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標題: | 社群網站使用者持續使用意圖探討─以社會交換理論之觀點 Exploring User’s continuance intention to use on Social Network Site Based on the Perspective of Social Exchange Theory |
作者: | Chien-Yi Li 李建逸 |
指導教授: | 翁崇雄(Chorng-Shyong Ong) |
關鍵字: | 社群網站,持續使用意圖,社會交換理論,感知關係報酬,感知風險, Social Network Site,Continuance Use Intention,Social Exchange Theory,Perceived Relationship Rewards,Perceived Risk, |
出版年 : | 2015 |
學位: | 碩士 |
摘要: | 本研究旨在應用社會交換理論,同時探討使用社群網站時所能獲得之好處以及必須之付出對於持續使用意圖的影響。所能獲得好處的部分,以社會交換理論中的社會交換關係作為切入點,將原先應用於電子商務領域的感知關係報酬(Perceived Relationship Rewards)延伸至社群網站背景,將感知關係報酬作為使用社群網站所能夠得到的好處,並引用過去文獻對於感知關係報酬所提及之四個前置因子:視覺吸引、稱職行為、關係兼容性、關係接受度。而使用社群網站所必須的付出則以感知風險來表示,並採用先前文獻認為會影響感知風險的兩個前置因子:網路風險感知及隱私濫用顧慮。我們建構一個整合性的研究模型,說明感知關係報酬及感知風險皆會對於持續使用意圖造成影響,進而影響持續使用行為。
本研究之研究對象為台灣區使用過社群網站的使用者,一共回收了254份有效問卷,並使用LISREL進行結構方程模式分析資料。結果顯示支持本研究所提出之假設。本研究歸納出兩項研究發現:(1)「感知關係報酬」對於「持續使用意圖」有顯著的正向影響效果。(2)「感知風險」對於「持續使用意圖」有顯著的負向影響效果。並在最後根據研究結果對學術及實務界提出相關建議。 This research aims to apply to social exchange theory, and investigate the relationship between the benefit-cost and continuance use intention on social network site. About the benefit, this study uses perceived relationship rewards from e-commerce background as the benefit on social network site based on the perspective of social exchange relationship of social exchange theory and considers four antecedents of perceived relationship rewards on prior research, including visual appeal, competent behavior, relationship compatibility and relationship receptiveness. About the cost, we use perceived risk as the cost of usage of social network site and consider two antecedents of perceived risk on previous studies, including internet risk perception and privacy abuse concern. We develop an integrated model and indicate that both perceived relationship rewards and perceived risk influence continuance use intention, and then influence continuance use behavior. With users who have used social network site in Taiwan as research subjects, we receive 254 valid questionnaires, and data analysis is conducted via LISREL statistical analysis. The result of analysis supports the hypotheses provided by this study. This study concludes two main findings, including: (1) Perceived relationship rewards has significant positive effect on continuance use intention. (2) Perceived risk has significant negative effect on continuance use intention. Finally, implications were provided for the academic and practical field. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/54201 |
全文授權: | 有償授權 |
顯示於系所單位: | 資訊管理學系 |
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