以服務科學觀點探討社群網站使用意圖之研究-以Facebook為例

近年隨著網路科技的遍佈，藉由網路提供的網路服務不僅多樣化，而且在商機上更是具有可觀的獲利價值。目前眾多的網路服務以虛擬社交網站最受到網路族群的喜愛，國內社群網站又以Facebook社群網路成長最為快速，故若以提升網站營收的觀點來端視，網站可以提供的何種服務品質，對於虛擬社交吸引使用者的參與是極為重要的，因此確認重要的服務要素，並且準確迅速地掌握虛擬社交網站使用者需求，即可成為社交網站經營者獲致成功的一項利器。過去企業對於服務的發展及研發，鮮少能透過成熟的操作模式與方法來進行。正由於服務發展在實務上一直是缺乏合適的操作模式、工具及方法論，因此「服務工程」這個新興領域的研究便應運而生。2004年IBM 提出「服務科學管理工程」，對於服務的開發與設計，不僅運用數據及流程將服務系統化，同時讓服務產生的過程更容易被理解以及調整，從此服務系統的設計、改善和量化不再是沒有方法。本研究主要的研究目的乃是以服務科學的觀點，探討使用者在使用社群網站所提供的服務之後，使用者的知覺感受與滿意度對於其使用社群網站的使用意圖是否會具有影響性。因此，本研究以Facebook社群網站使用者為研究對象，並且利用文獻探討分析建構出本研究之Facebook社群網站的使用意圖量表，最後從230份回收有效樣本中，再分別以信、效度分析、皮爾森相關係數分析、敘述性及迴歸分析等方法，對使用者使用社群網站所提供之服務，其在知覺感受、滿意度及使用意圖之間的相關性進行實證分析，以提供社群網站開發者作為經營社群網站之參考。本研究研究結果發現：(1) 娛樂性服務是社群網站服務類型中最具影響力的服務類型；(2) 網站介面設計的易用性在網站品質方面中最具影響力；(3) 實體性風險乃是減少使用者願意使用社群網站的主要因素；(4) 社群網站提供的服務及品質能有效吸引使用者使用社群網站，主要是以網站體驗的影響最深。

關鍵字

社群網路；服務科學；滿意度；使用意圖

並列摘要

In recent years, various network services have commercial interests and considerable monetary value for use. Social media such as Facebook are popularly among numerous of internet services. Therefore, the quality of service of a website is extremely important on the improvement of sales. In order to increase the revenue of website, the social networking site operators can take the view point of confirming the important elements of the service and accurately grasp the needs of the users for social networking sites. According to the survey for the development and research of services, few of mature modes of operation and methods to carry out the products of services were used in the past. Because of the service development in practice has been lack of a suitable mode of operation, tools and methodology, "service engineering”, an emerging area of research, has come into being. For the purpose of service development and design, IBM proposed Service Science Management Engineering in 2004. It not only can use numerals and procedures to generate a systematic way for producing services, but also allow the service process easier to understand and adjust. In the paper we use theoretical framework on the basis of "service science" to explore the intention of using services of social networking sites for the users. This study sent out questionnaire to investigate Facebook users. Exploratory factor analysis and Cronbach’s α analysis were used to develop using intention scale suitable for Facebook. Finally, from 230 effectively samples, conduct empirical analysis with reliable and validity analysis, Pearson’s correlation analysis, descriptive and regression analysis on the feeling of using the services provided by the social network, which indirectly affect the intention to use. And we hope the results can help the operators of social networking sites to improve the service quality of the site and strengthen their service innovation. The study finds out that: (1) entertainment services are the most influential services of social networking sites for users; (2) the usability of interface has a great impact on network quality of service; (3) physical risk is the main factor to reduce the user's intention for using the social network; (4) high quality service attract and retain social network users, and the network experience is a key factor in the use of network services.