- 學位論文
探討社群網站使用運動Apps之分享意願
Discovering Share Intention of Using Sports Apps in Social Networking Sites
摘要
隨著健康休閒逐漸被重視，智慧型手機也開發了許多運動塑身的行動應用程式(Mobile Applications, Apps)。特別的是，Apps結合時下最流行的社群概念，將運動塑身等資訊上傳並分享到社群網站上，使注重健康休閒的使用者對運動開始有了凝聚力，不斷地分享運動塑身相關的事物。然而，過往將社群網站的研究，大部份著重於知識的分享、分享者的個人特質及隱私權等做探討，對於透過社群網站以運動Apps來分享資訊的意願為卻未被探討。因此本研究主要以理性行為理論為主軸，加入分享態度、社群認同、主觀規範，做為中介變數，分析可信度、互惠以及娛樂價值對社群網站使用運動Apps分享意願的影響。本研究透過網路及紙本問卷，共收集423份樣本，進行結構方程式分析。結果發現社群網站使用運動Apps分享的可信度、互惠與娛樂價值皆正向影響分享態度及社群認同，而分享態度及主觀規範正向影響分享意願。本研究結果可作為運動Apps業者經營社群網站之參考依據。
並列摘要
Accordingly the health and the leisure are causing attention gradually in recent years, smart phones have developed many applications (Apps) for fitness. These apps are able to record your workout details, including duration, distance, pace, speed, elevation, calories burned and route traveled on an interactive map. The apps also come with a host of social elements such as sharing runs, achievements and allow users to share content via Twitter, Facebook and other social networks. This study integrated the concepts of credibility, reciprocity and enjoyment into the Theory of Reasoned Action to explain why do people use sports apps to share in social networks. This study has collected 423 valid paper and online questionnaires and the results were investigated by using the structural equation model (SEM). The results revealed that the credibility, reciprocity and enjoyment had a direct impact on community identification and share attitude. Furthermore, the effect of subjective norm was mediated by share attitude. The share attitude had effect on share intention. This study also provides practical ideas to social network organization and company for their understanding of the factors that promote the social media usage.