智慧型手機已經擁有多元化的應用軟體,從通訊、購物、球賽比分、叫車等等,從社會人士到學生都已經普遍擁有智慧型手機,其中社群型應用程式更是主要下載程式之一。本研究即應用科技接受模式來探討社群型應用程式之知覺實用價值、知覺享樂價值、使用者滿意度、以及持續使用意圖之關係,研究以網路問卷方式進行調查,共回收200份有效問卷。研究結果發現結果分析出社群型應用程式之知覺價值(知覺實用價值與知覺享樂價值)對於知覺有用性與易用性有正向顯著之影響,知覺有用性與知覺易用性對於使用者滿意度有正向顯著之影響,使用者滿意度與持續使用意願有有正向顯著之影響,以及知覺有用性、知覺易用性與使用者滿意度具有中介效果,也就是當社群型應用程式提供使用者實用價值與享樂價值時,則可以因為讓使用者覺得好用與好易,而產生滿意感繼而持續使用該社群型應用程式。
There are many applications on smart phones, and the community based applications(apps) are the most downloaded ones . This study adopts the “technology acceptance model” to discuss the relationship within perceived value(perceived utilitarian value and perceived hedonic value), users’ satisfaction, and continuous usage intention when users download the community apps. The Internet questionnaires are collected, and 200 questionnaires are valid. The results show as followings. First, perceived value (perceived utilitarian value and perceived hedonic value) of community apps has a significant positive impact on perceived usefulness and ease of use. Second, the perceived usefulness and perceived ease of use have significant positive impacts on the users’ satisfaction. Third, the the users’ satisfaction has a significant positive influence on the continuous usage intention to community apps. Moreover, perceived usefulness, perceived ease of use,and users’ satisfaction have intermediary effects between perceived value and the continuous usage intention. That is, perceived usefulness, perceived ease of use,and users’ satisfaction can enhance the relationship between the perceived value((perceived utilitarian value and perceived hedonic value) and the usage intention of community apps.