本研究主要在於探討影響Facebook社群網站的行為意圖,以整合性科技接受理論(UTAUT)為基礎,並結合「凝聚力」之概念,進而建立本研究架構,探討「績效預期」、「努力期望」、「社會影響」、「配合情況」、「凝聚力」五個變數對於Facebook使用行為與實際使用的影響。本研究對象針對「Facebook社群網站」的使用者,以網路問卷調查方式蒐集資料,有效樣本為268份,經資料分析後,該模型的適配度良好,研究結果發現「績效預期」、「努力期望」、「社會影響」、「凝聚力」會正向影響Facebook使用者的行為意圖,且會受到性別、教育程度、經驗調節變數之影響。而「配合情況」對於Facebook使用者的行為意圖影響不顯著,也不會受到任何干擾變數的影響。最後本研究依據研究發現給予往後社群管理者具體建議,可供後續研究者進行相關議題研究。
The purpose of this study was to discuss the effects that intention of use Facebook. Model of this study was based on Unified Theory of Acceptance and Use of Technology, and combined concept of cohesion. Five Independent variables, "performance expectancy", "effort expectancy", "social influence", " facilitating conditions", "cohesion" and two dependent variables "behavior intention", "use behavior” were used in this study model. "Factors Affecting Intention to Use Facebook" questionnaire collect the data from Facebook users. In total, 268 valid samples were collected. This study results found that behavior intention of Facebook users was positively influenced with their performance expectancy, effort expectancy, social influence, cohesion, and their relastionship was moderated by "gender", "education level" and "experience of using Facebook". According to findings of this study, give some suggestion to community managers and follow up study of community eventually.