以科技接受模式、知覺娛樂性與從眾行為探討虛擬社群的使用意圖─以Facebook為例

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吳靜宜(Ching-yi Wu) 查詢紙本館藏

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企業管理學系

論文名稱

以科技接受模式、知覺娛樂性與從眾行為探討虛擬社群的使用意圖─以Facebook為例
(TAM, Perceived Playfulness and Conformity toward Behavior Intention of Virtual Community: An Empirical Study)

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摘要(中)

由於虛擬社群的蓬勃發展，使得人們的溝通不再侷限於實體生活當中，而不受地理限制進一步延伸至網際網路上，人與人之間的無形情感在虛擬世界中真實的呈現出來。隨著虛擬社群的多元發展，社群網絡的發展有可能是從實際生活中延伸至網際網絡上，與過去先在虛擬社群中建立關係後才有機會延伸至真實世界中的情況大不相同。另外，虛擬社群不再像過往只提供單一種功能，而是已能同時滿足使用者溝通、娛樂、資訊獲取等多種面向的需求，導致若使用科技接受模式單一理論來探究虛擬社群的使用意圖，將產生解釋力不足的現象。故依據虛擬社群互動與娛樂的特性，以科技接受模式為研究基礎，加入從眾行為因子與知覺娛樂性兩種因素，探討影響虛擬社群使用意圖的關鍵因素為何。本研究以目前相當熱門的虛擬社群Facebook其使用者為研究對象，採用問卷方式與結構方程模式進行假說驗證。本研究結果發現知覺有用性、知覺易用性與知覺娛樂性會對虛擬社群的使用意圖產生影響，而透過從眾因素當中的資訊性影響也會間接增加虛擬社群的使用意圖，但從眾因素當中的另一規範性影響則不會對使用意圖產生任何作用。

摘要(英)

With the rapid development of virtual community, the communication of people is no longer limited in the real life, and further to the network without restricted by geography. The interpersonal intangible sense of love comes true and shown on the virtual world. Along with the variety of virtual communities the development of community that people probably built the relationships first on the Internet in the past. But nowadays, people built the relationships first in the real world.
Virtual community is multi-function, and also provides the need of communication, entertainment, information etc. If only use the single theory of TAM to find out the behavior intention of virtual community, lack of explanatory power will be a problem. So according to the characteristic of interaction and entertainment, based on the TAM, together with conformity and perceived playfulness, find out the key reason to influence the behavior intention of virtual community. A structural equation modeling (SEM) approach was employed to analyze respondents’ intention of virtual community Facebook.
As the result of this study, the perceived usefulness, perceived ease of use and perceived playfulness could influence the behavior intention of virtual community, the informational influence also plays an role in behavior intention of virtual community, but normative influence which in the conformity cannot working in the behavior intention of virtual community.

關鍵字(中)

★ 資訊性影響
★ 知覺娛樂性
★ 科技接受模式
★ 虛擬社群
★ 規範性影響

關鍵字(英)

★ Virtual community
★ TAM
★ Perceived playfulness
★ Normative influence
★ Informational influence

論文目次

第一章緒論 1
第一節研究背景與動機 1
第二節研究問題與目的 4
第三節研究流程 5
第二章文獻探討 6
第一節科技接受模式 6
第二節從眾行為 13
第三節虛擬社群與科技接受模式、知覺娛樂性、從眾行為 16
第三章研究方法 18
第一節研究架構 18
第二節研究假設 19
第三節變數之定義與衡量 23
第四節研究範圍與對象 28
第四章研究結果 32
第一節敘述性統計分析 32
第二節信度與效度分析 38
第三節相關分析 44
第四節整體模式配適分析 45
第五節研究假說驗證分析 47
第五章實證結論與建議 51
第一節研究結論 51
第二節管理意涵 54
第三節研究限制與建議 57
參考文獻 59
附錄一本研究問卷 69
圖目錄
圖1-1 研究流程 5
圖2-1 科技接受模型 7
圖3-1 研究架構圖 18
圖4-1 驗證性因素分析模式架構 39
圖4-2 本研究之結構方程式模型 48
表目錄
表2-1 TAM外部變數相關研究 8
表2-2 知覺娛樂性相關研究 12
表3-1 知覺有用性之定義與衡量問題 23
表3-2 知覺易用性之定義與衡量問題 24
表3-3 知覺娛樂性之定義與衡量問題 25
表3-4 規範性之定義與衡量問題 25
表3-5 資訊性之定義與衡量問題 26
表3-6 態度之定義與衡量問題 27
表3-7 使用意圖之定義與衡量問題 27
表4-1 樣本基本資料整理 33
表4-2 研究變項之敘述性統計分析表 36
表4-3 個別項目之信度分析表 40
表4-4 內部一致信度分析彙整表 41
表4-5 構面相關係數與平均變異萃取平方根 43
表4-6 研究構面相關矩陣 44
表4-7 整體模型配適度指標衡量結果 45
表4-8 假說檢定結果列表 47
表4-9 本研究模式之各項效果彙整表 49

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指導教授

洪秀婉、陳春希
(Shiu-wan Hung、Chun-hsi Chen)

審核日期

2010-7-20

推文