陽岱鋼粉絲專頁使用行為模式之實證研究

The Research of Behavioral Model on Fans of Dai-Kang Yang

蔡慧貞(Hui-Chen Tsai) ； 徐茂洲(Mao-Chou Hsu)

《運動教練科學》 43期 (2016/09) Pp. 47-66

https://doi.org/10.6194/SCS.2016.43.06

摘要

目的：本研究以科技接受模式為理論基礎，應用結構方程模式驗證陽岱鋼選手臉書粉絲專頁使用行為模式，並探討陽岱鋼選手臉書粉絲專頁使用行為模式中變項間的因果關係。方法：本研究於2015 年2 月10 日至4 月10 日期間於優仕網網站放置網路問卷，並以便利取樣方式針對使用陽岱鋼Facebook 粉絲專頁者，取樣300 名網友進行網路問卷調查，有效回收率為100%，再以SPSS for Windows 12.0 與Amos 20.0 進行資料分析。結果：陽岱鋼選手臉書粉絲專頁使用者之「知覺易用性對知覺有用性」、「知覺有用性對使用態度」及「使用態度對行為意向」均達顯著影響。結論：因此根據研究結果提出以下建議：一、隨時更新陽岱鋼粉絲專頁之各項訊息。二、對於陽岱鋼選手的各項賽事做即時且完整的實況轉播。三、配合節慶活動推出紀念商品。

關鍵字

結構方程模式 ； 驗證式因素分析 ； 共變異數矩陣

並列摘要

Purpose: On the basis of technology acceptance model (TAM), the research adapted the structural equation modeling (SEM) and aimed at observing the user behaviors on the Facebook page of Dai-Kang Yang, a famous baseball player, then analyzing the causal relationship between each variable of these user behaviors. Methods: The internet questionnaire was put on the website of Youth want during the period of 10 February April to 30 April in 2015. The research subjects are the online users visiting Dai-Kang Yang's Facebook page. Through the Youthwhat website, the research adapted convenience sampling method to perform the online questionnaires. 300 formal questionnaires were issued and the valid return rate was 100%. All collected data were processed and analyzed by the two statistic software, SPSS 12.0 and Amos 20.0. Results: The research results were that there were significant impacts in all of the three dimensions, perceived easy of use to perceived usefulness, perceived usefulness to attitude of usage, and attitude of usage to behavior intention, for the users of Yang's Facebook page. Conclusions: According to these findings, the research proposed the following recommendations: (1) Updating each information of Yang's Facebook page at any time; (2) By means of conducting the on-time and unbroken direct broadcast of Yang's games; (3) Through promoting remembrances consisted with festival activities.

並列關鍵字

structural equation modeling ； confirmatory factor analysis ； covariance matrix

參考文獻

楊碧霞、蘇俊雄(2013)。休閒運動的健康價值。萬能商學學報。18，37-42。

Lai, Y. H.(2012).The study of technology acceptance of ETC on freeway users.Yu Da Academic Journal.32,51-64.

梁直青、黃育文(2013)。上班族社群工具使用意圖之轉變—以MSN Messenger 與Facebook 為例。文大商管學報。18(2)，79-106。

吳玫瑩、林怡君(2011)。臺灣的大學院校師生對Library 2.0 網站的使用意圖及使用行為之探討。圖書資訊學研究。6(1)，139-180。

吳智鴻、蔡依錞(2014)。以科技接受模式來探討社群網站Facebook 的使用意圖。國立臺灣科技大學人文社會學報。10(1)，29-44。