「社交網站」的出現,使得網路使用者能夠有效表現自我,並且與他人建立關係,進而達到互動交流之目的。同時,社交網站的使用已在全球掀起狂潮。Facebook為一新型態之社交網站,自成立以來即開始吸引全球大批網友申請使用,台灣地區使用者自2009下半年開始急速成長,使用人數與成長速度皆屢創新高,「第三方開發程式」功能的出現,更是使得社交遊戲進一步帶動台灣地區使用者的快速成長,因此對於Facebook社交網站整體使用者之使用後評價及行為等方面進行瞭解有其重要性。 研究之觀念架構依據學者Chea & Luo(2008)年應用「期望確認模式」至網路服務的研究,考量使用後行為──「推薦」與「抱怨」──之整合研究架構為基礎,輔以Webster & Martocchio(1992)提出之「娛樂性」構念,探討網路使用者於社交網站使用後之滿意及行為,以及瞭解社交網站服務若具有「娛樂性」,則可提高「顧客滿意」,促進使用者持續使用。 本研究使用問卷調查法,針對台灣地區社交網站Facebook使用者進行調查,使用結構方程模式進行分析,研究結果顯示:Facebook使用者的使用「確認」會正向影響「知覺有用性」、「娛樂性」、「正向情感」及「顧客滿意」,負向影響「負向情感」獲得支持。「顧客滿意」則受到「娛樂性」、「正向情感」之正向影響。「持續使用意圖」會受到「知覺有用性」及「顧客滿意」之正向影響,「推薦行為」會受到「正向情感」及「顧客滿意」之正向影響;然「知覺有用性」會正向影響「顧客滿意」、以及「抱怨」行為會受到「負向情感」之正向影響以及「顧客滿意」之負向影響等四項假說則未獲得支持。 研究結論主要發現為「娛樂性」為一社交網站使用背景中之使用者滿意之主要決定因子。本研究之結果可提供社交網站經營者擬定網站服務經營策略及瞭解使用者大量成長與瞭解使用者持續使用之原因,以促成未來社交網站商業模式之發展。
Social network sites and their services emerged and grew drastically in recent years. Social network sites not only enable users to effectively express themselves, but also allow users to communicate and interact with others, building sound and meaningful relationships. Facebook, because of the real-identity requirement when registering, is a new type of social network site and attract users from all over the world rapidly. Taiwanese users have started to grow fast since the second half of year 2009. The “Third-party Application” function built in Facebook, which allows users to play social games, attracted numerous Taiwanese users to join Facebook. To sum up, it is important to understand the evaluations and post-adoption behaviors of the users after they used the services provided by Facebook. To empirically investigate the interrelationships among expectation-confirmation, satisfaction, positive affect, negative affect, recommend, complaint, and playfulness, the Facebook users were chosen as the research subjects. The research was conducted through online surveys, which received 903 valid samples. Structural equation modeling was employed to analyze the relationships presented by the research framework. The result confirmed eleven out of fifteen proposed hypotheses, leaving four hypotheses unsupported. The conclusion revealed that the key determinant of users’ satisfaction was the playfulness, which leads to the suggestion that the service providers of the social network sites should consider playfulness as the main principle while designing and providing services. The research findings can serve as references for social network service providers to follow while planning the operating strategies and also let service providers know the reason of users’ continuance using behaviors. Other managerial implications and further research directions were also suggested.