運用社會資本觀點探討社群網站實際使用之研究 —以 ERG、UTAUT 與 TPB 模式為基礎
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2012
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Abstract
隨著網路科技的發達，維繫人際網絡的方式也隨之改變，造就了現
今社群網站的蓬勃發展，本研究結合社會資本觀點與多個模型企圖更完整的解釋影響使用社群網站的因素。本研究採取網路便利取樣的方式，針對目前在多國使用排名第一與最具前瞻性的Facebook與Google plus兩大社群網站之使用者進行調查，以探討影響實際使用社群網站的因素。
透過實證研究發現: (1)自我展現會正向影響社群網站使用者之使用
態度；(2)自我省思會正向影響社群網站使用者之使用態度；(3)社會連結會正向影響社群網站使用者之使用態度；(4)社會目標會正向影響社群網站使用者之使用態度；(5)努力期望會正向影響社群網站使用者之使用意圖；(6)社會影響會正向影響社群網站使用者之使用意圖；(7)使用態度會正向影響社群網站使用者之使用意圖；(8)使用意圖會正向影響社群網站使用者之實際使用。
The developing of technology not only changes the method of maintaining social network but also bring up social network site popular. This study try to completely explain the factors of using social networking site by combining the point of social capital and many models. Based on a survey of user from Facebook and Google Plus, we used the convenience sampling method on the internet. The finding of this study: (1) Self-expression positively influences using attitude. (2) Self-reflection positively influences using attitude. (3) Social tie positively influences using intention. (4) Social goals positively influences using intention. (5) Effort Expectancy positively influences using intention. (6) Social Influence positively influences using intention. (7) Using attitude positively influences using intention. (8) Using intention positively influences using actually.
The developing of technology not only changes the method of maintaining social network but also bring up social network site popular. This study try to completely explain the factors of using social networking site by combining the point of social capital and many models. Based on a survey of user from Facebook and Google Plus, we used the convenience sampling method on the internet. The finding of this study: (1) Self-expression positively influences using attitude. (2) Self-reflection positively influences using attitude. (3) Social tie positively influences using intention. (4) Social goals positively influences using intention. (5) Effort Expectancy positively influences using intention. (6) Social Influence positively influences using intention. (7) Using attitude positively influences using intention. (8) Using intention positively influences using actually.
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社會資本, 社群網站, ERG 理論, 整合性科技接受模式, 計畫行為理論, social capital, social network site, ERG theory, UTAUT, TPB