影響Instagram社群網站持續使用意圖之因素：整合科技接受模式及社會資本理論

Understanding the Intention to Continue Use an Instagram: Integrating the Technology Acceptance Model and Social Capital Theory

張國雄(Kuo-Hsiung Chang)；謝宜真(Yi-Chen Hsieh)；莊旻潔(Min-Chieh Chuang)

科技接受模式 ； 社會資本理論 ； 網站內容 ； 網站依附性 ； 持續使用意圖 ； Instagram ； Technology Acceptance Model ； Social Capital Theory ； Website Content ； Website Attachment ； Continuance Intention ； Instagram

東海管理評論

21卷1期（2019 / 07 / 01）

71 - 109

繁體中文

本研究整合科技接受模式及社會資本理論，探討影響Instagram社群網站「持續使用意圖」的因素。以年輕族群Instagram社群網站使用者為研究對象，透過網路方式發放問卷，取得561份的有效問卷，並以線性方程模式（SEM）進行資料分析。實證結果發現：「知覺有用性」、「知覺易用性」、及「網站依附性」對Instagram社群網站「持續使用意圖」具有正向顯著影響。且「網站內容」對「知覺有用性」及「知覺易用性」有正向顯著影響。「社會互動關係」及「共識價值」對於「網站依附性」有正向顯著影響。最後，本文對理論貢獻及管理意涵提出討論。

The purpose of this study is to examine the users' continuance intentions on Social Networking Sites (SNSs) such as Instagram by integrating the technology acceptance model and social capital theory. Data collected from a survey of 561 usable participants have been analyzed by structural equation modeling (SEM) approach. Results of this study show that perceived usefulness, perceived ease of use, and website attachment have a notable impact on continuance intentions. Website content has a significantly positive effect on perceived usefulness and perceived ease of use; social interaction and shared value have a significantly positive impact on website attachment. Finally, theoretical contributions and management implications will be discussed.

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