影響社群APP使用意圖之因素研究-以臉書APP為例

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题名:	影響社群APP使用意圖之因素研究-以臉書APP為例
作者:	李政諺;LI,ZHENG-YAN
贡献者:	資訊管理學系
关键词:	社群APP;使用意圖;社會影響;沉浸經驗;social network websites APP;adoption intention;social influence;flow experience
日期:	2013-07-22
上传时间:	2013-08-22 12:11:34 (UTC+8)
出版者:	國立中央大學
摘要:	隨著行動網路的興起，智慧型手機的使用者越來越多，以往許多於傳統網路的電腦功能逐漸被移植到智慧型手機上。其中，社群網站的應用是智慧型手機的三大關鍵用途之一。只要下載了社群網站的APP，智慧型手機的使用者就可以透過該APP連結到社群網站。相較於以往的社群的參與，這些擁有智慧型手機的使用者可以透過社群網站的APP來進行傳統的通話功能。本研究想要研究的因素包含有用性、樂趣性、專門性是否會影響到使用社群APP的價值認知，進而影響使用社群APP的使用意圖。此外，研究架構亦納入了社會的影響，以及對於網頁版社群網站的沉浸經驗是否會影響到社群APP的使用意圖。研究結果顯示，有用性、樂趣性、專門性顯著影響到社群APP的價值認知，進而影響到社群APP的使用意圖。此外，社會的影響、對網頁版社群網站的沉浸經驗也確實會影響到社群APP使用意圖。近來社群APP的廠商逐漸興起，該市場也逐漸越變越競爭，本研究的結果可以提供廠商一個很好的指引，廠商可以利用本研究的結果了解影響使用者使用社群APP的因素，並可以利用這些因素來思考相關的政策，如產品上的改進或行銷上的策略，以提供更有競爭力的產品，提高該品牌於市場上的競爭力。 With the rise of the mobile internet, smart phone users have been more and more. Many traditional network computer functions have being transforms into the version of smartphone gradually. Among them, the social network websites is one of the three key purposes of smartphone. Just download a social network websites APP, smartphone users can link to the social network through the APP. Compared to the past, like traditional call, a smart phone users can be able to communicate with others through social network websites APP. The factors that this study used include usefulness, enjoyment and technicality. We want to understand is this will affect the perceived value of social network websites APP, thereby affecting the intention of using the social network websites APP? In addition, social influence and flow experience are included in our framework. We want to understand if the two factors will affect the intention of using the social network websites APP or not. The results showed that, usefulness, enjoyment, technicality significantly affect the perceived value of social network websites APP, and the perceived value of social network websites APP significantly affect intention of using the social network websites APP. In addition, social influence and flow experience significantly affect intention of using the social network websites APP. Recently, a lot of social network websites APP companies start business, and the market is also gradually getting competition. The results of this study may provide a good guideline to the companies. They can use the result to understand the factors that influence people to choose social network websites APP, and use the factors to think the relevant policies something like product improvement or marketing strategy. In the end, they can enhance the brand's competitiveness in the market.
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