使用社群網站已經成為一個流行的現象。本研究以Facebook網站使用者為研究的對象，進一步探討影響社群網站使用者的使用行為之因素。社群網站讓許多廣告商、網路行銷和網頁遊戲商紛紛搶搭社群網站的熱潮。在使用者的特質不明確的情況下，了解發現使用者的特質，並發掘使用社群網站的原因為重要的研究目的。
本研究引用網路社群採用模型(SNSA)來調查娛樂性、關鍵多數、信任、群眾壓力、認知容易使用、認知有用和沉浸七項因素是否會直接影響使用者實際使用。利用線上問卷集的309份數據進行驗證。
研究分析結果為娛樂互動是有正向顯著影響實際使用的重要指標；信任呈現負向的部分支持；容易使用、沉浸得到部分支持；而群眾壓力無法顯著預測實際使用。最後，本研究依據研究成果提供Facebook服務商與想藉由社群網站行銷的公司實務上的參考，並提出後續研究建議。
The use of social network sites has become a popular phenomenon. This study contributes to our understanding by empirically investigating factors influencing user adoption of social network sites. Social network sites attracting advertisers, internet marketing and web game business participate. When the user's characteristics are not clear, try to find the user's characteristic, and explore the reasons to use social network sites.
We introduce the social network sites adoption model to examine the effect of playfulness, critical mass, trust, normative pressure, perceived ease of use, perceived usefulness and flow, will have a direct effect on actual usage. Based on empirical data from an online-survey with 309 participants. The hypothesized determinant have a sig-nificant direct effect on actual usage, with playful interaction was the strongest indica-tors. The trust was partially supported and negative effect. Perceived ease of use and flow were partially supported. However, normative pressure didn’t predict actual usage significant. Finally, based on the results of this study provide for service provider and the business want to social network marketing practical reference and subsequent re-search suggestion.
