I MPLICATIONS AND F UTURE R ESEARCH - CONCLUSIONS AND FURTHER STUDY

5. CONCLUSIONS AND FURTHER STUDY

5.2 I MPLICATIONS AND F UTURE R ESEARCH

This study has presented results indicating first that the commitment based perspective on technology use (commitment rather than adoption) may be used to discuss website usage

patterns. As Li et al. (2006) pointed out “an individual’s continuous use of information technology is based not on a one-time adoption strategy, but rather on a series of decisions that binds the individual to his previous line of action.” This explains that it may be faulty reasoning to infer the continuous use simply from the adoption of one technology. Netscape Navigator at one point was innovator and the number one web browser only to be replaced in the market.

While SNS was targeted by this research, there should be similar studies undertaken in other Web 2.0 applications to determine whether the same commitment and adoption theories are acceptable across the board. As boyd and Ellison (2008) noted, more specific demographic information is needed as well.

The strongest connections to behavioral intention in this study were identification factor and trust. Both these elements strongly point to members’ connections between each other. What was also apparent was a lack of connection to the service provider. This leads to the key idea that service providers should stay out of the way of these connections whenever possible. SNS service providers are connecting two sets of people or groups so that the suggestion for the service provider is to stay out of the way of members’ interactions. Service providers should tread lightly and ensure that they keep the path clear of the desired service: connection. If they do this, it is likely that most of the market leaders will remain in their positions while new markets may open for smaller players to capture the niche areas.

As many SNS relationships were built on previously existing connections, it would be suggested to developers to look to existing groups to build SNS. These strong current ties

not only give a starting point for discussion and a useful discussion forum, they also provide the service with trust through association. Sites like BabyHome show that real markets exist for niche members in the SNS community.

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在文檔中持續參與模型在線上社群網絡的探討研究 (頁 71-82)