隨著網路應用的普及化,人與人之間的關係與其溝通傳遞方式也隨之改變,網路使用者由單向接受資訊轉變為雙向訊息傳遞,尤以具互動性的社交網路服務為代表。本研究以社交網路服務Facebook為研究對象,旨在探討影響使用者採用態度與使用意圖之因素。本研究架構以「科技接受模式」為基礎,採用問卷調查法,資料收集方式為網頁問卷調查,共回收719份有效樣本進行量化統計分析。研究結果顯示:(1)「人口統計變數」對「知覺有用」具有顯著影響;(2)「人口統計變數」對「知覺易用」具有部分顯著影響;(3)「知覺有用」與「知覺易用」對社交網路服務Facebook的採用「行為意圖」具有顯著影響;(4)「知覺易用性」會正向影響「知覺有用性」。最後,本研究根據研究結果提出實務建議與結論做為社交網站服務業者之參考。
With the popularization of internet application, the relationships and the ways of communication links between people have changed greatly. Internet users transform their role from one-way information receiver toward two-way communication, especially in the interactive Social Network Service (SNS) environment. This paper was conducted to explore the factors that Facebook users’ behavior intensions base on Technology Acceptance Model (TAM). This research applies the questionnaires to collect data, that distributed 719 valid samples were analyzed via SPSS. The results showed that: (1) Demographic variables have the positive influence on perceived usefulness of Facebook; (2) Demographic variables have the partly valid influence on perceived ease of use of Facebook; (3) Perceived usefulness and perceived ease of use has the positive influence on behavior intention of Facebook; and (4) Perceived ease of use has the positive influence on perceived usefulness. Finally, based on the results, this study proposed the conclusions and some suggestions for internet businesses to refer to.