaires and conducted an analysis through questionnaire and linear structural equations. Findings show that the research model results are highly consistent and meet all the standards. The main contributions of this research are to expand the theory of planned behavior and the three major social media and to confirm that information involvement and trust are important prerequisites for attitudes. Moreover, for users, social media have a degree of stickiness that can retain customers when they become accustomed to using those platforms. Finally, in terms of the overall model, this study presents that for users' behavioral intentions, perceived behavioral control is the most important factor.