社群網站持續使用意圖之預測－以臉書為例

張雯玲

doi:10.6846/TKU.2014.00115

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社群網站持續使用意圖之預測－以臉書為例

Identifying Entrenched Users of Social Networking Sites: Empirical Study on Facebook

張雯玲 , Masters　　Advisor：陳怡妃　　

繁體中文 DOI： 10.6846/TKU.2014.00115

臉書；人格特質；社群網站使用行為；持續使用意圖；多元適應性雲形迴歸； Continued intention to use ； Facebook ； Multivariate adaptive regression splines ； Personality ； Social networking sites usage

Abstract │ Reference (78) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

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Recently, an increasing number of Facebook users hold opposing view on continuance usage of Facebook, probably because of privacy concerns, disclosing amount of personal information on the Internet and interpersonal intervention. Consequently, more and more people have decided not to retain their memberships or tend not to use Facebook. Such chained churn of customers may give rise to loss of myriad valuable information.
  This paper aims to construct a customer churn model of Facebook users for uncovering the crucial predictors of the intention to continued usage. Employing the high prediction efficacy of nonlinear, non-parametric, multivariate adaptive regression splines (MARS), this empirical study, base on a valid sample of 498 Facebook users surveyed through online and offline questionnaires, verifies that the motive of use is the most critical to the intention of membership continuance. Also the results reveal that relationships between Big five factors of personality, self-monitoring and an array of Facebook usage behaviors, which enable practitioners as observers without any interventions to identify a Facebook user’s personality for the sake of human resource management and marketing business.

Reference ( 78 ) 〈TOP〉

2.吳宗祐、鄭伯壎（2006）。難應付客戶頻次、知覺服務訓練效用兩者及情緒勞動與情緒耗竭之關係--「資源保存理論」的觀點。管理學報，23(5)，581-599。
連結：
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連結：
6.林志共、王靜（2013）。Facebook看不見的力量。新北市：人類智庫數位科技股份有限公司。
連結：
10.陳雪芳、李天行、邱志洲（2010）。結合財務比率、智慧資本與公司治理指標於企業危機預警模式之建構。Electronic Commerce Studies，8(3)，349-377。
連結：
14.顏怡音、韓千山（2012）。企業信用風險指標對智慧資本影響企業價值之干擾效果。東吳經濟商學學報，77， 53-90。
連結：

Times Cited (2) 〈TOP〉

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