社交網路服務使用者滿意度評量模式之研究

Abstract

資訊管理研究領域，已由過去探討功能性導向資訊系統，開始逐漸重視娛樂性導向資訊系統的滿意度與使用行為。目前，具有娛樂性導向資訊系統特性之社交網路服務(SNS)也開始受到相當程度的重視。本研究整合期望確認理論、理性行為理論與動機理論建構出一個社交網路服務使用者滿意度評量模式，這個模式包括了確認、主觀規範、認知有用性、認知樂趣、滿意度與持續使用意向等六個構念，實證研究結果顯示，本研究所提出的模式具有良好的可行性與適宜性。研究結果發現，確認、主觀規範、認知有用性、與認知樂趣，為使用者滿意度與持續使用意向的重要因素。本研究主要貢獻為在資訊管理研究領域，較少有研究探討主觀規範與滿意度的關係，本研究填補了資訊管理研究領域文獻對於主觀規範與滿意度之間關係理論的探討與驗證。

Research on user satisfaction and behavior has resulted in increased attention being given to hedonic information system in the information systems (IS) literature. Social network services (SNS) with the characteristics of hedonic information systems are attracting increasing attention in the IS domain In this paper, we proposed an evaluation model of user satisfaction with social network services based on the integration of expectation confirmation theory (ECT), the theory of reason action (TRA), and motivation theory. The proposed research model is comprised of six constructs: confirmation, subjective norm, perceived usefulness, perceived enjoyment, satisfaction, and continuance intention. Empirical results show that the proposed model has a good fit in theoretical and practical application. The results revealed that confirmation, perceived enjoyment, and subjective norm are the determinants of user satisfaction and continuance intention. The main research contribution of the study is that little research has been done on understanding the relationship of subjective norm and user satisfaction, this study fill the research gap in the IS literature by exploring and verifying the theoretical relations of subjective norm.