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研究生:謝宜真
研究生(外文):HSIEH, YI-CHEN
論文名稱:影響Instagram持續使用意圖之因素: 整合科技接受模式及社會資本理論
論文名稱(外文):Understanding User’s Continuance Intention of Instagram:Integration of the TAM and Social Capital Theory
指導教授:張國雄張國雄引用關係
指導教授(外文):CHANG, KUO-HSIUNG
口試委員:林欣美吳立偉朱海成張國雄
口試委員(外文):LIN, HSIN-MEIWU, LI-WEICHU, HAI-CHENGCHANG, KUO-HSIUNG
口試日期:2016-06-22
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:49
中文關鍵詞:推敲可能性模型科技接受模式社會資本理論網站依附性持續使用意圖
外文關鍵詞:Elaboration Likelihood ModelTechnology Acceptance ModelSocial Capital TheorySite AttachmentContinuance Intention
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本研究運用推敲可能性模型的觀點整合科技接受模式及社會資本理論探討Instagram社群網站,以年輕族群Instagram社群網站使用者為研究對象,透過中央路徑及周邊路徑的構面解釋持續使用Instagram社群網站意圖的影響。透過網路及紙本的方式發放問卷,取得561份的有效問卷,並以SPSS 18及AMOS 2.0進行資料分析。實證結果發現如下:(1)周邊路徑的「社會資本理論」與「網站依附性」影響力對於Instagram使用者持續使用社群網站的行為意圖與相關因素的影響力相較於中央路徑的「網站品質」與「科技接受模式」影響力大;且「社會資本理論」三構面中的「社會互動關係」對於「共識價值」以及「共識價值」對於「網站依附性」有正向顯著影響。(2)「知覺有用性」對於「持續使用Instagram社群網站意圖」具有正向顯著影響,且影響力大於「知覺易用性」對於「持續使用Instagram社群網站意圖」的影響,且「網站內容」及「隱私性」對於「知覺有用性」皆有正向顯著影響。(3)第三,「知覺易用性」對於「持續使用Instagram社群網站意圖」具有正向顯著影響,且「網站內容」對於「知覺易用性」有正向顯著影響。最後,本文將針對研究結果提出討論、理論貢獻及管理意涵,針對研究限制與未來研究給予建議。
The purpose of this study is to apply the Elaboration Likelihood Model to integrate Technology Acceptance Model and Social Capital Theory. Explain the Continuance Intentions of Instagram by central route and peripheral route, with the younger Instagram user as the research object. SPSS 18 and AMOS 2.0 software were used. Results of this study show as follows: First, Social Capital Theory and Site Attachment as peripheral route, which effected on Continuance Intention have a more significantly positive effect than Site Quality and Technology Acceptance Model as central route, which effected on Continuance Intention. Second, Perceived Usefulness, which effected on Continuance Intention have a more significantly positive effect than Perceived Ease of Use, which effected on Continuance Intention. Third, Perceived Ease of Use have a significantly positive effect on Continuance Intention. Finally, the theoretical contributions, management implications, limitations, and future study direction will be discussed.
謝 誌 I
摘 要 II
Abstract III
目 次 IV
表 次 V
圖 次 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 理論基礎與文獻回顧 4
第一節 推敲可能性模型 4
第二節 科技接受模式 6
第三節 社會資本理論 7
第四節 網站依附性 10
第三章 研究架構與假設 11
第一節 研究架構 11
第二節 研究假設 12
第四章 研究方法 16
第一節 變數操作型定義與衡量 16
第二節 樣本敘述性資料分析 20
第三節 驗證式因素分析 25
第四節 個別項目配適度 29
第五章 實證結果與分析 32
第一節 整體配適度 32
第二節 研究假設驗證分析 34
第六章 結論與建議 37
第一節 結論 37
第二節 理論貢獻 40
第三節 管理意涵 42
第四節 研究限制與未來研究建議 43
參考文獻 44
一、中文文獻 44
二、英文文獻 44
附錄 持續使用Instagram之問卷調查 48
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