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  • 學位論文

結合科技接受模式及社會資本理論探討即時通訊App之持續使用意圖

Explore the continuing intention to use instant messaging App : Technology Acceptance Model and Social capital theory

指導教授 : 皮世明
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摘要


近年來即時通訊App的蓬勃發展,成為使用者在智慧型手機上溝通的主要工具,且即時通訊App能有效降低溝通的成本,以及帶給使用者有別於過去不同的溝通效果;然而有鑒於即時通訊App帶來的一股風潮,本研究將探討影響使用者對即時通訊App的持續性使用,且過去有關即時通訊的研究中,對於即時通訊App的研究較少。因此,本研究為基於資訊系統持續使用模式結合科技接受模式及社會資本理論探討使用者持續使用即時通訊App的影響。本研究也欲了解使用者對即時通訊App功能的喜好程度、缺點以及納入知覺愉悅性來探討使用者在使用即時通訊App的有趣性。 本研究採用問卷調查法,研究對象為有使用即時通訊App『LINE』、『WhatsApp』與他人聯繫的用戶。在資料分析方法上,以結構方程式模式(Structural Equation Modeling,SEM)中的部分最小平方法(Partial Least Squares,PLS)作為分析方法,檢定各變數之間的路徑關係,找出對即時通訊App持續性 使用影響的變數。 本研究為提供即時通訊App廠商用戶的需求及功能改進,進而可以開發出更貼近用戶的下一代即時通訊App,以利用戶的持續使用及未來持續獲利,而研究結果發現LINE的持續使用意圖會受知覺愉悅性、知覺易用性、滿意度以及使用程度影響,而WhatsApp會受知覺愉悅性、滿意度以及使用程度影響。

並列摘要


Due to the rapid development of instant messaging App in recent years, it has become the main tool of smartphone communication for users. Additionally, instant messaging App can effectively reduce communication costs and give users communication effects different from the past. However, in view of the trend brought about by instant messaging App, this study explored users’ continuing use of instant messaging App. In addition, researches on instant messaging App in the past remain scarce. Therefore, the purpose of this study is based on Information System continuance model combined with Technology Acceptance Model and social capital theory to explore the effects of users’ continuing use of instant messaging App. The questionnaire survey method was adopted in this study. The participants include users that contact others through instant messaging App Line and WhatsApp. As for the data analysis method, the partial least squares in Structural Equation Modeling was adopted as the analysis method for examining the path relationships between each variable and find the variables contributing that affect the continuing use of instant messaging App. This research provides instant message App suppliers improvement for requirement and function that helps them develop the next-generation instant message App for users, so they can have profits in the future through continuous usage. The results show that the continuing use intention of LINE is affected by perceived playfulness and perceived ease of use. On the other hand, perceived playfulness and confirmation are affected by satisfaction, network equality is affected by participation. As to WhatsApp, it is affected by perceived playfulness, perceive usefulness and confirmation are affected by satisfaction, and network quality and social trust are affected by participation.

參考文獻


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被引用紀錄


房彥岑(2014)。行動即時通訊軟體持續使用意圖之研究-以LINE為例〔碩士論文,國立虎尾科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0028-2807201418252800

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