题名

你今天Facebook了嗎？影響社群媒體持續使用意圖之探索

并列篇名

Do You Facebook Today? Towards Understanding the Factors of Continuance Intention for Social Media

作者

吳立偉(Li-Wei Wu)；王崇昱(Chung-Yu Wang)；江欣茹(Hsin-Ju Chiang)

关键词

心流 ； 態度 ； 從眾行為 ； 網路外部性 ； 網路成癮 ； 依賴 ； conformity ； network externality ； flow ； attitude ； Internet addiction ； dependence

期刊名称

東海管理評論

卷期/出版年月

16卷1期（2014 / 07 / 01）

页次

35 - 71

内容语文

繁體中文
中文摘要

鑑於社群媒體的巨幅成長，企業經營者莫不試圖與了解如何利用社群媒體來接觸數以百萬計且每天使用它的用戶。事實上，社群媒體不僅改變使用者與對方溝通的方式，也改變使用者在何處及該如何打發時間。因此，本研究目的在探討影響社群媒體使用者持續使用意圖的因素，據此建立研究架構連結從眾行為、網絡外部性、心流、態度，網絡成癮、依賴至持續使用意圖。本研究共回收345份問卷，其中，338份是有效問卷，並以結構方程模型分析資料和測試假設。研究結果顯示，從眾對網路外部性有正向影響效果，心流對態度有正向影響效果及網絡成癮對依賴有正向影響效果。緊接著，網絡外部性對態度和依賴有正向影響效果，而態度、網絡外部性及依賴對持續使用意圖有正向影響效果。
英文摘要

Given tremendous growth of social media, companies try and figure how to utilize social media to reach the millions of consumers who use it on a daily basis. Indeed, social media is changing how users communicate with each other and where and how they spend their time. Therefore, the purpose of this study is to explore the factors that affect continuance intention of users for social media. This study develops a framework linking conformity, network externality, flow, attitude, Internet addiction and dependence to continuance intention. A total of 345 questionnaires were collected, with 338 of them being valid. Structural equation modeling was applied to analyze the data and test the hypotheses. Based on the findings, conformity has a positive effect on network externality. Flow has a positive effect on attitude and Internet addiction has a positive effect on dependence. In turn, network externality has positive effects on attitude and dependence, while attitude, network externality, and dependence have positive effects on continuance intention.
主题分类 社會科學 > 管理學
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