習慣對社群綱站持續使用之影響研究－以Facebook為例

The Role of Habit in Continue Usage of Social Network Sites: An example of Facebook

李淑美(Shwn-Meei Lee)；陳怡芳(Yi-Fang Chen)

資訊系統持續使用 ； 社群網站 ； 習慣 ； 群體規範 ； Information system continue usage ； Social network site ； Facebook ； Habit ； Group norm

修平學報

30期（2015 / 03 / 01）

63 - 89

繁體中文

本研究旨在探討習慣（Hab it）與使用者持續使用社群網站行為間的關條，以資訊科技持續使用模型結台習慣進行延伸研究。透過整理習慣、習慣的前置因子及持續使用的相關文獻，提出習慣對持續使用意圍之影響模式。由於本研究專注於社群網站背景，且過去習慣相關研究中並沒有提及群體規範為影響使用習慣的因子，因此本研究基於7社群網站的特性在習慣對持續使用意圍之影響模式中加入群體規範（GroupNonn）作為習慣前宣因子，並歸納出影響？社群網站使用習慣的影響因子，分別有：過去使用頻率（Frequency of Prior Behavior）、滿意度（Satisfaction）、群體規範。本研究對象為台灣地區的Facebook使用者，共回收了222份有效問卷，並使用LISREL及SmartPLS等進行相關的統計分析，結果顯示傾向支持本研究所提出之假說。本研究歸納出兩項研究發現：（1）「習慣」與「群體規範」對於「持續使用意圖」有正向顯著之影響；（2）「過去使用頻率」、「滿意度」、「群體規範」對「習慣」皆會有正向顯著之影響。最後，根據研究結果對學術及實務界提出相關建議。

This study aimed to investigate the role of habit in continues usage of social network sites. We combine habits and continued use of the information technology extension model, because habit is an abstract construct and is harder to master, we combine habit and it's antecedents and continue use and present a mode of habits on the impact of the continued intention to use mode. While past studies didn't concern group norm as usage factor, based on social network sites context, this study adds group norm as habit's antecedents and summarized the antecedents of social networking site habit factors were: frequency of prior behavior, satisfaction, and group norms. With user using Facebook in Taiwan as research subjects, data analysis is conducted via LISREL statistical analysis, with 222 valid questionnaires returned. This study concludes two main results, including: (1) Habit has positive effect on continue intension to use. (2) Frequency of prior behavior, satisfaction, and group norms has positive effect on habit. In the whole, implications were provided.

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