社交網站近年來在全球迅速竄紅，為了吸引更多的使用者，社交網站服務平台藉由提供各式各樣多元化的服務以吸引使用者的加入，然而，由於社交網站不斷推陳出新，且在人們追求新鮮娛樂感的情況下，如何吸引使用者繼續使用，甚而避免使用者轉換到其他的服務平台，對社交網站服務業者之長期經營將形成重大的影響。因此，本研究以PPM模型（Push-Pull Mooring Model）為基礎，提出一研究模型，分析影響社交網站使用者轉換意圖的各項因素，以進一步了解社交網站可能流失使用者之影響因子。本研究使用網路問卷收集樣本，共收回有效問卷348份，採用SmartPLS進行分析。研究結果顯示，拉力因素（替代社交網站吸引力）對轉換意圖有顯著的影響，推力因素（滿意度）對轉換意圖也有顯著的影響，在影響滿意度的前置因子中，娛樂性、信任及資訊超載對滿意度有顯著的影響。另一方面，在影響使用者轉換意圖的因素中，鎖定效應（轉換成本）是阻止使用者轉換至其他服務平台的重要因子，其對轉換意圖的影響為負顯著，顯示其為影響使用者轉換意圖的重要因素，此外，互動性、情感親密性對轉換成本亦有顯著之影響。最後，本研究根據研究發現提出實務建議做為社交網站服務業者之參考

致謝 I
中文摘要 II
英文摘要 III
目錄 IV
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
1.4 研究架構 5
2. 文獻探討 6
2.1 社交網站 6
2.2 推拉理論與PPM模型 11
2.3 社會資本概念 20
3. 研究方法 26
3.1 研究架構及假說 26
3.2 研究變數定義與衡量問項 30
3.3 研究問卷設計 40
3.4 資料收集與分析方法 42
4. 研究結果 43
4.1 樣本基本資料說明 43
4.2 敘述性統計分析 45
4.3 信效度分析 48
4.4 模型結果 54
5. 結論 57
5.1 研究結果之意涵與貢獻 57
5.2 研究限制 62
5.3 後續研究建議 63
參考文獻 64
附錄一 問卷 71
附錄二 問卷 75

中文部分
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2.江懿峰，「台灣部落格服務平台用戶轉換行為之研究」，國立台灣科技大學資訊管理學系，2009，台北。
3.張翊宏，「MMORPG 玩家遊戲轉換因素之研究—以人口遷徙 PPM 模型探討之」，東吳大學企業管理研究所，2006，台北。
4.黃經智，「虛擬社群之社會資本對資訊使用意願之影響」，中華管理評論，2004。


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