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研究生:朱育慧
研究生(外文):Yu-Hui Chu
論文名稱:Facebook和Google Plus在社群網站持續使用因素之探討─以台灣抽樣案例為例
論文名稱(外文):An Empirical Study of Continuance Intention for Facebook and Google Plus
指導教授:羅淑娟羅淑娟引用關係
指導教授(外文):Shu-Chuan Lo
口試委員:葉怡成王貞淑
口試委員(外文):Yi-Cheng YehChen-shu Wang
口試日期:2012-06-07
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:工業工程與管理系碩士班
學門:工程學門
學類:工業工程學類
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:71
中文關鍵詞:社群網站FacebookGoogle Plus持續使用意向
外文關鍵詞:Social NetworkFacebookGoogle PlusContinuance Intention
相關次數:
  • 被引用被引用:6
  • 點閱點閱:467
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
台灣網路使用者對於社群網站的依賴性越來越高,各式相似的社群網站星羅棋佈,但彼此間有很大的相似處且差異性不大。因此,要如何和其他同性質的社群網站間有所差異並劃分出區隔,以吸引網路使用者產生長期持續使用的意圖,是社群網站建構者必須探討的問題,也是目前社群網站市場所關注最主要的議題。本研究以科技接受模型的延伸模型:Moon & Kim之模型為基礎,加入了「網站品質」構面,包含網站設計、互動回應及隱私安全三個子構面,並以「社群意識」為干擾變數,以Facebook及Google+為研究的對象,針對影響使用者持續使用意向的因素進行探討。本研究結果顯示,Facebook與Google+使用者持續使用社群網站的因素不盡相同,整體而言,Facebook相較於Google+對於台灣使用者來說吸引力較大。本研究建議後續研究者可將科技接受模式擴大應用,可從其他角度切入探討,思考其他相關構面對社群網站持續使用意向之影響。

Because of the Internet with wide bandwidth, and Internet user`s self-awareness and desire of expression is constantly upgrading, many social network appears, which one of the most popular application on Internet, rapidly developing and growing. According to the investigation of magazine between the years of 2009 to 2012,”Social Network” has been the largest number in the list of”Taiwan Web 100” among various type of website, it shows that Social Network has become the indispensable entertainment and the way of express the pressure for Taiwanese. Our research based on the Moon and Kim (2001) proposed model and considering the circumstances of the social network, adding the dimension of "website quality", and then let "sense of community" be the Moderator, in order to investigate whether these factors affect the user’s continuance intention or not. According to the result, the factors which affect user’s continuance intention are not the same. In website quality, Facebook is significant influenced, but Google+ is partial significant.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 4
1.4研究流程 4
第二章文獻探討 6
2.1社群網站 6
2.1.1Facebook社群網站 7
2.1.2Google plus社群網站 9
2.2科技接受模型 10
2.3網站品質 14
2.4社群意識 17
2.5持續使用意向 19
第三章研究方法 20
3.1研究架構 20
3.2研究假設 21
3.3變數操作型定義與衡量問項 23
3.4干擾變數 27
3.5抽樣方法 29
3.6資料分析方法 29
第四章資料分析與結果 31
4.1問卷前測 31
4.2敘述性統計分析 32
4.2.1樣本結構之敘述性統計分析 32
4.2.2社群網站使用經驗之敘述性統計分析 33
4.2.3衡量問項之敘述性統計分析 35
4.3信度分析 39
4.4效度分析 40
4.5結構方程模式分析 45
4.5.1模型適配度分析 45
4.5.2路徑分析 46
4.6干擾效果分析 50
第五章結論與建議 53
5.1研究結論 53
5.2管理意涵 56
5.3研究限制與未來發展 58
參考文獻 59
附錄A:影響台灣使用者在社群網站持續使用之正式調查問卷 66


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