個人社會網絡服務使用行為之研究：整合使用與滿足理論和媒體系統依賴理論

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：19

、訪客IP：18.221.79.26

姓名

黃心怡(Hsin-Yi Huang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

個人社會網絡服務使用行為之研究：整合使用與滿足理論和媒體系統依賴理論
(Exploring Individual's Social Network Services Usage: An Integration of Uses and Gratifications Theory and Media System Dependency Theory)

相關論文

★ 網站設計探討—以國內外連鎖飯店集團為例	★ 智慧型手機使用者介面與消費者態度之關聯
★ 零售業全通路策略分析 -以Family Mart為例	★ 應用服務藍圖及顧客旅程優化汽車租賃業之服務流程: 以某汽車租賃業為例
★ 顧客對折扣促銷的評價－探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響	★ 網路拍賣中外部線索的一致性:在不同的資訊不對稱程度下，起始價格以及賣方聲譽對於拍賣結果影響之探討。
★ 影響金融服務業之多重通路使用者評估通路整合性的因素	★ 影響網路口碑行為意圖之因素分析
★ 在多通路環境中，實體通路的存在如何影響顧客決策	★ 混合情緒操控與間接體驗產品途徑對消費者之影響－以創新產品為主
★ 服務業不同廣告型式的效果如何受消費者性別及代言人類型而改變	★ 消費者於多通路環境下之跨通路搭便車行為之決定因素
★ 如何撰寫較好的網路口碑	★ 探討線上環境中互動與故事對廣告效果之影響
★ 不同決策特質與搜尋時間壓力下部落格設計與使用者滿意度之探討	★ 主購社群關係與主購經驗分享對網路合購行為因素影響之探討

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

線上使用者對於網站的黏著性，是所有網站成功的關鍵因素。藉由探討社會網絡服務網站的使用情境，本研究提出了一研究模型來調查使用者的使用動機，以及調節變數–習慣之角色，以用來了解此變數是否會對滿意度與黏著性的關係產生影響。在此，我們整合了二個知名的大眾傳播理論：媒體系統依賴理論及使用與滿足理論，以探討使用者的線上社會網絡服務使用行為。為了更進一步地了解使用者的動機，本研究將三種動機：理解依賴關係、定向依賴關係及娛樂依賴關係建構成形成性的二階構面。其次，擬社會人際互動則被視為是一種人際間的涉入，而本研究假設其會受到動機的正向影響，且擬社會人際互動的程度愈深，使用者對於社會網絡服務使用的滿意度就會愈高。最後，我們也假設使用者對於社會網絡服務網站的滿意程度則會正向地影響使用者對於此網站的黏著性，而習慣則會負向地調節滿意度與黏著性的關係。本研究之樣本來源為Facebook之使用者，有效填答者為706位，而所有的研究假說皆得到了顯著性地支持。研究結果指出，使用者使用社會網絡服務的動機愈強，則他們在使用過程中的人際涉入也會比較高；而較高的人際涉入也會帶來較高的滿意程度；較高的滿意度則可增加使用者對於網站的黏著性。此外，使用者使用社會網絡服務的習慣，會降低滿意度對黏著性的影響；換句話說，若是使用者養成了使用社會網絡服務的習慣，那麼滿意度對他們的黏著性而言，將不再那麼重要。最後，研究結果的理論與實務意涵也會在本研究中加以討論。

摘要(英)

Online user stickiness is critical for the success of any website. Focusing on Social Network Services sites, this study proposes a research model for investigating the motivations and the moderating role of habit between gratification and stickiness. This research integrates two influential media communication theories: Media System Dependency Theory and Uses and Gratifications Theory, to examine online SNSs behaviors. In order to comprehend online users’motivations in depth, the three motivations (understanding, orientation and play dependency relations) are constructed as the formative second-order constructs. The parasocial interaction is constructed as an interpersonal involvement which is positively affected by the motivations. The more intense the parasocial interaction, the more gratification obtained from the SNSs. Finally, gratification positively affects individual stickiness on a given SNSs site. Further, we also argue that habit moderates the impact of gratification on stickiness. Data collected from 706 online users of Facebook provides strong support for all the hypotheses. Results indicate that the higher level of the motivations, the higher the level of interpersonal involvement of online users. In addition, gratification received from the SNSs usage is positively induced by the frequent interaction with the website. And then, the more gratification perceived by the online users, the more intentions they want to revisit the website. The data also show that a stronger habit deflates the effect of gratification and stickiness. Implications of these findings are discussed for researchers and practitioners.

