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研究生:李居穎
研究生(外文):Ju-Ying Li
論文名稱:以科技接受模式探討社交網站對使用者之影響-以Facebook為例
論文名稱(外文):The influence of Social Networking Site on user based on TAM -An example of facebook
指導教授:莊立文 博士陳志忠 博士
指導教授(外文):Li-Wen Chuang, Ph.D.Chih-Chung Chen, Ph.D.
口試委員:陳志忠 博士莊立文 博士李明興 博士
口試委員(外文):Chih-Chung Chen, Ph.D.Li-Wen Chuang, Ph.D.Ming-Shing Lee, Ph.D.
口試日期:2012-06-14
學位類別:碩士
校院名稱:真理大學
系所名稱:資訊應用學系碩士班
學門:電算機學門
學類:電算機應用學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:81
中文關鍵詞:科技接受模式Facebook社交網站系統品質主觀規範
外文關鍵詞:TAMFacebookSocial networking sitesSystem qualitySubjective norms
相關次數:
  • 被引用被引用:6
  • 點閱點閱:303
  • 評分評分:
  • 下載下載:16
  • 收藏至我的研究室書目清單書目收藏:2
摘要
即時通訊、線上遊戲、社交網站以及社群是目前網路交友最常使用的管道,而使用的動機通常為找尋聊天和相同興趣的對象。網路社群成長速度最為驚人的一個網路社群就是Facebook,社交網站為何讓大眾感到如次受用,科技接受模式(Technology Acceptance Model, TAM)在許多研究中已成功探討使用者對不同類型資訊系統的接受程度,亦受到廣泛的驗證 (Segars & Grover, 1993; Szajna, 1994)等。
本研究以Facebook是網路科技的社交網站又是朋友之間用來交流互動的角度,把會影響使用網路資訊系統觀感與評價的系統品質,與因為身邊的人事物或大眾的影響下,會影響並可能改變其態度行為的主觀規範納入TAM的架構裡來做研究。探討以科技接受模式探討社交網站對使用者之影響-以Facebook為例,並透過問卷調查方式來收集樣本,共獲得271份有效樣本,結果發現:「系統品質」以及「主觀規範」都可以跟TAM做結合,並與TAM的構面呈現正向影響的關係。經分析結果對相關與後續研究做為參考。
關鍵字:TAM、Facebook、社交網站、系統品質、主觀規範

Abstract
Instant messaging, online games, social networking sites and community network dating the most commonly used channel, and the motivation is usually to look for the chat and the same object of interest. Internet community growth rate is one of the most amazing online communities that are Facebook. Why social networking sites so that the public feel that the following issues are good enough? Technology Acceptance Model (TAM) has been successfully in many studies to investigate the acceptability of the users of different types of information systems are also subject to extensive validation. (Segars & Grover, 1993; Szajna, 1994)

In this study, we add to the system quality and subjective norms. Explore the impact of social networking site for users based on TAM. And through a questionnaire survey to collect samples, a total of 271 valid samples. The results showed that: "System quality" and "subjective norm" showing a positive effect on the relationship between TAM dimensions. These findings provide some suggestions for future related study.


Keywords: TAM, Facebook, Social networking sites, System quality, Subjective norms

目錄
致謝 III
摘要 IV
Abstract V
目錄 VI
圖目錄 VIII
表目錄 IX
第一章 緒論 1
第一節 研究背景和動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 Facebook 6
第二節 理性行為模式 12
第三節 計劃行為理論 16
第四節 科技接受模式 19
第五節 系統品質 24
第六節 主觀規範 28
第七節 假設推論 32

第三章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 研究樣本與問卷設計 39
第四節 操作型定義 40
第五節 資料分析方法 41
第四章 資料結果與分析 43
第一節 敘述性統計 43
第二節 信度分析 45
第三節 相關分析 46
第四節 迴歸分析 47
第五節 單因子變異數分析 51
第五章 研究結果與限制 64
第一節 研究結果 64
第二節 研究限制與建議 70
參考文獻 72
附錄 80


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