臺灣博碩士論文加值系統

社群網站(SNS)已經在全世界快速的普及，而隨著其重要性的提升，對於社群網站上的持續使用意圖探討也變成一項熱門的議題。社群網站的經營者必須與使用者之間保持良好的關係，以讓使用者持續使用他們的社群網站，而因為這種現象，我們論文的主題就是透過探討承諾及慣性的影響，而對於持續使用社群網站意圖上更多的了解。而本篇論文特別之處，我們以Meyer及Allen學者所提出的三元素承諾模型為基礎，發展出一個新的理論模型，去了解在社群網站情境下，影響規範性承諾、情感性及持續性承諾的因素。在經過資料來自臺灣社群網站使用者的實證調查後，結果顯示三種不同元素的承諾以及慣性對於社群網站持續意圖有顯著的影響，我們發現社群網站中的持續意圖可能不只受到合理行為的影響，同時也受到自動行為的影響，且習慣直接導致了這些自動行為的形成。

The Social network sites (SNS) has been rapid diffusion around the world. With the increasing importance of SNS, continuance intention also becomes a popular issue in the SNS context. SNS providers have to maintain better relationships with users and make individuals continue to use their sites. Based on this phenomenon, the objective of this study is to gain a better understanding of the continuance intention of SNS through examining the effects of commitments and inertia. Specifically, followed Meyer and Allen’s three-component model of commitment, we develop a theoretical model to understand the factors that influence normative, affective and continued commitment and investigate the effects of commitments on continuance intention in the SNS context. Through a survey-based empirical investigation that data from social network sites users in Taiwan, the results indicated that three different commitments and inertia had a significant influence on user continuance intention in SNS. Our findings imply that users’ continuance use of social network sites may arise not only from reasoned actions, but also from automatic behaviors, and habit directly leads to these automatic behaviors.

致謝 i
摘要 ii
Abstract iii
Contents iv
List of Tables vi
List of Figures vii
1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation and Purpose 1
1.3 Research Process 3
2. Literature Review 3
2.1 Social Network Site 3
2.2 Continuance Intention 5
2.3 Commitment 6
2.4 Three-Component Model of Commitment 8
2.4.1 Normative Commitment 9
2.4.2 Affective Commitment 10
2.4.3 Continuance Commitment 10
2.5 Inertia 12
2.6 Subjective Norm 12
2.7 Perceived Value 13
2.8 Switching Costs 14
2.9 Relational Capital 15
2.10 Habits 15
3. Research Model and Hypotheses 17
3.1 Normative Commitment, Affective Commitment and Continuance Commitment 18
3.2 Inertia 21
3.3 Subjective Norm 22
3.4 Perceived Value 23
3.5 Switching Cost 24
3.6 Rational Capital 24
3.7 Habit 26
4. Methodology 28
4.1 Measurement Development 28
4.2 Survey Administration 31
5. Data Analysis and Results 34
5.1 Measurement Model 35
5.2 Structural Model 40
6. Discussion and Implications 43
6.1 Theoretical Implications 43
6.2 Practical Implications 45
7. Limitation and Conclusions 46
Appendix A. 54

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