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

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三、網站資料
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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
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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
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