以影響使用者使用意圖的知覺為標準衡量社交網路服務網站應用

Abstract

社交網路服務在台灣的使用率在過去一年中成倍數增長，除了以社交網路服務為主軸的網站之外，本研究希望探討應用社交網路服務於一般網站上，提出新的衡量社交網路服務貢獻於網站的方法，以影響使用意圖的知覺為考量點，探討運用社交網路服務在網站上，是否可以滿足使用者知覺感受，進而促進使用者的使用意圖。 參考文獻找出重要影響使用意圖的知覺構面，將科技接受模型中的兩大知覺結合流暢理論、網路購物行為等學理納入本研究模型，提出「專注」、「臨場感」、「激勵感」、「知覺愉悅性」、「知覺有用性」和「知覺易用性」等知覺構面，探索使用在應用社交網路服務的實驗合購網站中，觀察使用情況與使用者知覺反應。再利用焦點團體訪談的研究方法，請訪談者評論本研究實驗網站，衡量各知覺構面，並與過去合購經驗的差異比較。使用品質屋中的關聯矩陣方法，計算社交網路服務三大分類功能：「個人檔案」、「關係建立」、「留言」，在知覺構面的貢獻。「留言」分類功能對知覺構面影響程度最高，但「關係建立」卻是最少。根據這點建議網站經營者在應用社交網路服務時，應朝留言功能方面開發殺手應用，滿足使用者知覺以增強使用意圖，才能發揮社交網路服務應用的價值。

The utilization of social network service in Taiwan has grown multiply in the past year. Besides performing social networking service (SNS) as the main site service, our research wants to explore the new application of social network service in general websites. In order to do SNS assessment, we evaluate the degree of SNS function in user perception which perception is an important factor in enhancing users’ intention to use. We integrated of flow theory, online shopping behavior theory and perceptions in technology acceptance model. By observing users’ behavior in experimental website, interviews in focus groups compared users’ perception with past experiences. We brought out the assumptions of ”arousal”, ”perceived enjoyment”, ”perceived usefulness”, ”perceived ease of use” affect user’s intention positively. Also, SNS functions, including three categories “profile”, ”build relationship”, “leave messages”, be evaluated by their influence in users’ perception. Leaving messages be found out to be the most valuable function in the comparison methods of quality function deployment. However, the key SNS function of building relationship is the worst. According to our research, it suggests that website operators should develop killer-applications toward leaving messages in applying SNS. Also they should consider that whether application can meet users’ perception or not. Therefore, SNS can not only improve users’ intention to use, but also play in worth.