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研究生:顏裕峯
研究生(外文):Yen yu feng
論文名稱:專業經理人對社群軟體使用意圖之研究-以Facebook為例
論文名稱(外文):The Research Of Professional Managers Behavioral Intention Of Using Social Media – Take Facebook for Example
指導教授:洪育忠洪育忠引用關係
指導教授(外文):Hung yu chung
口試委員:阮金聲黃劭彥
口試委員(外文):Juan chin shenghuang shao yen
口試日期:2013-06-26
學位類別:碩士
校院名稱:國立中正大學
系所名稱:會計與資訊科技研究所
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:60
中文關鍵詞:社群媒體社群軟體FACEBOOK社群軟體經營模式
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:社群軟體是新興的資訊科技工具,它可應用於行銷、企業組織內溝通、人際關係經營…等不同的領域,然而卻很少有研究提及社群軟體在不同領域中使用,為何讓人迷上社群軟體,因此,本研究打算以最熟悉資訊科技的資訊專業經理人為研究對象,探討資訊專業經理人對於社群軟體的使用意圖,以期達成以下的研究目的:
 (1)了解資訊專業經理人使用社群軟體的個人內在因素。
 (2)了解資訊專業經理人使用社群軟體的外在因素:
 (3)了解資訊專業經理人使用社群軟體的干擾因素:
 透過上述因素的了解,建構社群軟體服務的接受模式並根據研究結果,
對使用社群媒體的專業經理人或是服務提供者提出未來社群軟體新服務的建議,或是社群軟體經營模式的建議。

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
2.1 社群媒體的探討 7
2.2 六度空間理論 8
2.3 科技接受模式(TAM) 10
2.4創新擴散模式(IDT) 12
2.5整合型科技接受與使用模式(UTAUT) 15
3.1 研究架構 19
3.2 研究假設 20
3.3 問卷設計 22
3.4 研究範圍與對象 26
3.5 資料分析方法 27
4.1 敘述性統計 31
4.2相關性分析 32
4.3 信效度分析 33
4.4 假說檢定 37
4.5結構化模式分析 38
4.5迴歸分析 41
第五章 結論與建議 52
5.1研究結論 52
5.2管理意涵 52
5.3研究限制 54
第六章 參考文獻 55


圖目錄

圖1-1 本研究架構............................................................................................................6
圖2-1 四度分隔理論......................................................................................................10
圖2-2 科技接受模式......................................................................................................12
圖2-3 整合性科技接受與使用模式..............................................................................16
圖3-1 本研究架構..........................................................................................................20
圖3-2 本研究假說..........................................................................................................22
圖3-3 結構化方程式架構圖..........................................................................................29
圖4-1 路徑方程圖..........................................................................................................39
圖4-2 直方圖..................................................................................................................44
圖4-3 P-P圖....................................................................................................................44
圖4-4 散佈圖..................................................................................................................45















表目錄

表2-1 創新擴散理論的創新特性...................................... ...........................................14
表2-2 UTAUT整理之文獻............................................................................................17
表3-1 結構方程式各變量名詞解釋..............................................................................29
表4-1 問項敘述統計......................................................................................................30
表4-2 相關性分析..........................................................................................................32
表4-3 觀察值處理摘要..................................................................................................32
表4-4 可靠性統計量......................................................................................................33
表4-5 摘要項目統計量..................................................................................................33
表4-6 問項項目整體統計量..........................................................................................33
表4-7 ANOVA................................................................................................................34
表4-8 構面項目整體統計量..........................................................................................34
表4-9 KMO與Bartlett檢定...........................................................................................35
表4-10 共同性..................................................................................................................37
表4-11 整體模式路徑係數匯總表..................................................................................40
表4-12 選入/刪除的變數.................................................................................................41
表4-13 模式摘要..............................................................................................................41
表4-14 ANOVA................................................................................................................42
表4-15 係數. ....................................................................................................................42
表4-16 殘差統計量..........................................................................................................43
表4-17 受試著間效應項的檢定......................................................................................45
表4-18 受試著間效應項的檢定......................................................................................46
表4-19 受試著間效應項的檢定......................................................................................46
表4-20 受試著間效應項的檢定......................................................................................47
表4-21 受試著間效應項的檢定......................................................................................47
表4-22 受試著間效應項的檢定......................................................................................48表4-23 受試著間效應項的檢定......................................................................................48
表4-24 受試著間效應項的檢定......................................................................................49表4-25 受試著間效應項的檢定......................................................................................49表4-26 受試著間效應項的檢定......................................................................................50
表4-27 研究假設檢定結果..............................................................................................51

中文部分
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吳俊毅,2000,科技接受模型之實徵研究-從動機角度,國立中央大學資訊管理研究所碩士論文。
劉書蘭,2002,消費者採用行動商務之行為研究-以行動銀行為例,國立雲林科技大學資訊管理系碩士班碩士論文。
傅士哲,謝良瑜(譯),6個人的小世界,2004,Duncan J. Watts :86-91

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