| 摘要: | 隨著網路應用的普及化與資訊傳播科技的發展，人與人之間的溝通傳遞方式也隨著行動社群網站之發展而改變。本研究以Facebook社群網站為研究背景，旨在探討影響使用者對於行動社群網站之使用意願。研究架構以「科技接受模式」為基礎，並增加「知覺娛樂性」構面，以此為行動社群網站採用的理論模式。研究對象以Facebook使用者為主，採用網路問卷調查法，共回收255份有效樣本進行量化統計分析。
研究結果顯示：(1)「知覺有用性」、「知覺易用性」、「知覺娛樂性」對行動社群網站對於「使用意願」具有顯著影響；(2)「知覺易用性」與「知覺娛樂性」對於「知覺有用性」具有顯著影響；(3)「知覺易用性」會正向影響「知覺有用性」與「知覺娛樂性」。
With the popularization of internet application and information communication technologies (ICTs) development, the relationships and the ways of communication link between people have changed greatly. This paper, aims to study the background of Facebook, and to investigate the actions of the Social Network Service on Mobile platforms in case of the use of willingness. The research framework is redesigned based on Technology Acceptance Model, with the Perceived Playfulness aspect attached, as a mobile community site used scenarios theoretical model. In the questionnaire, total of 255 responses were gathered and analyzed via SPSS.
The results show the following: (1) Perceived Usefulness, Perceived Ease of Use and Perceived Playfulness have the positive influence on Behavior Intention of Facebook on Mobile. (2) Perceived Ease of Use and Perceived Playfulness have the influence on Perceived Usefulness. (3) Perceived Ease of Use has the positive influence on Perceived Usefulness and Perceived Playfulness. |
