隨著科技日新月異,網路使用者也會跟著時代潮流的變化而選擇使用不同的網路服務,而交友社群網站是網路使用者最常使用的網路服務。因此本研究想要了解影響交友社群網站使用的持續使用意願為何。Facebook是所有交友社群中網友使用時間最長的網站,因此本研究將以Facebook為主要研究的交友社群。本研究之研究對象為台灣地區的Facebook使用者,主要以問卷調查法為主。共收集有效樣本340份,分析工具主要是採用SPSS進行信、效度分析、相關分析及迴歸分析。本研究結果發現:(1)確認程度對知覺有用性及滿意度具有正向顯著之影響。(2)知覺有用性對滿意度及持續使用意圖具有正向顯著之影響。(3)滿意度對持續使用意圖具有正向顯著之影響。(4)參考群體在滿意度對持續使用意圖之間具有負向顯著的干擾影響。最後,依據研究結果提出討論意見及提供業者實務上的建議。
With rapid changes in technology, internet users choose different internet services in different periods. Social community website is the most frequently be used by internet users. This study explores the factors that may push users’ continuing use in social community website. Facebook is the most popular web in the social community web, hence this study focuses on the web by sampling 340 Facebook users in Taiwan. Data analysis is conducted via SPSS statistical analysis, including reliability, validity, Pearson correlation coefficient, and regression analysis. The findings of the study showed that: (1) expectation confirmation has a positive and significant effect on the extent of perceived usefulness and satisfaction; (2) perceived usefulness has a positive and significant effect on the extent of satisfaction and IS continuance intention; (3) satisfaction has a positive and significant effect on the extent of IS continuance intention, and (4) reference groups has a significant moderating effect on the influence of satisfaction on IS continuance. Finally, the results and implications for Facebook service providers are discussed.