分析使用者採用不同社群媒體之關鍵因素：多準則決策方法

Abstract

隨著社群媒體的功能服務發展日臻成熟，人們也不再只局限於藉由社群媒體作為交友、發佈資訊等形式使用，更會運用該平台進行行銷、刊登商業性廣告、以直播方式拉近人與人之間的距離。正因為使用者的身份背景不同或使用社群媒體之需求及目的各有異同，因此在採用社群媒體的關鍵因素上都會有所差異，故本研究旨在分析使用者採用不同社群媒體之關鍵因素，並以業餘部落客與一般社群媒體使用者作為研究對象。 本研究透過探討與整合相關文獻來確認衡量網站服務品質的構面與準則，藉由德爾菲法(Delphi)進一步建構出正式衡量社群媒體層級架構，並以多準則決策方法作為研究方法，包括：層級分析法(AHP)、決策實驗室法為基礎的網路程序分析法(DANP)及重要度-績效分析(IPA)以分析出各關鍵準則間之權重、因果關係以及績效表現，所獲得的研究結果能瞭解出使用者使用不同社群媒體之關鍵因素，為值得改善與重視之關鍵因素作出建議。 實證研究結果發現，業餘部落客與一般社群媒體使用者均認為社群媒體介面為構面中的重要關鍵因素，透過因果關係圖更能夠清楚瞭解構面之間的因果關係，「社群媒體介面」是影響著「服務互動」與「系統之使用者服務」。在業餘部落客的數據分析結果更顯示出「易用性」與「互動性」是互相影響之準則；在一般社群媒體使用者的數據分析結果則顯示出「易用性」與「個人化」是互相影響之準則。根據以上的實證研究結果，針對相關的構面與準則作出管理意涵之建議，並提出對社群媒體平台優化、使用率改善及改善經營部落格相關功能服務之建議。

With the development of electronic product and network, people gradually transferred their social activities from real life to the social media through the variety of applications. Social media has made the connection between the real life and the digital world closer, and no longer suffer from geographical constraints. As the evolution of functional services for social media has matured, users have differences due to their personal backgrounds or require and purposes of using social media. In this study, we analyze the key factors for amateur bloggers and generic users to adopt different social media. We collect and discuss relevant literature to identify important dimensions that affect the e-service quality of the social media and the Delphi Method was employed for the purpose of confirming the appropriateness of important dimensions. Twelve criteria are developed from the three dimensions and analyzed the weight and the causal relationship and performance among them are analyzed by a multi-criteria decision-making approach, the decision making trial and evaluation laboratory-based analytical network processing (AHP, DEMATEL-based ANP, and IPA) approach. The results of this research show that the key factor of social media adoption is the interface design of social media. Among the dimensions, usability and interactivity are important criteria and interact with each other by the results of amateur bloggers and usability and personalization are important criteria and interact with each other by the results of generic users. In this research, we investigate the key factors for amateur bloggers and generic users in selecting social media and provide implications for improving the design of social media.