探討微網誌使用者持續使用意圖之研究

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姓名

李恩齊(Eh-chi Li) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討微網誌使用者持續使用意圖之研究
(Exploring Microbloggers' Continuance Intention)

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[文章引用]

[完整記錄]

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至系統瀏覽論文 ( 永不開放)

摘要(中)

隨著Web2.0概念發展，新的傳播管道讓資訊傳遞更加多元與便利，世界各地越來越多Web 2.0概念的服務相繼出現，而在2008年美國總統歐巴馬利用微網誌Twitter打贏總統大選之後，微網誌熱潮更在全球不斷發燒。2009年微網誌熱潮幾乎達到頂峰，包括Twitter、Plurk（噗浪）與Buboo等微網誌掀起一股席捲全球的浪潮，如果說部落格( Blog )是2005年網路應用的新顯學，那麼2009年的網路殺手級應用，非微網誌莫屬。
包括微網誌在內的社交網路服務，其成功與否取決於使用者的停留與持續參與，本研究將探討影響使用者持續使用微網誌服務的因素。本研究使用模式整合了資訊接受模式與資訊系統持續使用模式，並結合微網誌特色之構面—「知覺互動性」與「知覺有趣性」，希望藉由問卷的發送及統計分析方法，找出這些因素與微網誌使用者持續使用意圖之間的關係。
本研究進行相關統計分析以及結構方程模式驗證，研究結果顯示「資訊品質」與「確認程度」對於「知覺有用性」有正向且顯著影響，「知覺有用性」與「知覺互動性」對於「使用者滿意度」有正向且顯著影響，最後「使用者滿意度」可用以強烈預測「持續使用意圖」。

摘要(英)

With the development of web2.0, emerging communication channels made information delivery more diverse and convenient. There are an increasing number of online services based on web2.0 all over the world. Microblogs, which have been one of the most popular web applications, are well known for the assisting Barack Obama to win the U.S. president election in 2008 through the use of Twitter. Microblogging fever had been by no means ever hotter in 2009, microblogs such as Twitter, Plurk and Buboo are globally embraced. If bolgs were the most prominent internet applications back in 2005, then microblogs are definitely the killer application of internet use in 2009.
Social network services including microblogs are said to achieve success only if users are continually using the service. This study explores the reason why people continued using microblogs. The framework of this study integrates the model from both information acceptance studies and IS continuance studies, combined with several factors featuring microblogs that makes the research model fits into the subject. Through questionnaire survey and statistical analysis, our study tries to figure out how microbloggers’ continuance intention is formed.
The study has built a research model based on literatures. We further analyze the data through statistical software to confirm hypothesizes, and the result shows that:
1. “Perceived Usefulness” will be positively influenced by “Information Quality” and “Confirmation”.
2. “User satisfaction” will be positively influenced by “Perceived Usefulness” and “Perceived Interactivity”.
3. “Continuance intention” will be positively influenced by “User satisfaction”.

關鍵字(中)

★ 持續使用意圖
★ 微網誌
★ 期望確認理論

關鍵字(英)

★ IS continuance
★ Microblog
★ Expectation-Confirmation Theory ( ECT )

論文目次

論文摘要 i
Abstract ii
致謝 iii
圖目錄 iv
表目錄 v
第一章緒論 1
第一節研究背景 1
第二節研究動機 3
第三節研究目的 5
第四節研究流程與架構 6
第二章文獻探討 9
第一節 Web 2.0與部落格 9
第二節微網誌的定義與發展 11
第三節資訊接受模式 20
第四節資訊系統持續使用模式 24
第五節微網誌之互動性與有趣性 26
第三章研究方法 30
第一節研究概念架構 30
第二節研究假設 31
第三節變數的定義與衡量 36
第四節研究設計 44
第四章資料分析 46
第一節問卷內容效度檢測 46
第二節研究前測分析 46
第三節樣本結構分析 49
第四節結構方程模式分析 65
第五章研究結論與建議 71
第一節研究結論 71
第二節研究貢獻 76
第三節研究限制 78
第四節後續研究建議 79
參考文獻 81
附件本研究正式問卷 88

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指導教授

粟四維(Wesley Shu)

審核日期

2010-7-14

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