臺灣博碩士論文加值系統

近年來，社群網站可以說是近年來網際網路上最廣為應用的服務之一，世界各地皆有各種不同品牌的社群網站如雨後春筍般地紛紛創立。台灣較廣為人知的熱門社群為：Facebook、Plurk、Live Space以及2011年第二季之後才正式對外公開營運的Google+。這些社群網站吸引了無數的使用者，融入並且影響了他們的生活。
一個社群網站是否成功，取決於其使用者是否持續使用，本研究將結合社會資本理論、科技接受模式、知覺樂趣、知覺隱私等因素探討影響社群網站使用者之持續使用行為。研究對象鎖定為全球最大社群網站－Facebook之使用者，並透過網路問卷進行分析。
　　本研究進行相關統計分析以及PLS驗證，結果顯示「信任度」、「緊密度」、「知覺樂趣」皆為顯著之正向影響「態度」。「共同規範」、「知覺隱私」對「態度」的影響則為不顯著，「態度」對於「持續使用意圖」之影響為正向且顯著。

In recent years, social network site is one of the most popular services on the internet. There are many brands of social network sites establishing in the world. Facebook, Plurk, Live Space, and Google+ are quite popular in Taiwan. These sites attract countless users, effect and integrate into their life.
A social network site is success or not depends on the users'' continuous usage.
This research was to investigate users'' continuous using behavior of social network sites with social capital theory, technology acceptance theory, perceived enjoyment, and perceived privacy.
Research object was focus on Facebook users, and investigated with online survey
This research did analyses with Smart PLS. The results showed that "Trust" , "Tite" , and "Perceived Enjoyment" positively and significantly effect "Attitude". "Shared Norms" and "Perceived Privacy" insignificantly affect "Attitude". "Attitude" and "Continuous Using Intention" have positive and significant effect.

摘要 .........i
目錄 .........viii
圖目錄 .........x
表目錄 .........xi
第一章　緒論 .........1
1.1　研究背景 .........1
1.2　研究目的 .........4
1.3　研究流程 .........6
第二章　文獻探討 .........7
2.1　社群網站（Social Network Sites） .........7
2.2　社會資本理論（Social Capital Theory） .........10
2.2.1　結構構面（Structural Dimension） .........11
2.2.2　認知構面（Cognitive Dimension） .........12
2.2.3　關係構面（Relational Dimension） .........14
2.3　科技接受模式（Technology Acceptance Model, TAM） .........15
2.3.1　理性行為理論（Theory of Reasoned Action, TRA） .........15
2.3.2　科技接受模式（Technology Acceptance Model, TAM） .........16
2.4　知覺樂趣（Perceived Enjoyment） .........18
2.5　知覺隱私（Perceived Privacy） .........19
第三章　研究方法 .........21
3.1　研究架構 .........21
3.2　研究假說 .........22
3.2.1　「緊密度」與「態度」 .........22
3.2.2　「共同規範」與「態度」 .........22
3.2.3　「信任度」與「態度」 .........23
3.2.4　「知覺樂趣」與「態度」 .........23
3.2.5　「知覺隱私」與「態度」 .........24
3.2.6　「態度」與「持續使用意圖」 .........24
3.3　變數定義與衡量 .........25
3.3.1　緊密度 .........25
3.3.2　共同規範 .........25
3.3.3　信任度 .........26
3.3.4　知覺樂趣 .........27
3.3.5　知覺隱私 .........27
3.3.6　態度 .........28
3.3.7　持續使用意圖 .........28
第四章 資料分析 .........29
4.1　研究前測分析 .........29
4.1.1　因素分析 .........29
4.1.2　信度分析 .........32
4.1.3　效度分析 .........32
4.2　研究正式分析 .........33
4.2.1　正式問卷之樣本特性描述 .........33
4.2.2　研究變項敘述性統計 .........37
4.2.3　信度分析 .........39
4.2.3　效度分析 .........40
4.3　研究模式與研究假說檢定 .........46
第五章　結論與建議 .........49
5.1　研究發現與結論 .........49
5.1.1　「緊密度」對「態度」有正向且顯著的影響 .........49
5.1.2　「共同規範」對「態度」無正向且顯著的影響 .........49
5.1.3　「信任度」對「態度」有正向且顯著的影響 .........50
5.1.4　「知覺樂趣」對「態度」有正向且顯著的影響 .........50
5.1.5　「知覺隱私」對「態度」無正向且顯著的影響 .........50
5.1.6　「態度」對「持續使用意圖」有正向且顯著的影響 .........51
5.2　研究貢獻 .........51
5.2.1　學術貢獻 .........51
5.2.1　實務貢獻 .........52
5.3　研究限制 .........53
5.3.1　問卷設計之偏差 .........53
5.3.2　樣本代表性之限制 .........53
5.4 　未來研究方向......... 53
5.4.1　社群網站之隱私洩漏 .........54
5.4.2 納入社會資本節構面之網路連結 .........54
5.4.3 探討不同群體之持續使用行為 .........54
參考文獻 .........55
附錄 .........59
Extended Abstract .........66
簡歷(CV) .........69

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