探討社群網站使用者持續使用之研究—整合期望確認理論與互動性

Abstract

近年來，社群網站興起並成長快速，有許多經營者與企業紛紛投入這塊市場，在競爭如此激烈之市場下，如何成功吸引使用者之目光成為一大要點，也因此探討使用者何以持續使用社群網站成為極為重要的議題。 本研究綜合過去學者提出之論點，以期望確認理論之概念作為探討持續使用意圖之模型基礎，結合社群網站之特性—互動性—作為使用者持續使用之激勵因子，建構出本研究之研究模型。然而，過去學者對互動性之定義繁多且分類繁雜，因此，本研究進一步將互動性之分類進行彙整，並找出與互動性分類相對應之衡量要素—認知網站互動性及認知社群互動性—來代表互動性整體。 本研究使用SEM進行研究模型之驗證。實證結果發現，滿意度正向影響使用者的持續使用意圖，而滿意度則被確認以及認知網站互動性所影響；另外，確認亦會正向影響認知網站互動性與認知社群互動性。藉由研究結果，希冀提供社群網站經營者及企業擬定經營策略之參考。

Recently, social network sites have gained significant popularity. However, the full values and potential of social network sites cannot be realized without users’ ongoing participation. Thus, examining why users continue participating in social network sites becomes important. After briefly summarizing existing scholarship concerning social network sites, we construct a research model by integrating Expected-Confirmation Theory and interactivity factors. Especially, we characterize interactivity factors as perceived web sites interactivity and perceived community interactivity. We use the SEM method to analyze our research model. The results reveal that user’s continuance intention of participation in social network sites is determined by satisfaction. Satisfaction is influenced by user’s confirmation level and perceived web sites interactivity. Perceived web sites interactivity and perceived community interactivity are influenced by user’s confirmation level. The findings of this study contribute not only to theory building in social network sites continuance but also inform social network sites’ moderators in their effort to develop strategies for retaining their users.