社群媒體訊息轉傳意圖影響因素之探討－科技接受模式的理論觀點

Discussion on the Influencing Factors of Social Media Information Forwarding Intentions: Theoretical Viewpoint of Technology Acceptance Model

石松衢(Sung-Chiu Shih)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2021年)

摘要

本研究以科技接受模式為基礎，針對使用者關於社群媒體訊息轉傳意圖的各個相關構面，包含認知有用性、認知易用性、認知好感度、認知有利性、認知慣性制約、使用者的轉傳態度及轉傳意圖進行探討。本研究採用便利抽樣法以網路問卷方式進行調查，回收樣本529份，扣除填答內容一致及無效問卷共25份後，有效樣本504份，有效樣本率95.27%，再經由信度、效度與因素分析、相關分析及迴歸分析驗證研究假說。
實證結果指出，使用者關於社群媒體訊息轉傳：
一、認知易用性對認知有用性具有正向顯著之影響。
二、認知有用性對使用者的轉傳態度或轉傳意圖具有正向顯著之影響。
三、認知易用性對使用者的轉傳態度具有正向顯著之影響。
四、認知好感度對使用者的轉傳態度具有正向顯著之影響。
五、認知有利性對使用者的轉傳態度具有正向顯著之影響。
六、認知慣性制約對使用者的轉傳態度或轉傳意圖具有正向顯著之影響。
七、使用者的轉傳態度對轉傳意圖具有正向顯著之影響。
本研究實證結果支持了多位學者的理論觀點，也為如何規劃設計社群媒體訊息以提昇網路行銷成效提供了相當程度的貢獻。

關鍵字

社群媒體 ； 轉傳意圖 ； 科技接受模式

並列摘要

The research is based on the theory of technology acceptance model to discuss the users’ attitude and intention of message forwarding and focuses on the aspects relevant to the users’ intentions of social media message forwarding, including perceived usefulness, perceived ease of use, perceived favorability, perceived advantage, perceived habitual constraint. The research uses convenience sampling method to conduct surveys from internet questionnaires. 529 samples were collected. After deducting a total of 25 questionnaires with consistent and invalid responses, there are 504 valid samples with an effective sample rate of 95.27%. Reliability, validity, factor analysis, correlation analysis and regression analysis are used to verify the research hypothesis.
The results point out that user’s social media message forwarding:
I.“Perceived ease of use” has a significant positive impact on “perceived usefulness”.
II.“Perceived usefulness” has a significant positive impact on “user’s forwarding attitude” and “forwarding intention”.
III.“Perceived ease of use” has a significant positive impact on “user’s forwarding attitude”.
IV.“Perceived favorability” has a significant positive impact on “user’s forwarding attitude”.
V.“Perceived advantage” has a significant positive impact on “user’s forwarding attitude”.
VI.“Perceived habitual constraint” has a significant positive impact on “user’s forwarding attitude” and “forwarding intention”.
VII.“User’s forwarding attitude” has a significant positive impact on “forwarding intention”
The empirical results of this research support the theoretical views of many scholars and provide a considerable contribution to how to plan and design social media messages to improve the effectiveness of online marketing.

並列關鍵字

Social Media ； Forwarding Intention ； Technology Acceptance Model Theory

參考文獻

洪新原、梁定澎、張嘉銘 (2005)。科技接受模式之彙總研究。資訊管理學報，12(4)，211-234。

Davis, F. D. (1993). User Acceptance of Information Technology: System Characteristics, User Perceptions, and Behavioral Impacts. International Journal of Man Machine Studies, 38(3), 475-487.

一、中文參考文獻

內田廣由紀 (2008)。好感度版面設計法則。臺北市：尖端出版。

王宜敏 (2000)。影響資訊人員知識分享行為之因素-以社會交換理論為基礎來探討(未出版之碩士論文)。國立中山大學。高雄市。