關鍵字(中)

★ 黏著性
★ 習慣
★ 使用與滿足理論
★ 媒體系統依賴理論
★ 社會網絡服務

關鍵字(英)

★ Social Network Services
★ Media System Dependency Theory
★ Uses and Gratifications Theory
★ Habit
★ Stickiness

論文目次

ABSTRACT..................................................I
論文提要.................................................II
致謝辭..................................................III
1. INTRODUCTION........................................1
1.1 Research Background and Motivation..................1
1.2 Research Objectives.................................3
2. THEORETICAL BACKGROUND..............................5
2.1 The Social Network Services Usage...................5
2.2 Uses and Gratifications Theory.....................10
2.2.1 History of Uses and Gratifications Theory..........11
2.2.2 Basic assumptions of Uses and Gratifications Theory...................................................18
2.2.3 Development of the Uses and Gratifications Paradigm.................................................20
2.2.4 Uses and Gratifications for the Internet...........22
2.3 Media System Dependency Theory.....................24
2.3.1 Individual MSD Relations as Individual Motivations.26
2.3.2 Individual MSD Relations as Second-order Constructs...............................................34
2.3.3 The differences and similarity between U&G and MSD.36
2.4 Parasocial Interaction.............................37
2.4.1 Parasocial Interaction as an Interpersonal Involvement..............................................40
2.5 Habit..............................................41
2.5.1 Habit and the Uses and Gratifications Theory.......43
2.6 Stickiness.........................................45
3. RESEARCH MODEL AND HYPOTHESES......................46
3.1 Individual MSD Relations and Parasocial Interaction..............................................48
3.1.1 Understanding Dependency Relations and Parasocial Interaction..............................................48
3.1.2 Orientation Dependency Relations and Parasocial Interaction..............................................50
3.1.3 Play Dependency Relations and Parasocial Interaction..............................................51
3.2 Parasocial Interaction and Gratification...........52
3.3 Gratification and Stickiness.......................54
3.4 Moderating Effect of Habit on the Relationship between Gratification and Stickiness.....................55
3.5 Control Variables..................................56
4. RESEARCH METHODOLOGY...............................57
4.1 Measurement Development............................57
4.2 Survey Administration..............................60
4.3 Pre-test and Pilot Test............................61
4.4 Data Analysis......................................61
4.4.1 Measurement Model..................................63
4.4.2 Structural Model...................................67
5. CONCLUSIONS AND IMPLICATIONS.......................71
5.1 Summary of Results.................................71
5.2 Implications for Theory............................73
5.3 Implications for Practice..........................76
5.4 Limitations........................................77
5.5 Conclusions........................................78
Reference................................................80
Appendix A. 研究問卷.....................................94

