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研究生:洪郁雯
研究生(外文):Hung, Yuwen
論文名稱:社交網站上應用程式使用對網站黏性之研究:以FACEBOOK為例
論文名稱(外文):The Effect of Usage of Social Networking Sites Applications on Sites Stickiness: Using Facebook As An Example
指導教授:許晉龍許晉龍引用關係
指導教授(外文):Hsu, Chinlung
口試委員:許晉龍林清同林娟娟
口試委員(外文):Hsu, ChinlungLin, ChingtungLin, Chuanchuan
口試日期:2011-06-09
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:106
中文關鍵詞:社會支持網站黏性認知價值應用程式FACEBOOK
外文關鍵詞:applicationsocial supportsite stickinessperceived valueFACEBOOK
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WEB2.0興起,FACEBOOK在短短數年間已成為社交網站龍頭,然而調查指出,有使用者因「覺得浪費時間」而放棄使用之。因此,如何提高使用者的黏性是重要課題,黏性是網站能吸引並留住使用者的能力,只要留住人潮,便能創造錢潮。而從創市際(2009)的數據發現,利用應用程式增加使用者對社交網站黏性為可行之策略。本研究以TAM模型為架構,從消費者行為觀點導入認知價值構面來取代認知有用性,作為探討社交網站上影響意圖的前置因子,並試圖以社會支持作為干擾變數,對社交網站進行調查,希望找出增強使用者網站黏性的因素為何,以提供應用程式開發者與社交網站管理者設計及決策依據。
研究結果顯示:(1) 認知價值和偏好會正向影響網站黏性;(2)認知價值和認知易用性會正向影響偏好;(3) 認知易用性會正向影響認知價值;(4)使用不同類型應用程式會影響網站黏性;(5)使用者的網站黏性會因社會支持程度高低而有所差異。
本研究發現提供實務參考如下:(1)管理者應掌握目標市場;(2) 增加應用程式的使用彈性;(3)應用程式提升使用者停駐率;(4)優質應用程式吸引錢潮

With the surging of WEB 2.0, site like facebook has become the top of SNS in just a few years. A survey has shown some users renounce using FACEBOOK because it wastes time. Therefore, to keep up the stickiness of its users is an important issue. Stickiness is the website’s ability to draw and retain online customers; only if you keep the crowds , you can create money flows. The data of Insightxplorer 2009 shown that it is a feasible strategy by using applications to increase users’ stickiness. This survey study of SNS used TAM by replacing PU with perceived value, an antecedent in affecting the intention. Social support is used as a moderator.The factors rendered are to be used as references for site management and developers.
The result shown: (1) Perceived value and preference have positive influence on site stickiness; (2) Perceived value and perceived ease of use have positive influence on preference; (3) Perceived ease of use has positive influence on perceived value; (4) Using different types of applications will affect website stickiness; (5) Social support has influences on site stickiness.
The findings of this study offer the following insights and suggestions:(1) Managers should grasp a target market; (2) Increase the flexibility of using applications; (3) Applications can increase the time which users stay for; (4) High-quality applications can attract the flow of money.

中文摘要 iii
英文摘要 iv
誌謝辭 v
內容目錄 vi
表目錄 viii
圖目錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的與動機 3
第三節 研究流程 5
第二章 文獻探討 7
第一節 社交網站 7
第二節 科技接受模式 19
第三節 認知價值 21
第四節 社會支持 24
第三章 研究模型與假設 27
第一節 研究模型 27
第二節 研究假設 28
第三節 操作型定義與衡量問項 32
第四章 研究方法 39
第一節 研究設計 39
第二節 資料分析工具與方法 42
第五章 研究結果與討論 44
第一節 基本資料說明 44
第二節 敘述性統計分析 50
第三節 測量研究模型之信度與效度檢定 51
第四節 結構模式分析 54
第五節 應用程式高、低社會支持的差異性分析 62
第六章 結論 75
第一節 研究結論與貢獻 75
第二節 研究限制與未來發展 81
參考文獻 83
附錄A 預試問卷內容 90
附錄B 正式問卷內容 99
一、中文部分
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王麗婷(2010),社交網站應用程式中產品置入型式與品牌知覺之關聯研究—以網路沈浸為中介變數,私立淡江大學國際貿易學系國際企業學碩士班碩士論文。
何俊隆(2010),運用網路社群進行口碑傳播接受程度之研究-以Facebook使用者為例,私立淡江大學國際貿易學系碩士論文。
卲茂坤(2008),線上遊戲知覺品質與參與動機對玩家使用意圖影響,南台科技大學高階主管企管碩士班碩士論文。
林香君,郭娉如,沈婉鈴(2006),大一新生情緒管理網路社群之研究(No. NSC93-2413-H009-002),行政院國家科學委員會專題研究計畫成果報告。
洪新原,梁定澎,張嘉銘(2005),科技接受模式之彙總研究,資訊管理學報,12(4),211-234。
張惠蓉,曾釔棖(2009),社交網站的跨文化分析比較:以台灣的無名小站與美國的My Space為例,電子商務學報,11(3),611-637。
郭怡君(2007),影響網路顧客價格容忍度因素之探討,國立東華大學企業管理學系碩士論文。
陳歷鋒(2000),網際網路拍賣機制之初探研究,國立臺灣大學商學研究所碩士論文。
游尚儒(2007),知覺價格、知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究-以花蓮地區觀光飯店為例,國立東華大學企業管理學系碩士論文。
蔡瑞宇(1996),顧客行為學,台北:天一圖書公司。
盧家怡(2010),社群網站使用動機與廣告記憶效果之研究-以台灣區Facebook使用者為例,國立中興大學應用經濟學系所碩士論文。
鍾友碩(2007),虛擬社群成員信任因素之研究-以交易型虛擬社群為例,私立靜宜大學企業管理學系碩士論文。
簡士超(2010),成年前期男性之寂寞因應行為研究-以Facebook使用者為例,私立世新大學公共關係暨廣告學研究所碩士論文。

