隨著網路應用的普及化,人與人之間的關係與其溝通傳遞方式也隨之改變,網路使用者由單向接受資訊轉變為雙向訊息傳遞,尤以具互動性的社交網路服務為代表。本研究以社交網路服務Facebook為研究背景,旨在探討影響使用者採用態度與使用意圖之因素。研究架構以「科技接受模式」為基礎,增加「知覺娛樂性」、「相容性」、「可試用性」、「可觀察性」與「主觀規範」為新變數,提出適用於社交網路服務採用情境的理論模式。研究對象以社交網路服務實際使用者為主,透過線上問卷與紙本問卷調查法,共回收302份有效樣本進行量化統計分析。 研究結果顯示:(1)「知覺有用性」、「知覺易用性」、「知覺娛樂性」與「相容性」對社交網路服務Facebook的採用「態度」具有顯著影響;(2)「態度」與「主觀規範」對於社交網路服務Facebook的「使用意圖」具有顯著影響;(3)「知覺易用性」會正向影響「知覺有用性」。
With the popularization of internet application, the relationships and the ways of communication links between people have changed greatly. Internet users transform their role from one-way information receiver toward two-way communication, especially in the interactive social network service(SNS) environment. This paper was conducted to explore the factors that Facebook users’attitudes and behavior intensions base on Technology Acceptance Model(TAM), perceived playfulness, compatibility, trialability, observability and subjective norm. As a result, a theoretical model in Facebook adopting situations was proposed. A total of 302 responses were analyzed via SPSS. The results show the following: (1) Perceived usefulness, perceived ease of use, perceived playfulness and Compatibility have the positive influence on attitude of Facebook adoption. (2) Attitude and subjective norm have the influence on behavior intention of Facebook. (3) Perceived ease of use has the positive influence on perceived usefulness.