The effects of information sharing and interactivity on use intertion of social networking websites
孫榮廷、葉子明、黃開義
E-mail: 321774@mail.dyu.edu.tw
ABSTRACT
With the prevalence of Social Networking Websites, the Internet has become the platform of interpersonal interaction in virtual environments that allow people around the world interact interpersonally with various platforms of Social Networking Websites.
Nowadays, people’s lives are highly linked in between the virtual and the actual. Social Networking Websites are able to satisfy people’s basic demands on making friends, learning, and shopping. Evolving the commercial essence of .com into .life, people’s lives are no longer separable from it.This study applies interaction and information share as the external variables as well as
perceived usefulness, perceived ease of use, attitudes, and use intention in Technology Acceptance Model (TAM), proposed by Davis (1989), as the dimensions to propose a correlation mode of use intention suitable for community networks. Based on the discussions of relevant literatures, questionnaires are designed and distributed as the research method. Aiming at users who have ever used community networks as the objects, data are retrieved, sorted, analyzed with SPSS statistical software, and tested and verified with structural equation modeling (SEM) by Amos.The findings show that apart from reinforcing information share and interaction, the feelings of the users and their affected attitudes are also important to a certain extent to enhance the intention of Social Networking Websites users. Furthermore, aiming at the sample model from various communities, the factors in use intention are also different.
However, most users in the sample groups quite identify with information share affecting perceived interest and further promoting use attitude and use intention.
Keywords : Social Networking Websites、Information sharing、Interactivity、Structural Equation Modeling(SEM) Table of Contents
封面內頁 簽名頁 博碩士論文暨電子檔案上網授權書 iii 中文摘要iv ABSTRACT v 誌謝 vi 目錄 vii 圖目錄 xi 表目錄 xii 第一 章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 3 1.3 研究流程 4 第二章 文獻探討 6 2.1 社群網站 6 2.1.1 社群網站發展 6 2.1.2 社群網站定義 11 2.1.3 社會網路理論 12 2.1.4 社群網站相關研究 14 2.2 行為理論 16 2.2.1 理性行為理論 16 2.2.2 科技接受模 式 17 2.2.3 科技接受模式相關研究 18 2.3 社群網站特性 21 2.3.1 資訊分享性 21 2.3.2 互動性 22 2.3.3 知覺有趣性 24 2.4 影響 使用意向相關因素探討 26 2.4.1 資訊分享性和知覺有趣性的關係 26 2.4.2 資訊分享性和知覺有用性的關係 26 2.4.3 互動性和 知覺易用性的關係 27 2.4.4 互動性和知覺有用性的關係 27 2.4.5 知覺易用性和知覺有用性的關係 28 2.4.6 知覺有趣性和使用 態度的關係 28 2.4.7 知覺有用性、知覺易用性和使用態度的關係 29 2.4.8 使用態度和使用意向的關係 30 第三章 研究方法 31 3.1 研究架構 31 3.2 研究假設 32 3.3 研究變數的定義與衡量 32 3.3.1 資訊分享性 32 3.3.2 互動性 33 3.3.3 知覺有用性 33 3.3.4 知覺易用性 34 3.3.5 知覺有趣性 35 3.3.6 使用態度 35 3.3.7 使用意向 36 3.4 問卷架構 37 3.4.1 量表設計 37 3.4.2 研究對 象 37 3.5 資料分析 38 3.5.1 敘述統計分析 38 3.5.2 信度分析 38 3.5.3 效度分析 39 3.5.4 相關分析 40 3.5.5 結構方程模型 41 第 四章 資料分析 43 4.1 樣本資料分析 43 4.2 信、效度分析 45 4.3 相關分析探討 47 4.4 整體研究模式分析暨假設驗證 47 4.4.1 理論模式評估 48 4.4.2 研究假設檢定 51 4.5 模式差異比較 53 4.5.1 年齡之結構模型分析 56 4.5.2 使用社群網站時間之結構模 型分析 59 4.5.3 每日在社群網站活動時間之結構模型分析 63 第五章 結論與建議68 5.1 研究結論 68 5.2 管理意涵 70 5.3 未來 研究建議 72 參考文獻 73 附件一 研究問卷 86 圖目錄 圖1.1 研究流程圖 5 圖2.1 主要社群網站成立日期 7 圖2.2 理性行為理 論 16 圖3.1 研究架構 31 圖3.2 結構方程模型分析步驟 42 圖4.1 整體模型路徑圖 52 圖4.2 未滿30歲之結構模型分析結果 57 圖4.3 30歲以上之結構模型分析結果 58 圖4.4 使用社群網站時間未滿2年之結構模型分析結果 60 圖4.5 使用社群網站時間2 年以上之結構模型分析結果 62 圖4.6 每日在社群網站活動時間未滿2小時之結構模型分析結果 64 圖4.7 每日在社群網站活 動時間2小時以上之結構模型分析結果 66 表目錄 表2.1 全球主要社群網站使用人數及網頁流量排名 10 表2.2 社群網站相關 研究 14 表2.3 科技接受模式相關研究 19 表3.1 資訊分享性衡量問項 33 表3.2 互動性衡量問項 33 表3.3 知覺有用性衡量問項 34 表3.4 知覺易用性衡量問項 34 表3.5 知覺有趣性衡量問項 35 表3.6 使用態度衡量問項 36 表3.7 使用意向衡量問項 36 表3.8 信度分析對照表 39 表4.1 樣本資料彙整表 44 表4.2 各構面信度分析 46 表4.3 各構面效度分析 46 表4.4 各構面相關分 析 47 表4.5 整體理論模式之衡量模式分析 49 表4.6 整體理論模式衡量指標分析 51 表4.7 整體模型假說驗證檢定結果 53 表4.8 不同問項之使用者與使用意向的單因子變異數分析 54 表4.9 未滿30歲之結構模型信、效度 56 表4.10 30歲以上之結構 模型信、效度 58 表4.11 研究假設支持情形 59 表4.12 使用社群網站未滿2年之結構模型信、效度 60 表4.13 使用社群網站時 間2年以上之結構模型信、效度 61 表4.14 研究假設支持情形 62 表4.15 每天在社群網站活動時間未滿2小時之結構模型信、
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