友誼關係對Facebook持續使用意圖之研究─以心流及人際脈絡績效為中介變項

Abstract

隨著資訊傳播科技與網際網路的發展，人與人之間的交流方式不斷地改變，社群網站的出現成為了時下最熱門的社交平台，特別是Facebook從創始至今，用戶人數更是大幅攀升。本研究便是以Facebook的使用者為研究對象，欲藉由問卷調查來驗證使用者在Facebook上的友誼關係對Facebook持續使用意圖的影響，並進一步探討心流和人際脈絡績效在兩者之間是否具中介效果。經由結構方程式模式分析，得到以下結論：（1）友誼關係對Facebook持續使用意圖有正向影響；（2）友誼關係對心流有正向影響；（3）友誼關係對人際脈絡績效有正向影響；（4）心流對人際脈絡績效有正向影響；（5）心流對Facebook持續使用意圖有正向影響；（6）人際脈絡績效對Facebook持續使用意圖有正向影響；（7）友誼關係會透心流對Facebook持續使用意圖有正向影響；（8）友誼關係會透過人際脈絡績效對Facebook持續使用意圖有正向影響；（9）心流會透過人際脈絡績效對Facebook持續使用意圖有正向影響。最後，根據研究結果提出具體建議，以供相關產業業者、管理者經營時參考之用。

With the development of information communication technology and internet, the means of communication between the people continue to change. The emergence of social networking sites has become the most popular social platform, Facebook especially. Since its inception in 2004, the number of users has risen significantly. The purpose of this study aimed to explore the impact of friendship on continuance intention in Facebook, and to verify whether the flow and inter-personal contextual performance play the mediating role between these two. It was completed in the form of questionnaire, through quantitative methods, and the research object was Facebook users. Then, the structural equation modeling (SEM) was conducted to identify the causal effect among the factors. The results were summarized as follows: (1) Friendship does have a positive influence on continuance intention in Facebook. (2) Friendship does have a positive influence on flow. (3) Friendship does have a positive influence on inter-personal contextual performance. (4) Flow does have a positive influence on inter-personal contextual performance. (5) Flow does have a positive influence on continuance intention in Facebook. (6) Inter-personal contextual performance does have a positive influence on continuance intention in Facebook. (7) Flow has a mediating effect on the relationship between friendship and continuance intention in Facebook. (8) Inter-personal contextual performance has a mediating effect on the relationship between friendship and continuance intention in Facebook. (9) Inter-personal contextual performance has a mediating effect on the relationship between flow and continuance intention in Facebook. Finally, according to the results of this study, it offers suggestions to managers and the relevant operators as a reference.