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研究生:劉泓妤
研究生(外文):Hung-Yu Liu
論文名稱:Facebook顧客體驗價值對使用者持續使用意向之研究
論文名稱(外文):An Empirical Study of User’s Experiential Value Impact User’s Continuous Intention in Facebook Context
指導教授:許麗玲許麗玲引用關係
指導教授(外文):Li-Ling Hsu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:企業電子化研究所
學門:商業及管理學門
學類:企業管理學類
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:150
中文關鍵詞:Facebook體驗價值持續使用意向社會資本
外文關鍵詞:FacebookExperiential ValueContinuance IntentionSocial Capital
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本研究主要目的在探討Facebook使用者持續使用之行為,從使用者顧客價值面的角度出發,探討使用者在使用Facebook的過程中所體驗到的價值對使用者使用資訊系統心理上因素(使用者態度)的影響,並進一步預測使用者滿意度與持續使用意向。此外,本研究整理過去資訊科技接受、資訊系統成功、社會資本與Facebook研究之相關文獻,歸納出「Facebook特性」作為影響體驗價值之外衍變項(Exogenous Variable)納入模型中,提出一套能夠適用於Facebook情境之理論模式。本研究之對象為台灣地區的Facebook使用者,使用期間超過3個月以上並且目前仍繼續使用之使用者為主,經由三階段有效問卷篩選,一共回收684份有效問卷,使用LISREL進行結構方程模式分析資料之結果,均傾向於支持本研究所提出之假說,本研究有以下發現:(1) Facebook之「網站特性」對使用者「體驗價值」有正向顯著的影響;(2) Facebook之「使用特性」對使用者「體驗價值」為部分正向顯著的影響;(3) Facebook之「品質特性」對使用者「體驗價值」有正向顯著的影響;(4) Facebook使用者在使用Facebook的過程中所體驗到的使用者「體驗價值」有正向顯著的影響;(5) Facebook使用者「社會資本」中「內聚式社會資本」對「Facebook使用者態度」為正向顯著影響,「跨接式社會資本」為反向顯著影響;(6) 「Facebook使用者態度」對「Facebook使用者滿意度」與「Facebook持續使用意向」有正向顯著的影響; (7) Facebook使用者滿意度」對「Facebook持續使用意向」無正向顯著的影響;最後,根據本研究之結果對Facebook服務供應商提出些許管理與營運上的建議。
In this study, a research is conducted on user’s continuing use in Facebook, and we fo-cus on user’s experiential value to discuss user’s psychology factors while using Face-book. For bringing out a theory of Facebook, we generalize characteristics of Facebook to be exogenous variable that influence experiential values through the literature review on the topic of information technology accept, information systems success and Face-book. Those users who continually use Facebook for more than 3 months in Taiwan are research subjects, data analysis is conducted via LISREL statistical analysis, with 684 valid questionnaires returned. This study concludes six main results with using Facebook system, including: 1.The interactivity of Web characteristics on Facebook have positive impact on the user’s experiential value. 2. The use characteristics of Facebook have insignificant impact on the perceived ease of use, but the perceived usefulness have positive impact on the use characteristics. 3. Quality of Facebook has positive impact on the user’s experiential value. 4. User''s experiential value has positive impact on user’s attitude of Facebook. 5. The user’s bridging social capital have insignificant impact on the user’s attitude of Facebook, but the bonding social capital have positive impact on the user’s attitude of Facebook. 6. User’s attitude of Facebook has positive impact on user’s satisfaction. 7. User’s attitude of Facebook and user’s satisfaction of Facebook has insignificant impact on user’s continuance intention. At last most of hypotheses were supported. Implications are also provided.
摘要 I
ABSTRACT II
目錄 III
表目錄 VI
圖目錄 VIII
壹、緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的與研究問題 4
1.4 研究範圍 5
1.5 研究流程與論文架構 6
貳、文獻探討 8
2.1 社群網絡(SOCIAL NETWORK SITES, SNSS) 8
2.1.1 社群網絡定義 8
2.1.2 社群網絡比較 8
2.2 FACEBOOK 11
2.2.1 Facebook之沿革 11
2.2.2 Facebook功能分類 11
2.2.3 Facebook相關研究 14
2.3 使用者體驗價值 14
2.3.1 顧客價值 14
2.3.2 顧客價值之效用觀點與經驗觀點 15
2.3.3 體驗價值分類 17
2.4 互動性與樂趣性 21
2.4.1 互動性 21
2.4.2 樂趣性 22
2.5科技接受模式 24
2.5.1 Facebook之使用特性 26
2.5.2 有用性 27
2.5.3 易用性 28
2.6資訊系統品質 28
2.6.1資訊系統成功模式 28
2.6.2 Facebook之資訊系統品質 30
2.6.3資訊品質 31
2.6.4系統品質 33
2.7社會資本 36
2.8使用者滿意度 37
2.9使用者態度 38
2.10持續使用意向 38
參、研究模型與方法 40
3.1 研究模型 40
3.2研究假說 42
3.2.1「網站特性」與使用者「體驗價值」之相關假說 42
3.2.2「使用特性」與使用者「體驗價值」之相關假說 43
3.2.3「品質特性」與使用者「體驗價值」之相關假說 44
3.2.4「社會資本」與「Facebook使用者態度」之相關假說 45
3.2.5使用者「體驗價值」與「Facebook使用者態度」之相關假說 46
3.2.6「Facebook使用者態度」與「Facebook使用者滿意度」之相關假說 47
3.2.7「Facebook使用者態度」與「Facebook持續使用意向」之相關假說 47
3.2.8「Facebook使用者滿意度」與「Facebook持續使用意向」之相關假說 48
3.3變數操作化與定義 50
3.3.1 網站特性 50
3.3.2 使用特性 51
3.3.3 品質特性 53
3.3.4社會資本 55
3.3.5體驗價值 57
3.3.6 Facebook使用者態度 61
3.3.7 Facebook使用者滿意度 62
3.3.8 Facebook持續使用意向 63
3.4 研究設計 64
3.4.1 研究樣本 64
3.4.2 資料蒐集程序 65
3.5 問卷設計 65
3.5.1 前測 67
3.5.2 試測 68
3.6 資料分析方法與工具 69
肆、資料分析與結果 71
4.1 敘述性統計分析 71
4.2 適配度指標定義 77
4.3 信效度分析 79
4.3.1體驗價值之測量模式分析 82
4.3.2 中介模式分析 86
4.3.3 結構模式分析 89
4.4 假說驗證結果 94
4.5 綜合分析 95
伍、結論與建議 96
5.1 研究結論 96
5.1.1 徑路分析結果 96
5.1.2 假說結論 97
5.2 研究之貢獻 100
5.3 實務上之建議 101
5.4 研究限制 102
5.5 未來研究建議 102
參考文獻 104
附錄一 潛在變項共變異矩陣 115
附錄二 社群網絡相關定義表 116
附錄三 FACEBOOK相關研究之期刊、論文 119
附錄四 近年使用科技接受模式(TAM)之研究 124
附錄五:本研究問卷 133
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