探討社群網站使用者行為之研究：以社會資本理論為基礎

Investigating User Behavior in Social Network Sites：Based on Social Capital Theory

王正杰(Cheng-Chieh Wang)

指導教授 ： 吳純慧

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2012年)

摘要

近年來，社群網站可以說是近年來網際網路上最廣為應用的服務之一，世界各地皆有各種不同品牌的社群網站如雨後春筍般地紛紛創立。台灣較廣為人知的熱門社群為：Facebook、Plurk、Live Space以及2011年第二季之後才正式對外公開營運的Google+。這些社群網站吸引了無數的使用者，融入並且影響了他們的生活。
一個社群網站是否成功，取決於其使用者是否持續使用，本研究將結合社會資本理論、科技接受模式、知覺樂趣、知覺隱私等因素探討影響社群網站使用者之持續使用行為。研究對象鎖定為全球最大社群網站－Facebook之使用者，並透過網路問卷進行分析。
　　本研究進行相關統計分析以及PLS驗證，結果顯示「信任度」、「緊密度」、「知覺樂趣」皆為顯著之正向影響「態度」。「共同規範」、「知覺隱私」對「態度」的影響則為不顯著，「態度」對於「持續使用意圖」之影響為正向且顯著。

關鍵字

社群網站 ； 社會資本 ； 科技接受模式 ； 知覺隱私 ； 知覺樂趣 ； 資訊系統持續使用

並列摘要

In recent years, social network site is one of the most popular services on the internet. There are many brands of social network sites establishing in the world. Facebook, Plurk, Live Space, and Google+ are quite popular in Taiwan. These sites attract countless users, effect and integrate into their life.
A social network site is success or not depends on the users' continuous usage.
This research was to investigate users' continuous using behavior of social network sites with social capital theory, technology acceptance theory, perceived enjoyment, and perceived privacy.
Research object was focus on Facebook users, and investigated with online survey
This research did analyses with Smart PLS. The results showed that "Trust" , "Tite" , and "Perceived Enjoyment" positively and significantly effect "Attitude". "Shared Norms" and "Perceived Privacy" insignificantly affect "Attitude". "Attitude" and "Continuous Using Intention" have positive and significant effect.

並列關鍵字

TAM ； Social Capital ； Facebook ； Perceived Enjoyment ； Perceived Privacy

參考文獻

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