影響社群媒體持續使用意圖之研究:理性行為理論觀點

Tunghai University Institutional Repository > 管理學院 > 國際經營與貿易學系所 > 碩士論文 > Item 310901/25349

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/25349

Title:	影響社群媒體持續使用意圖之研究:理性行為理論觀點
Other Titles:	A Study on the Factors of the Continuance Intention for Social Media: Perspectives of Theory of Reasoned Action
Authors:	江欣茹 Chiang, Shin-Ju
Contributors:	吳立偉 Wu, Li-Wei 國際貿易學系
Keywords:	網路成癮;社會臨場感;從眾行為;心流;網路效應;持續使用意圖 Internet Addiction;Social Presence;Conformity;Flow;Network Effect;Continue Use Intention
Date:	2014
Issue Date:	2015-03-23T07:19:44Z (UTC)
Abstract:	網際網路的快速發展也促使社群媒體的興起，人們可以低成本使用網際網路尋找夥伴，打破地理的界線。因此，本研究主要探討促使成員持續使用社群媒體意圖之前因，研究網路效應、心流、從眾行為、社會臨場感判斷結果變數之影響。另外、網路成癮會影響成員對於社群媒體之使用意圖。本研究以社群媒體使用者為分析對象，共發放400份問卷，最後以375份有效問卷進行LISREL以驗證研究假設。實證發現:使用社群態度對持續使用意圖有顯著且正向關係，也就是說，當使用者對社群媒體的使用態度越好會使其續使用意願增加；其中網路效應、心流、從眾行為、將對其使用社群媒體態度產生顯著且正向關係，即當使用者所使用的社群媒體其支援廠商、服務或是產品其網路效應越高時、當使用者專注投入在使用社群媒體越多時、當使用者為要符合團體的期望並得到他人的喜歡和接納，使成為團體的一份子時，都將使使用者對社群媒體的態度越好。最後，研究結果也顯示網路成癮者對社群媒體的持續使用意圖亦具有正面顯著影響。然而，社會臨場感對其使用社群媒體態度呈現負向關係，有可能是因為社群媒體並未帶給使用者彼此真實存在的感覺，使用者沒有高感知到社會?場感，因此對於社群媒體採用態度產生不顯著影響。 The fast growing Internet has prompted the rise of social media. People can break the area boundaries by using Internet to find partners at a lower cost. This study explore factors that affect users in continue using social media. Such factors include network effect, flow, conformity, and social presence. The Internet addiction will also affect users’ continue use intention. Social media users are the subjects of this study. A total of 400 questionnaires were collected, with 375 of them being valid. Structural equation modeling is applied to analyze the data and test the hypothesis. Research results show that: The attitude of using social media has positive and significant effect on continue use intention, which suggest the better the users’ attitude of using social media the better their continue use intention will be. Also, network effect, flow, conformity have positive and significant effects on the attitude of using social media, which suggest that when the social media has better support manufacturers or service, and when the users are more focus on using it, and when the users want to meet the expectations for the group, and get the love and acceptance of others to become part of groups, will all makes the users’ attitude of using social media better. Last, Internet addiction has positive and significant effect on continue use intention. However, the results indicate the link between social presence and attitude of using social media have no significant effects. This might because the social media did not bring up enough social presence, so the users’ cannot feel the existence of each other. Therefore the result is not significant.
Appears in Collections:	[國際經營與貿易學系所] 碩士論文

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