| 摘要: | 透過智慧型手機之適地性服務功能(location-based service, LBS)與社交網絡 Facebook衍生出的打卡行為已廣為社會大眾使用。但在學術界與實務界對於Facebook近年來增加的打卡功能方面的研究仍相當缺乏，因此本研究利用使用與滿足理論(uses & gratification theory, U&G)來探討究竟使用智慧型手機Facebook打卡的動機與滿足效果為何，並結合深度訪談法與問卷調查方式。
本研究回收問卷450份，合計有效問卷樣本443份。研究結果發現消費者使用智慧型手機於Facebook打卡的動機包括(與朋友進一步互動、表達自己想法、遇到志同道合的人、有趣、好玩、感到寂寞、交新朋友、打發時間、向朋友炫耀、受同儕影響、想引人注目等)；打卡滿足的效果則包括(發現喜歡我的人、獲得他人支持、幫助他人、記錄新鮮事與他人分享、向朋友宣佈事情、打卡折扣、免費資訊、分享生活點滴、使自己振奮、打卡很自在、能使用打卡感到很滿意等)。
因此，探討透過智慧型手機適地性服務功能於Facebook打卡這項新的科技，再經由過去研究文獻探討指出，以使用與滿足理論為最適合用來解釋消費者使用新的科技動機。
Through smart phone's location-based services (location-based service, LBS) and social network facebook derived check-in behavior has been widely used for the community. But in academia and practitioners in recent years to increase the check-in for facebook functional aspects of research is still quite lacking, so this study uses and gratifications theory (uses & gratification theory, U & G) to investigate whether the use of smartphones motivation and check-in facebook Why meet results, combined with depth interview and questionnaire survey.
In this study, 450 questionnaires, a total sample of 443 valid questionnaires. The results found that consumers use smart phones to facebook check-in motives include (further interaction with friends, to express their ideas, meet like-minded people, fun, fun, feel lonely, make new friends, pass the time, show off to friends, by the peer in-fluence, like striking, etc.); check-in meet results include (find people like me to get the support of others, help others, to share with others recorded novelty to a friend announce things, check-in discounts, free information, sharing life bit by bit, to make themselves inspired, check-in very comfortable, very satisfied with check-in can be used, etc.).
Therefore, to explore through a smartphone location-based service functions in facebook check-in this new technology, and then through past research literature that uses and gratifications theory as to the most suitable to explain the motivation for consumers to use new technology. |
