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研究生:江欣茹
研究生(外文):Chiang, Shin-Ju
論文名稱:影響社群媒體持續使用意圖之研究:理性行為理論觀點
論文名稱(外文):A Study on the Factors of the Continuance Intention for Social Media: Perspectives of Theory of Reasoned Action
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:吳立偉王崇昱張國雄
口試委員(外文):Wu, Li-WeiWang, Chong-YuZhang, Guo-Xiong
口試日期:2014-05-22
學位類別:碩士
校院名稱:東海大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:61
中文關鍵詞:網路效應心流從眾行為社會臨場感網路成癮持續使用意圖
外文關鍵詞:Network EffectFlowConformitySocial PresenceInternet AddictionContinue Use Intention
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網際網路的快速發展也促使社群媒體的興起,人們可以低成本使用網際網路尋找夥伴,打破地理的界線。因此,本研究主要探討促使成員持續使用社群媒體意圖之前因,研究網路效應、心流、從眾行為、社會臨場感判斷結果變數之影響。另外、網路成癮會影響成員對於社群媒體之使用意圖。本研究以社群媒體使用者為分析對象,共發放400份問卷,最後以375份有效問卷進行LISREL以驗證研究假設。實證發現:使用社群態度對持續使用意圖有顯著且正向關係,也就是說,當使用者對社群媒體的使用態度越好會使其續使用意願增加;其中網路效應、心流、從眾行為、將對其使用社群媒體態度產生顯著且正向關係,即當使用者所使用的社群媒體其支援廠商、服務或是產品其網路效應越高時、當使用者專注投入在使用社群媒體越多時、當使用者為要符合團體的期望並得到他人的喜歡和接納,使成為團體的一份子時,都將使使用者對社群媒體的態度越好。最後,研究結果也顯示網路成癮者對社群媒體的持續使用意圖亦具有正面顯著影響。然而,社會臨場感對其使用社群媒體態度呈現負向關係,有可能是因為社群媒體並未帶給使用者彼此真實存在的感覺,使用者沒有高感知到社會臨場感,因此對於社群媒體採用態度產生不顯著影響。
The fast growing Internet has prompted the rise of social media. People can break the area boundaries by using Internet to find partners at a lower cost. This study explore factors that affect users in continue using social media. Such factors include network effect, flow, conformity, and social presence. The Internet addiction will also affect users’ continue use intention. Social media users are the subjects of this study. A total of 400 questionnaires were collected, with 375 of them being valid. Structural equation modeling is applied to analyze the data and test the hypothesis. Research results show that: The attitude of using social media has positive and significant effect on continue use intention, which suggest the better the users’ attitude of using social media the better their continue use intention will be. Also, network effect, flow, conformity have positive and significant effects on the attitude of using social media, which suggest that when the social media has better support manufacturers or service, and when the users are more focus on using it, and when the users want to meet the expectations for the group, and get the love and acceptance of others to become part of groups, will all makes the users’ attitude of using social media better. Last, Internet addiction has positive and significant effect on continue use intention. However, the results indicate the link between social presence and attitude of using social media have no significant effects. This might because the social media did not bring up enough social presence, so the users’ cannot feel the existence of each other. Therefore the result is not significant.
第一章 、緒論1
第一節 、研究背景與動機1
第二節 、研究目的5
第三節 、研究流程6
第二章 、文獻探討與研究假說7
第一節 、社群媒體7
第二節 、理性行為理論9
第三節 、網路效應11
第四節 、心流12
第五節 、從眾行為14
第六節 、社會臨場感 17
第七節 、網路成癮18
第三章 、研究方法20
第一節 、研究架構20
第二節 、變數操作型定義與衡量22
第三節 、問卷設計與抽樣調查23
第四節 、資料分析法 26
第四章 、實證結果分析29
第一節 、樣本之基本資料描述29
第二節 、信度與效度分析31
第三節 、相關性與整體配適度檢驗35
第四節 、共同方法變異分析36
第五節 、整體配適度分析36
第六節 、研究假設驗證分析38
第七節 、競爭模型40
第五章 、結論與建議 42
第一節 、結論42
第二節 、管理意涵44
第三節 、研究限制與未來發展之建議46
參考文獻 47
附錄一 52


網路資源
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2.國際電信聯盟:《2013年全球資訊社會年度評測報告》http://www.itu.int/net/pressoffice/press_releases/2013/41.aspx#.U2C3RPmSyNo
3.資策會:《2013年台灣民眾行動與無線上網現況》http://www.find.org.tw/find/home.aspx?page=many&id=362
4.comScore Media:《Media Metrix網路流量報告》http://www.insightxplorer.com/news/news_05_22_13.html
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