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系統識別號 U0026-2601201111500700
論文名稱(中文) Facebook使用意圖影響因素之探討 – 科技接受模式與社會資本整合性觀點
論文名稱(英文) The Study of Factors Influencing Facebook Users’ Intentions – The Viewpoints from Technology Acceptance Model and Social Capital Integration
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 99
學期 1
出版年 100
研究生(中文) 鮑玨蓉
研究生(英文) Chueh-Jung Pao
電子信箱 tiffanypao@hotmail.com
學號 RD697102
學位類別 碩士
語文別 中文
論文頁數 114頁
口試委員 指導教授-蔡明田
口試委員-康信鴻
口試委員-莊雙喜
中文關鍵字 臉書  人格特質  社會資本理論  自我效能  科技接受模式  理性行為理論  計劃行為理論  網站特性  使用意圖 
英文關鍵字 Facebook  Personality Traits  Social Capital  Self-Efficacy  Technology Acceptance Model (TAM)  Theory of Reasoned Action (TRA)  Theory of Planned Behavior (TPB)  Site Features  System Use 
學科別分類
中文摘要 摘 要
不管在何處,網路的快速發展已成為人們生活中的一部份。Facebook在短短幾年之間掀起了網路使用者革命性的改變,其改變人類行常的生活習慣,甚至可以說改變了人類歷史中一小段的生活行為。究竟它是如何做到的,它具有了那些改變人們生活習慣的因素,又是如何激發它,創造出無限需求,是個值得思考探索的問題。
本研究將探討個人加入Facebook社群網站自我效能模式和虛擬社群之間互動的關聯性,自我效能模式包含: 認知易用性及有用性。自我效能模式主要探討個人的人格特質、個人選擇、個人認知、個人行為意圖等構面。藉由自我效能模式,探討虛擬社群如何影響個人意識加入社群團體,個人之社群意識如何產生社群認同感以及社群互動行為模式。並且逐步探討虛擬社群網站的社群意識是如何強化個人使用Facebook 之使用意圖,虛擬社群成員意識與Facebook之使用行為關係。最後探討什麼樣的人格特質的虛擬社群成員會因為自我效能模式的社會學習效果,產生Facebook的使用意圖並且強化其使用行為。
本研究建議,網路提供了人與人溝通的一個良好管道,但相反地在現實世界中人與人之間的冷漠,卻是我們需要注意的課題;而在現今網路使用上,越好用、容易上手、強調即時互動的網路概念將成為主流,此特點將大大影響到受測者對於Facebook的使用意圖及意願上的選擇
英文摘要 Abstract
.The rapid growth of internet application has become an important part of human’s lives. In just a few years, the Facebook has initiated a revolutionary change on internet users’ behaviors. How did it happen and how did it work, it is a subject worthy of research in depth.
This study is devoted to disclosing the correlation between Self-Efficacy model of individual joining the Facebook and the virtual society. Self-Efficacy model includes both recognition accessibility and availability. Self-Efficacy model discusses mainly construction surfaces such as personality trait, tendency, recognition, and behavior intention. By adopting Self-Efficacy model, this study reveals how the virtual society can influence on individual intention to participate, identification and interaction in the Facebook society. Moreover, how society identification fortifies users’ intention, member’s identification and users’ behavior are discussed herein. Lastly, personality traits of society members who exhibit social learning effect from Self-Efficacy model, user’s intention and intensified behavior, are being analyzed.
This study suggests that, even with the internet’s new way of communication, the indifference among people in reality is a topic should be brought to attention. Accessibility, easy-to-use, and real-time interaction, are the main stream concepts in today’s internet application. These will greatly affect the intentions of participants to join or use the Facebook.
論文目次 摘 要… I
ABSTRACT II
誌 謝… III
目 錄.... IV
表目錄 . . VI
圖目錄.. 1
第一章 緒論 2
第一節 研究背景動機 2
第二節 研究目的 4
第三節 研究範圍與研究架構 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 人格特質理論 11
第二節 社會資本理論 17
第三節 電腦自我效能理論 20
第四節 科技接受模式 23
第五節 理性行為理論 30
第六節 計劃行為理論 33
第七節 網站特性 38
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 操作性定義及問卷設計 45
第四節 研究問卷設計 56
第五節 資料分析方法 59
第四章 研究結果分析 63
第一節 敘述性統計分析 64
第二節 因素分析及信度分析 71
第三節 各研究構面關聯性探討 83
第四節 線性結構方程模式分析 91
第五章 研究結論與建議 96
第一節 研究結論 96
第二節 研究建議及未來展望 100
參考文獻 101
附錄………… 109

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