當網際網路出現「Web 2.0」的概念後,便迅速的襲捲了全球,社群網站具體化了Web 2.0的概念,透過提升使用者在社群網站的主控權,讓使用者可以自己決定訊息的發表內容、時間以及互動對象。隨著Facebook內容越來越豐富,使用者不斷的增加,停留的時間越來越長,個人帳號內的資料也越來越多,其衍生的商業利益自是不容小覷。究竟是什麼樣的魔力讓Facebook在幾乎沒有任何行銷的推廣下卻能快速的普及整個網路世界,並且擄獲使用者的心?究竟又有那些因素滿足了使用者的需求,讓Facebook的使用者不斷的增加,並且持續的使用呢?因此,本研究綜合科技接受模式及資訊系統接受後持續使用模式的主張,並引入知覺娛樂性,進而提出一個整合性的模式。藉此,來探討影響網路使用者持續使用Facebook之相關因素的因果關係。 本研究以國內已使用過Facebook的網路使用者為研究對象,使用SPSS 18.0和AMOS 18.0來作為統計分析工具,進行驗證性因素分析,來檢驗研究模型的信度和效度,並透過結構方程模式進行假設的檢驗。 實證結果發現:(1)資訊品質、互動性對知覺有用性有顯著的影響,操作熟悉度對知覺易用性有顯著的影響,知覺吸引力、有趣性對知覺娛樂性有顯著影響。(2)知覺有用性、知覺易用性、知覺娛樂性對使用態度都有顯著影響。(3)知覺有用性、使用態度都對使用者滿意度有顯著影響。(4)只有使用態度對持續使用意圖有顯著的影響,使用者滿意度和知覺有用性則沒有顯著影響。而本研究也根據研究結果提出相關討論,並提供相關社群網站實務上的建議。
When the concept “Web 2.0” has becomes from the Internet, and spread all the worth quality, Facebook concretization concept of Web2.0, enhance the user’s control power through the Facebook, let the user can decide the contents, time and interaction by themselves. As the consents in Facebook has become more plentiful, user continued increasing and using time has become longer, the information in personal account has also become larger. And it derivative benefit cannot underestimate. How’s the magic can spread all the world without any marketing promotion, and catch the user’s heart. And what else factors can satisfied the user’s need, let the user in Facebook to continue increasing, and keep using? So this research combine the suggest of TAM and Post-Acceptance Model of IS Continuance, and add the perceived playfulness, provide a integration model. By this to discuss the relationship of factors of affect the Internet user to keep using Facebook. This research has been used the Facebook user from Internet to research subject and use the SPSS 18 and Amos 18.0 for the statistical analysis tools and proceed CFA, to examine the reliability and validity of research model, and use the SEM to proceed hypothesis examine. The empirical result discovered that (1) Information quality, interaction have positive effect on perceived usefulness, task familiarity have positive effect on perceived ease of use; perceived attractiveness, enjoyment have positive effect on perceived playfulness. (2) Perceived usefulness, perceived ease of use and perceived playfulness have positive effect on adoption attitude. (3) Perceived usefulness, adoption attitude have positive effect on user satisfaction. (4) Only adoption attitude has positive effect on continue intention. And this research also proposes the discussion according the research result, and provides the opinions from Facebook.