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  • 學位論文

以科技接受模式探討臉書直播持續使用意圖

Exploring the Continuous Use Intention of Facebook Live by Technology Acceptance Model

指導教授 : 陳筠昀

摘要


隨著資訊科技的進步以及 4G 網際網路的普及化,行動裝置的盛行,使得現在社會中從老到小無不人手一機。近年來由於直播的盛行, 臉書直播已成為許多人最常用的直播平台。然而在過去對此臉書直播的持續使用意圖的研究甚少,多聚焦於串流服務等網路技術相關研究或遊戲直播平台的沉迷度,因此本研究以科技接受模式為基礎,探討「依賴性」、「娛樂性」與「便利性」等外部變數對使用者知覺有用性、知覺易用性、滿意度及持續使用意圖之影響。本研究以曾經觀看或使用過臉書直播者作為研究對象,並透過問卷調查法進行資料收集,總共回收 205 份有效問卷,並採用SPSS 統計軟體進行資料分析,驗證本研究之構面假設,而研究結果指出「依賴性」、「娛樂性」與「便利性」對知覺有用性及知覺易用性均有顯著的正向影響,而使用者滿意度對持續使用意圖也有正向影響,最後提出研究重要發現及建議事項,冀望本研究能對相關的領域做出實質的貢獻。

並列摘要


With the advancement of information technology and the popularity of 4G internet, the prevalence of mobile devices has made it possible for everyone in the society to have a mobile phone from the elderly to the children. In recent years, due to the popularity of live broadcast, Facebook live has become the most popular live broadcast platform for many people. However, there has been little research on the continuous use intention of Facebook live in the past. Most of them focus on network technology related research such as streaming services or the indulging degree of game live broadcast platform. Therefore, this study is based on the technology acceptance model to explore the impact of external variables such as dependency, entertainment, and “convenience on perceived usefulness, perceived ease of use, satisfaction, and continuous use intention. In this study, the object is based on those who have watched or used Facebook live and data collection was conducted through questionnaire survey. A total of 205 valid questionnaires were collected and SPSS statistical software was used to analyze the hypothesis of the study. The results of the study indicate that dependency, entertainment, and convenience have a significant positive impact on perceived usefulness and perceived ease of use, while user satisfaction has a positive impact on the continuous use intention. Finally, this study proposed the important findings and recommendations and it is expected that this study can make substantial contributions to relevant fields.

參考文獻


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