臉書使用者持續使用意圖之探討

A Study for Users' Continuance Usage Intention of Facebook

林妤軒(Yu-Hsuan Lin)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

本研究以臉書使用主要為研究對象，利用問卷調查統計分析，採用結構方程模式分析隱私認知、社交支持（情感支持、資訊支持）、關係品質（承諾、信任、滿意度）、持續使用意圖之相關性，從中瞭解其管理意涵與擬定對應的經營策略。
研究結果發現在臉書中：
1.使用者獲得的情感支持會正向影響使用者持續使用意願；
2.使用者獲得的資訊支持會正向影響與使用者與使用網站間的承諾、信任及滿意度；
3.使用者與使用網站間的信任與滿意度會正向影響使用者持續使用意願；
4.使用者考量到隱私認知，會影響使用者持續使用意願與使用網站之承諾的正面相關；
5.臉書使用者考量到隱私認知，會影響使用者持續使用意願與使用網站之滿意度的正面相關；
6.使用者考量到隱私認知時，會影響使用者持續使用意願與資訊支持的正面相關。

關鍵字

隱私認知 ； 社交支持 ； 關係品質 ； 持續使用意願

並列摘要

The aim of this research is to examine the relationship among the privacy concern, social support(emotional support, informational support), relationship quality(commitment, trust, satisfaction), and users’ continuance usage intention. This study uses a questionnaire and statistical analysis method. It employs the Structural Equation Modeling (SEM) method to analyze the influence of privacy concern, social support, relationship quality and users’ continuance usage intention.

The result of the study were as follows: (1) Facebook users get emotional support significantly positively affect users’ continuance usage intention; (2) Facebook users get informational support significantly positively affect commitment, trust and satisfaction between users and the Web site; (3) Trust and satisfaction between users and the Web site significantly positively affect users’ continuance usage intention; (4) Privacy concern of Facebook users significantly positively affect the relationship between users' trust toward the Web site and users’ continuance usage intention; (5) Privacy concern of Facebook users significantly positively affect the relationship between users' satisfaction toward the Web site and users’ continuance usage intention; (6) Privacy concern of Facebook users significantly positively affect the relationship between informational support got from users and users’ continuance usage intention.

並列關鍵字

Privacy concern ； Social support ； Relationship Quality ； Continuance intention

參考文獻

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