本研究希望透過使用者對Facebook與無名小站所採用服務創新程度的認同度,了解使用者對兩個社群網站服務創新認同度的差異,並透過分析差異化,提出建議,並期望做為未來制定政策時的參考。 藉由文獻回顧與討論,本研究認為「吸引度」、「實用度」、「難易度」、「熱潮度」、「推廣度」與「延展度」等六個變數會影響使用者對於社群網站的認同度。本研究以12歲以上的使用者為研究對象,回收488份有效問卷,得出研究結論如下: Facebook在「吸引度」、「實用度」、「難易度」、「熱潮度」、「推廣度」與「延展度」等六個變數的認同度均高於無名小站。 以人口統計變數分析,在「吸引度」方面,在Facebook沒有差異性,但在無名小站則因婚姻狀況而有差異性。在「實用度」方面,在Facebook與無名小站的六個人口統計變數均沒有差異性。在「難易度」方面,在Facebook的性別、職業、教育程度與無名小站的性別有差異性。在「熱潮度」方面,在Facebook的職業、教育程度與無名小站的性別有差異性。在「推廣度」方面,在Facebook的職業、教育程度與無名小站的性別有差異性。在「延展度」方面,在Facebook的職業、教育程度與每月所得有差異性,但在無名小站則沒有差異性。 根據以上結論,提出以下三點建議: 一、加強應用程式之開發,以增加推廣度: 二、加強粉絲專頁之管理經營,以延展熱潮度 三、針對差異性,增加優勢或彌補不足之處
This research hope uses the service innovation degree by the user to Facebook and the Wretchl the approval, understood that the user to two social community websites service innovation approval's difference, and penetrates the analysis variation, puts forward the proposal, and expected that will do for the future policy making time the reference. Because of the literature review and the discussion, this research thought that “attraction ”, “practical ”, “difficult or not ”, “upsurge ”, “promotion ” and “delaying ” and so on six variables can affect the user regarding the social community websites approval. This research take 12 year-old above user as the object of study, collected 488 effective questionnaire, the conclusions of this research are as below: Facebook in “attraction ”, “practical ”, “difficult or not ”, “upsurge ”, “promotion ” and “delaying ” and so on six variable's approvals is higher than Wretch. By the population statistic variable analysis, in “attraction ” , does not have the difference in Facebook, but has the difference in Wretch because of the marital status. In “practical ”, does not have the difference in Facebook and Wretch's six population statistic variable. In “difficult or not” , in Facebook the sex, occupation, education level and Wretch's sex has the difference. In “upsurge ” , in Facebook the occupation, education level and Wretch's sex has the difference. In “promotion ”, in Facebook the occupation, education level and Wretch's sex has the difference. In “delaying ”, in Facebook the occupation, education level and monthly income has the difference, but does not have the difference in Wretch. According to the result of research can afford below suggestions : First, strengthens development of the application program, increases pushes the profmotion. Second, strengthens management of fan’s homepage, delays the upsurge capacity. Three, to aim at the difference, increases the superiority or the atonement deficiency