參考文獻

Reference
1.Aarts, H., Verplanken, B. & van-Knippenberg, A. (1998) Predicting behavior from actions in the past: repeated decision making or a matter of habit? Journal of Applied Social Psychology, 28, 1355-1374.
2.Alcañiz, E.B., Blas, S.S. & Torres, F.T. (2006) Dependency in consumer media relations: an application to the case of teleshopping. Journal of Consumer Behaviour, 5, 397-410.
3.Alexa. (2011) “Alexa Top Sites”. (accessed June 01, 2011), [available at http://www.alexa.com/topsites].
4.Altman, I. & Taylor, D.A. (1973) Social penetration: the development of interpersonal relationships. New York: Holt, Rinehart & Winston.
5.Anderson, R.E. & Srinivasan, S.S. (2003) E-Satisfaction and E-Loyalty: a contingency framework. Psychology & Marketing, 20, 123-138.
6.Armstrong, A.G. & Hagel, J. (1996) The real value of online communities. Harvard Business Review, 74, 134–141.
7.Armstrong, C. & Rubin, A. (1989) Talk radio as interpersonal communication. Journal of Communication, 39, 84-94.
8.Auter, P.J. (1992) TV that talks back: an experimental validation of a parasocial interaction scale. Journal of Broadcasting & Electronic Media, 36, 173-181.
9.Ballantine, P.W. & Martin, B.A.S. (2005) Forming parasocial relationships in online communities. Advances in Consumer Research, 32, 197-201.
10.Ball-Rokeach, S.J. & DeFleur, M. (1976) A dependency model of mass media effects. Communication Research, 3, 3-21.
11.Ball-Rokeach, S.J. & Reardon, K. (1988) Monologue, dialogue and telelogue: comparing an emerging form of communication with traditional forms. In: Advancing communication science: Merging mass and interpersonal processes, Hawkins, R., Wieman, S. & Pingree, S. (eds.), pp. 135-161. Newberry Park, CA: Sage.
12.Ball-Rokeach, S.J. (1985) The origins of individual media-system dependency: a sociological framework. Communication Research, 12, 485-510.
13.Ball-Rokeach, S.J. (1998). A theory of media power and a theory of media use: different stories, questions and ways of thinking. Mass Communication & Society, 1, 5-40.
14.Ball-Rokeach, S.J., Power, G.F. & Kendall, K. (1990) Value-framing abortion in the united states: an application of media system dependency theory. International Journal of Public Opinion Research, 2, 249-273.
15.Ball-Rokeach, S.J., Rokeach, M. & Grube, J. (1984) The Great American Values Test: Influencing Behavior and Belief Through Television. New York: The Free Press.
16.Bargh, J.A. (1988) Automatic information processing: implications for communication and affect. In: Communication, social cognition, and affect, Donohew, L., Sypher, H.E. & Higgins, E.T. (eds), pp.9-32. Hillsdale, NJ: Lawrence Erlbaum.
17.Bargh, J.A. (1994) The four horsemen of automaticity: awareness, intention, efficiency, and control in social cognition. In: Handbook of social cognition, Wyer, R.S. & Srull, T.K. (eds.), pp. 1-40. Hillsdale, NJ: Lawrence Erlbaum .
18.Bargh, J.A. (1996) Automaticity in social psychology. In: Socialpsychology: Handbook of basic principles, Higgins, E.T. & Kruglanski, A.W. (eds.), pp. 169-183. New York, NY: Guilford.
19.Bargh, J.A. (2002) Losing consciousness: automatic influences on consumer judgment, behavior, and motivation. Journal of Consumer Research, 29, 280-285.
20.Barnes, J.A. (1954) Class and committees in a Norwegian island parish. Human Relations, 7, 39–58.
21.Beatty, S. E. & Smith, S. M. (1987) External search effort: an investigation across several product categories. Journal of Consumer Research, 14, 83–95.
22.Berelson, B. (1949) What “missing the newspaper” means. In: Communications Research, 1948-49, Lazarsfeld, P.F. & Stanton, F.N. (eds.). New York: Duell, Sloan & Pearce.
23.Berelson, B. (1959) The State of Communication Research. Public Opinion Quarterly, 23, 1-6.
24.Berger, C. (1986) Uncertain outcome values in predicted relationships: uncertainty reduction theory then and now. Human Communication Research, 13, 34–38.
25.Bhattacherjee, A. (2001) Understanding information systems continuance: an expectation-confirmation model. MIS Quarterly, 25, 351–370.
26.Blumler, J.G. & Katz, E. (1974) The Uses of Mass Communication: Current Perspectives on Gratification Research. London: Sage.
27.Blumler, J.G. & McQuail, D. (1968) Television in politics: Its uses and influences. Chicago: University of Chicago press.
28.Bogart, L. (1980) Television news as entertainment. In: The entertainment functions of television, Tannenbaum, P.H. (ed.), pp. 209-249. Hillsdale, NJ: Eribaum.
29.boyd, d.m. & Ellison, N. (2007) Social network sites: definition, history, and scholarship. Journal of Computer-Mediated Communication, 13, 210-230.
30.Brandtzæg, P.B. & Heim, J. (2009) Why people use social networking sites. Lecture Notes in Computer Science, 5621, 143–152.
