近年來Facebook的使用人數不斷的成長增加，各項資料都顯示Facebook已經成為最熱門的社群網站平台。過去以行為觀點研究Facebook使用行為的文獻中，探討了社會影響對Facebook使用行為的直接影響，以及Facebook使用者的使用動機。因此本研究主要在探討知覺社會影響透過使用動機對Facebook使用行為的間接影響，並對照其對Facebook使用行為的直接影響。此外也探討社會資本與知覺社會影響和Facebook使用行為之間的關係。 本研究採用問卷調查法，透過線上問卷的方式設計並發放問卷，總共收集了617份Facebook使用者的有效樣本，並進行結構方程模型分析。研究結果發現以下二點：(1) 知覺社會影響對Facebook使用行為的直接影響與間接影響都是顯著的，而且透過使用動機對Facebook使用行為的間接影響，比直接影響更大；(2)社會資本與Facebook使用行為和知覺社會影響之間都是正向相關，除了呼應縱斷面研究文獻所發現使用Facebook有助於社會資本的建立，本研究針對其管理和實務意涵均有討論。 In recent years, the number of the Facebook users has been tremendously increasing, and many reports indicated that the Facebook had become the most popular social network platform. Most of the behavioral literatures on the Facebook user behaviors explored the direct impacts of social influences and the motivations of Facebook users. The main purpose of this study is to examine the indirect impacts of social influences on the Facebook user behaviors through the user motivations, and contrast with the direct impacts of social influences. The correlation between social capitals and social influences, and that between social capitals and the Facebook user behaviors are also studied. Using the online survey method, we collected 617 valid questionnaires from Facebook users with mySurvey platform. The structural equation modeling analysis is conducted. The research findings are as follows. First, the direct and indirect impacts of social influences on the Facebook user behaviors are both significant, and the indirect impacts are greater than the direct ones. Second, the correlation between social capitals and social influences, and that between social capitals and the Facebook user behaviors are both positive, which is in accordance with the results from longitudinal literature that using Facebook helps build social capitals. This study also discusses the managerial and practical implications.