二、英文部分
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Cronin, J. J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Re-tailing, 76(2), 193-218.
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Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
Deci, E. L., & Ryan, R. M. (1987). Accessibility and stability of pre-dictors in the theory of planned behaviour. Journal of Personal-ity and Social Psychology, 63(5), 754–765.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
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Fornell, C. (1981). Increasing the organizational influence of corpo-rate consumer affairs departments. Journal of Consumer Affairs, 15(2), 191–213.
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Heijden, H. v. d. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
House, J. S. (1981). Work stress and social support. MA :Addison-Wesley.
House, J. S., Umberson, D., & Landis, K. R. (1988). Structures and Processes of Social Support. Annual Review of Sociology, 14, 293-318.
Hsu, C.-L., & Lu, H.-P. (2007). Consumer behavior in online game communities: A motivational factor perspective. Computers in Human Behavior, 23(3), 1642-1659.
Hsu, C.-L., & Lu, H.-P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853-868.
Leung, L. (2003). Impacts of Net-generation attributes, seductive properties of the Internet, and gratifications-obtained on Internet use. Telematics and Informatics, 20(2), 107-129.
Leung, L. (2007). Relations among loneliness, social anxiety, and problematic internet use. CyberPsychology & Behavior, 10, 204-214.
Leung, L., & Lee, P. S. N. (2005). Multiple determinants of life qual-ity: the roles of Internet activities, use of new media, social support, and leisure activities. Telematics and Informatics, 22(3), 161-180.
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三、網站資料
CheckFacebook,http://www.checkfacebook.com/
comScore,2008,Social Networking Explodes Worldwide as Sites Increase their Focus on Cultural Relevance,http://www.comscore.com/Press_Events/Press_Releases/2008/08/Social_Networking_World_Wide
Hitwise,2009,Growth of Facebook leaves MySpace in dust,http://news.cnet.com/8301-31001_3-10374324-261.html
MBA智庫百科,感性營銷,http://wiki.mbalib.com/zh-tw/%E6%84%9F%E6%80%A7%E8%90%A5%E9%94%80
創市際,2009a,Facebook追過Google成台灣第三大網站,http://www.ithome.com.tw/itadm/article.php?c=57098
創市際,2009b,開心農場是最多台灣網友使用的Facebook應用程式,http://www.insightxplorer.com/news/news_09_17_09.html
創市際,2010,網路人口特性調查,http://www.insightxplorer.com/specialtopic/crossmedia_201012.html
達摩傳媒,2009a,FACEBOOK現隱憂,http://www.bloggerads.net/AdsPortal/BlogTell/30
達摩傳媒,2009b,FACEBOOK轉型流行文化不用就落伍啦,http://www.bloggerads.net/AdsPortal/BlogTell/8
資策會產業情報研究所,2009,網路娛樂以線上影音為消費主力 65%網友曾經使用社交網站,http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=214&type1=2
資策會,2011,58.1%台灣網友常玩線上與社交遊戲,http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=298948
遊戲基地-臉書基地,http://facebook.zone.gamebase.com.tw/zone/facebook/
維基百科,Facebook,http://zh.wikipedia.org/wiki/Facebook#.E7.B6.B2.E7.AB.99.E5.8A.9F.E8.83.BD

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