從感知與問題面探討社群網站再使用意願

台灣每日有千萬人使用Facebook，然而隨著科技的發展社群網站的競爭日益激烈，曾經高居使用者之冠的MySpace，目前使用者人數已居社群網站之末，因此如何讓使用者願意持續使用社群網站也成了各方關注的焦點。隨著社群網站的使用人數增加，社群網站所引發的問題也日益嚴重。本研究之目的在於從使用者感知和問題的角度探討影響使用者再使用社群網站的關鍵因素，除了能發現使用者在使用社群網站所產生的問題外，並能有助於社群網站的管理者及教育相關單位做為將來改善的參考。本研究採用問卷調查的方式，以中部某科技大學555位資訊學院學生為研究對象，並透過結構方程式進行資料分析。研究結果發現影響再使用意願最主要的關鍵因素為使用者之使用情形，而使用情形受到倦怠感、法律迷失感知、資安問題感知、隱私問題察覺的顯著影響；此外，本研究發現使用者在法律知識方面存在錯誤的看法，在資訊安全與隱私權的教育方面也必須再加強。

關鍵字

負面關鍵事件；社群網站；倦怠感；再使用意願

並列摘要

In Taiwan, there are ten million users usage Facebook everyday. As the development of technology, the competition of social network services is more and more serious.. In the past most people used Myspace but now the users are getting lesser and lesser. Therefore, how to let users continue using the social network service has become the focus of everyone. As the social network service users increase, the problems are augmented. The purpose of this research is to explore the key factors that affect users to continue using the websites. This results not only can help people find out the problems of the social network service, but also provide the improvement reference for managers of the websites and educational institutions. This study adopts the method of questionnaire survey. The research target is 555 undergraduates of majored computer information in the central part of Taiwan. The research adopts Structural Equation Modeling to analyze data. The results indicate that the most important critical factor of continuance intention is usage behavior. The effect factors of usage behavior include (1) fatigue (2) awareness of misconception in law (3) information security awareness (4) privacy awareness. Furthermore, this results show that users have misconception in law and need to enhance the instruction of the information security and privacy.