臺灣博碩士論文加值系統

近年來由於社交網站(Social Network Sites, SNS)的崛起，此類平台在世界各地都有大量的使用者，而目前國內外最為知名且最普遍使用的facebook已成為許多人每天必定造訪且停留時間最長的網站。由於facebook的成功，各家業者紛紛推出各類型的SNS平台，因此如何留住使用者即持續使用意願便是業者所關心的議題。
以SNS的功能、特性看來，展現自我及分享所愛佔了極大的部分，若平台能夠讓使用者表達個人形象的功能越多，該平台個人頁面塑造出的形象與使用者本人的形象一致程度也就越高。因此自我一致性也就是個人形象及平台形象的一致程度對於平台的滿意度及持續意圖必然是重要的影響因素。渴望與產品績效比較後的一致程度為渴望一致性，也就是消費者主觀評估的產品績效是否符合消費者渴望的程度，許多文獻也證實渴望一致性對於滿意度的評估相較於期望不確認理論是更好的指標。因此本研究將結合渴望一致性衡量SNS平台的滿意度並以DeLone and McLean (2003)的資訊系統成功模型及Wang (2008)電子商務成功模型架構中的資訊品質、系統品質以及服務品質做為平台渴望的衡量標準，並納入真實自我一致性及理想自我一致性探討SNS平台的持續使用意圖。
本研究針對SNS平台的使用者進行問卷的調查，共收集385份有效問卷，並以結構方程模式(structural equation modeling)分析調查結果。研究結果顯示，真實與理想自我一致性會直接的影響使用者滿意度進而影響使用者持續使用的意願，而渴望一致性方面的部分，雖然資訊品質的渴望一致性對於SNS平台的滿意度沒有顯著的影響，但使用者對SNS系統品質與服務品質之渴望與使用SNS獲得績效的一致程度越高對於滿意度仍有正向的影響。本研究結果彌補過去文獻之不足，並提供SNS業者在留住使用者方面相關實務之依據。

With the rise of Social Network Sites (SNSs), more and more users start to use these sites. Facebook has become one of the most popular SNSs among the Internet users. Because of the success of Facebook, many companies start to develop SNS. For them, the critical concern is to increase users’s continued usage. SNSs allow users to express themselves and let them share with people their interests. The more functions that an SNS provides to help users express themselves, the higher the degree of congruence between the site’s image and users’s actual ones. Self congruence means congruent degree between the site's image and uses’s images. The congruence would affect users’s satisfaction after using the sites, resulting in whether they would continue use it or not. Desire congruence means the congruent degree between a product's performance and a user's desire. A number of prior studies also confirm that the desire congruence theory has a better performance on evaluating user satisfaction than that of the expectation disconformation theory.Therefore, desire congruence theory will be used for evaluating users’s satisfaction in this research. In addition to the theory of actual self congruence and ideal self congruence, the research model incldues three quality constructs adopted from DelLone and McLean(2003)’s Information System Success Model in order to to explain and predict users’s continued usage intention of online social network sites.
Research hypotheses proposed in this study were empirically validated based on survey data of 385 SNS users using the structural equation modeling technique. The results indicate that satisfaction is jointly determined by actual self congruence, ideal self congruence, desire congruence of system quality, and desire congruence of service quality. Continued usage intention is determined by satisfaction. The contributions of this study include not only the elimination of the theoretical gaps in prior studies, but it also insightful managerial implications for SNS service providers.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 3
第四節 研究流程 3
第二章 文獻探討 6
第一節 社交網站(SOCIAL NETWORK SITES) 6
2.1.1 社交網站之定義 6
2.1.2 SNS相關研究與發展狀況 7
第二節 自我概念與自我一致性 9
2.2.1自我概念 9
2.2.2自我概念之構面 9
2.2.3自我一致性 10
2.2.4自我一致性之應用 11
第三節 渴望 13
2.3.1期望不確認理論 13
第四節 資訊系統成功模型 20
2.4.1 DeLone ＆ McLean (1992) 資訊系統成功模型 20
2.4.2 DeLone ＆ McLean (2003) 修正的資訊系統成功模型 21
2.4.3 Wang(2008)電子商務成功模型 24
第五節 小結 26
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假說 29
3.2.1 真實自我一致性、理想自我一致性 29
3.2.2 渴望一致性與資訊系統三項品質構面 29
第三節 問卷設計 33
第四節 資料分析 40
3.4.1 前測 40
3.4.2 資料收集 46
第五節 資料分析方法 47
3.5.1 衡量模型 47
3.5.2 結構化模型 51
第四章 資料分析 54
第一節 敘述性統計分析 54
4.1.1基本資料敘述性統計分析 54
4.1.2 研究變項敘述統計分析 56
4.1.3 研究構面的同質性檢定 59
4.1.4 研究變項的常態性檢定 61
第二節 信度分析 65
第三節 相關分析 67
第四節 衡量模型 68
4.4.1 適配度分析 68
4.4.2 收斂效度分析 72
4.4.3 區別效度分析 74
第五節 結構模型 76
4.5.1 適配度分析 76
4.5.2 路徑分析與假說檢定 79
第六節 結構模型 83
第五章 結論與建議 84
第一節 研究發現與結論 84
第二節 研究貢獻 86
第三節 研究限制與未來研究方向 88
參考文獻 89
附錄一 前測問卷 96
附錄二 正式問卷 101

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