由能供性觀點探討社群媒體感知價值對使用者忠誠度的影響

Abstract

本研究探討了社群媒體能供性、感知價值與使用忠誠度，並以多層面：「象徵型」、「功能型」、「互動型」切入推論。為了深入了解使用者對 Facebook 與 Instagram 的認知知覺以及參與互動，本研究以能供性作為探究方向，並蒐集了 305 份網路與紙本問卷。研究結果發現社群媒體能供性對感知價值與使用忠誠度含有影響作用；而信任度是透過感知價值之能供性與使用忠誠度調節的中介模型中（moderated mediation）的關鍵調節變數。分析結果發現，若使用者在乎社群媒體平台所提供的性質與功能，他們便會產生評估與構成價值感知，且影響往後對於該社群媒體平台的使用行為與互動。

This study explores the relationship between affordance, perceived value, and usage loyalty with multi-dimensional aspects—symbolic, functional, and interactive. Online and paper surveys are collected (N = 305) to explore the participants’ cognitive perceptions and engagement toward Facebook and Instagram based upon an affordance approach. Findings indicated that site affordances contribute to perceived value and usage loyalty. Moreover, trust is a significant moderator through the mediated model of affordance and usage loyalty via perceived value. Results show that as participants care about the offering of social media platforms, they will evaluate and form value perceptions; thus, influencing their posterior behavior of commitment toward the corresponding social networking sites (SNSs).