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研究生:藍尹采
研究生(外文):LAN, YIN-TSAI
論文名稱:探索社群媒體使用者的持續使用意圖:感知互動性之實證研究
論文名稱(外文):Understanding Users' Continuance Intention towards Social Media: An Empirical Study on Perceived Interactivity
指導教授:吳立偉吳立偉引用關係
指導教授(外文):WU, LI-WEI
口試委員:吳廣文李佳蓉
口試委員(外文):WU, KUANG-WENLEE, CHIA-JUNG
口試日期:2021-05-18
學位類別:碩士
校院名稱:東海大學
系所名稱:國際企業管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:英文
論文頁數:53
外文關鍵詞:perceived effective useself-presentationcustomized informationperceived interactivitycontinuance intentionexperienceperceived performance
相關次數:
  • 被引用被引用:0
  • 點閱點閱:75
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  • 下載下載:34
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Users' continuance intention is crucial to the long-term development of social media. This study examined how perceived interactivity enhances social media users' continuance intention, as well as the potential relevance of perceived interactivity. The results showed that the perceived interactivity had a significant effect on continuance intention; perceived effective use, self-presentation, and customized information will enhance perceived interactivity. Besides, perceived interactivity exerted greater effect on inexperienced users as compared with experienced users, which provides a new perspective for research on perceived interactivity. Also, perceived performance strengthened the relationship between perceived interactivity and continuance intention. The results provided insight for social media providers to comprehensively understand what drives users’ continuance intention, and can be taken as a reference while updating social media. Theoretical and managerial implications were discussed, and suggestions for future research are suggested.
Table of Contents
1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Purpose 5
1.4 Research Procedure 6
2. Literature Review and Hypotheses 7
2.1 Perceived Interactivity 7
2.2 Antecedents of Perceived Interactivity 9
2.2.1 Perceived Effective Use 9
2.2.2 Self-Presentation 10
2.2.3 Customized Information 11
2.3 Perceived Interactivity and Continuance Intention 12
2.3.1 The Moderating Effect of Experience 13
2.3.2 Perceived Interactivity, Perceived Performance and Continuance Intention 14
3. Research Methodology 16
3.1 Conceptual Framework 16
3.2 Data Collection and Sampling 17
3.3 Operational Definitions 17
3.3.1 Antecedents of Perceived Interactivity 18
3.3.2 Perceived Interactivity and Continuance Intention 19
3.3.3 The Moderating Effect of Experience 20
3.3.4 The Mediating Effect of Perceived Performance 20
3.4 Measurement Development 21
3.5 Analysis Method 21
3.5.1 Descriptive Statistics 22
3.5.2 Reliability and Validity 22
3.5.3 Common Method Variance (CMV) 23
3.5.4 Correlation Analysis 23
3.5.5 Structural Equation Modeling (SEM) 23
4. Data Analysis and Results 24
4.1 Demographic Statistic Analysis 24
4.2 Descriptive Statistics 25
4.3 Reliability and Validity Analysis 27
4.3.1 Cronbach's α 27
4.3.2 Composite Reliability (CR) 27
4.3.3 Average Variance Extracted (AVE) 28
4.3.4 Factor Loading 28
4.4 Common Method Variance (CMV) 29
4.5 Correlation Analysis 29
4.6 Hypotheses Test 31
4.7 Supplementary Analysis 34
5. Discussion and Suggestions 36
5.1 Theoretical Implications 36
5.2 Managerial Implications 37
5.3 Limitations and Future Research 39
6. References 41


List of Figures
Figure 1 Research Procedure 6
Figure 2 Conceptual Framework 16
List of Tables
Table 3.1 Hypotheses 17
Table 3.2 Measurement Items of the Antecedents of Perceived Interactivity 18
Table 3.3 Measurement Items of Perceived Interactivity and Continuance Intention 19
Table 3.4 Measurement Items of Experience 20
Table 3.5 Measurement Items of Perceived Performance 21
Table 4.1 Descriptive Statistics of Respondents 24
Table 4.2 Descriptive Statistics 26
Table 4.3 Result for Reliability and Validity Analysis 28
Table 4.4 Means, Standard Deviations, and Correlation Matrix 30
Table 4.5 Discriminant Validity 31
Table 4.6 Regression Results 33
Table 4.7 Model Fit 34
Table 4.8 Mediating Results 35
Table 4.9 Moderating Results 35

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