影響消費者使用交友網站因素之探討

近年來網路的盛行，交友網站成為發展人際關係的重要管道，使用者能夠透過搜尋配對功能，挑選理想的對象，並由對方個人資料頁面做初步的認識，對於感興趣的成員，藉著訊息傳遞與互動，促進雙方關係的發展。由於交友網站使用者的動機與目的不同，且網站男女比例分配不均，因此了解其需求以及強化使用時的價值感受，已成為交友網站服務業者的首要工作。本研究主要探討使用者對於交友網站的影響因素及持續使用與付費情形，並以性別作為調節，觀察男女差異情況。　　本研究採用問卷調查法，共蒐集到410份有效問卷，並以結構方程模式中最小平方法來驗證研究模式中各變數間的因果關係，結果發現增加使用者於交友網站中娛樂、認識新朋友、社會支持、愛情、好奇心、孤獨感等因素或減少知覺費用、個人安全、辨識身份等顧慮能強化使用者的價值感受，而男女存在顯著的差異，另外價值進而影響滿意度、持續使用與付費意願。其本研究結果能作為學術及實務面的參考與建議。

關鍵字

滿意度；性別差異；知覺價值；交友網站

並列摘要

Due to the prevalence of Internet service in recent years, online dating sites become mainstream among the social tools on develop interpersonal relationships. Users through seraching and matching functionality,specify exactly characteristics they are looking for, and got preliminary understanding on personal profile. If interesting, users can send private message strengthen the personal relationships. Users have differenet motivation and goals, in addition to online dating sites gender proportion unbalanced. Therefore, the principal assignment of online dating provider is to focus on what consumers really need, and increase the perceived value of online dating service. The purpose of this study is Investigate the effects of consumer use factors on online dating sites, and the intention of pay or continued use. On the other hand our study comparing the relationship between gender difference on factors. 　　Data for the study were collected from 410 valid internet questionnaires. This research analyzed by structural equation modeling with Partical Least Squares (PLS) approach to validate the hypotheses. The results show that users can strengthen perceived value by increasing Entertainment, Meeting new people, Social support, Love, Curiosity and Loneliness or lower Perceived fee, Personal Security and Recognition when using online dating sites, in addition to male/female types have significant difference in more factors. In addition, Perceived value has significant effect Satisfaction, Intention to pay and Continuance intention. The results of this study provide references and suggestions on academic and practical area.

並列關鍵字

Satisfaction ； Gender Difference ； Perceived Value ； Online Dating Sites

參考文獻

Aaron, S., & Maeve, D. (2013). Online Dating & Relationships. Pew Internet and American Life Project. 上網日期：2014年1月8日。檢自：http://www.pewinternet.org/2013/10/21/online-dating-relationships/

Amichai-Hamburger, Y., Wainapel, G., & Fox, S. (2002). " On the Internet No One Knows I'm an Introvert": Extroversion, Neuroticism, and Internet Interaction. CyberPsychology & Behavior, 5(2), 125-128.

Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.

Ando, R., & Sakamoto, A. (2008). The effect of cyber-friends on loneliness and social anxiety: Differences between high and low self-evaluated physical attractiveness groups. Computers in Human Behavior, 24(3), 993-1009. doi: 10.1016/j.chb.2007.03.003

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 644-656.

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影響消費者使用交友網站因素之探討

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