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  • 學位論文

社群網站使用的前置因素-以FACEBOOK為例

THE ANTECEDENTS OF USING SOCIAL NETWORKING SITES – TAKING FACEBOOK AS AN EXAMPLE

指導教授 : 林南宏
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摘要


網路的日漸普及讓人與人溝通的傳遞方式隨之改變,使用網路進行社交活動慢慢成為了一種趨勢,隨著網路功能的日新月異,出現了一種結合部落格、電子郵件和線上交談的進階網路平台-社群網站(Social Networking Sites),而現今最具代表性的社群網站即是大家耳熟能詳的Facebook。Facebook的使用人口在全球的快速成長,在美國已成為在存取量和廣告刊登方面最大的網站,而台灣曾經是全球Facebook 使用人數成長率最高的國家,了解到Facebook如何吸引使用者使用的前置因素勢必能讓網路社交服務供應商針對不同特性的使用者做出調整。由於Facebook在近幾年迅速興起,目前關於Facebook使用的前置因素方面的探討尚為缺乏,因此了解Facebook吸引使用者使用的前置因素在網路行銷上日趨重要。 本研究以科技接受模式(TAM)為理論基礎,加入社會影響特性、Facebook特性以及創新產品特性提出適用於社交網路服務採用情境的理論模式,並探討對於網路社交服務使用者的使用意圖和實際使用行為之影響層面為何。研究對象以國內已使用過Facebook的網路使用者為研究對象,透過線上問卷調查法,共回收201份有效樣本,使用SPSS18.0和AMOS18.0來做為統計分析工具,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。 研究結果顯示: (1) 創新產品特性對Facebook使用意圖具有正向顯著影響,創新產品特性是使用者決定採用Facebook的最主要因素,使用者會希望使用Facebook是容易上手且便利使用的,可以在既有的使用電腦能力下,輕易熟悉操作介面,不用再多花時間去學習,讓使用者能輕鬆上手,並且能從中得到許多創新的體驗;(2) Facebook使用意圖對Facebook實際使用行為有正向顯著影響,此研究結果和TAM理論一致,即當使用者有使用意圖時,則會進一步產生實際使用行為。因此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。

並列摘要


The use of the internet to conduct social activities has gradually became a kind of trend. As functions of the internet varies, an advanced internet platform combining blogs, emails, and online chats named Social Networking Sites has started to appear. The current most representative social networking site is the Facebook; understand how Facebook attracted the antecedents used by users, which are bound to let internet social service providers make adjustments for different characteristics users. Due that Facebook has rapidly risen in recent years, discussions of antecedent used by Facebook so far still has some shortage. Therefore, it was understood that the antecedent that attracted users to use Facebook has become gradually important in internet marketing. This research used TAM, the technology acceptance model, as the theory foundation. It increased its social influence, Facebook features and perceived attributes of innovations which provided the adoption of situational theoretic model suitable to social network service. Research results indicate: (1) Perceived attributes of innovations possessed a positive and significant influence towards the behavioral intention. Perceived attributes of innovations were the very main factors that users decided to acquire access to Facebook. Users hope that Facebook can easily let beginners get started, and is also convenient to use. They hope that they can easily familiarize with the interface with their current computer skills, and no longer need to spend time to learn anything new. Furthermore, users hope to get started easily and receive from Facebook many innovative experiences; (2) Behavioral intention showed a positive and significant influence towards actual behavior. The results of this research is consistent with the TAM theory. Even if users has intention, this would further produce actual behavior. Therefore, according to research results, this research also provided relevant discussions and practical suggestions of relevant social networking sites.

參考文獻


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