31.Brown, J.R., Cramond, J.K. & Wilde, R.J. (1974) Displacement effects of television and the child’s functional orientation to media. In: The Uses of Mass Communication: Current Perspectives on Gratification Research, Blumler, J.G. & Katzs, E. (eds), pp.93-112. London: Sage.
32.Capraro, A., Broniarczyk, J. & Srivastava, R.K. (2003) Factors influencing the likelihood of customer defection: the role of consumer knowledge. Journal of the Academy of Marketing Science, 31, 164–175.
33.Chang, S.E. & Pan, Y.H.V. (2009) Exploring factors influencing mobile users’ intention to adopt multimedia messaging service. Behaviour & Information Technology, iFirst article (published online), 1-14.
34.Chaudhuri, A. (1999) Does brand loyalty mediate brand equity outcomes? Journal of Marketing Theory and Pratice, 7, 136-146.
35.Chen, G.M. (2011) Tweet this: a uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in Human Behavior, 27, 755-762.
36.Chin, W. W. (1998) The partial least squares approach for structural equation modeling. In: Modern Methods for Business Research, Marcoulides, G.A. (ed.), pp. 295-336. Hillsdale, NJ: Lawrence Erlbaum Associates.
37.Chin, W.W. (1998) Issues and opinions on structural equation modeling. MIS Quarterly, 22, 7-16.
38.Chin, W.W. & Newsted, P.R. (1999) Structural equation modeling analysis with small samples using partial least squares. In: Statistical Strategies for Small Sample Research, Hoyle, R.H. (ed.), pp. 307-341. Thousand Oaks, CA: Sage Publications.
39.Chin, W.W., Marcolin, B.L. & Newsted, P.R. (2003) A Partial Least Squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and electronic-mail emotion/adoption study. Information Systems Research, 14, 189-217.
40.Cohen, J. (1988) Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Lawrence Erlbaum.
41.Cole, T. & Leets, L. (1999) Attachment styles and intimate television viewing: insecurely forming relationships in a parasocial way. Journal of Social and Personal Relationships, 16, 495-511.
42.Conway, J.C. & Rubin, A.M. (1991) Psychological predictors of television viewing motivation. Communication Research, 18, 443-463.
43.Cooper, R.B. & Zmud, R.W. (1990) Information technology implementation research: a technological diffusion approach. Management Science, 36, 123–199.
44.Davis, F.D. (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, 319-340.
45.DeFleur, M.L. & Ball-Rokeach, S.J. (1989) Theories of Mass Communication, 5th edn. NY: Longman.
46.Dewey, J. (1922) Human nature and conduct. New York: Holt.
47.Diamantopoulos, A. & Siguaw, J.A. (2006) Formative versus reflective indicators in organizational measure development: a comparison and empirical illustration. British Journal of Management, 17, 263-82.
48.Diddi, A. & LaRose, R. (2006) Getting hooked on news: uses and gratifications and the formation of news habits among college students in an Internet environment. Journal of Broadcasting & Electronic Media, 50, 193-210.
49.Dodds, P. S., Muhamad, R. & Watts, D.J. (2003) An experimental study of search in global social networks. Science, 301, 827–829.
50.Donath, J. (2007) Signals in social supernets. Journal of Computer-Mediated Communication, 13, 231-251.
51.Eighmey, J. (1997) Profiling user responses to commercial web site. Journal of Advertising Research, 37, 59-66.
52.Elliott, P. (1974) Uses and gratifications research: a critique and a sociological alternative. In: The uses of mass communications: Current perspectives on gratifications research, Blumler, J.G. &E. Katz, E. (eds.), pp. 249–268. Beverly Hills, CA: Sage.
53.Ellison, N., Steinfield, C. & Lampe, C. (2007) The benefits of Facebook “friends:” social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12, 1143-1168.
54.Facebook Statistics. (2011) (accessed June 01, 2011), [available at http://www.facebook.com/press/info.php?statistics].
55.Ferguson, D. A. & Perse, E.M. (2000) The World Wide Web as a functional alternative to television. Journal of Broadcasting and Electronic Media, 44, 155-174.
56.Flaherty, L.M., Pearce, K.J. & Rubin, R.B. (1998) Internet and face-to-face communication: not functional alternatives. Communication Quarterly, 46, 250–268.
57.Fornell, C. & Larcker, D.F. (1981) Evaluating structural equation models with unobservable and measurement error. Journal of Marketing Research, 18, 39-50.
58.Galloway, J.J. & Meek, F.L. (1981) Audience uses and gratifications: an expectancy model. Communication Research, 8, 435-450.
59.Garramone, G.M., Harris, A.C. & Anderson, R. (1986) Uses of political computer bulletin boards. Journal of Broadcasting & Electronic Media, 30, 325–339.
60.Gefen, D. & Straub, D. (2005) A practical guide to factorial validity using pls-graph: tutorial and annotated example. Communications of the Association for Information Systems, 16, 91-109.
61.Gefen, D. (2002) Customer loyalty in e-commerce. Journal of the Association for Information Systems, 3, 27–51.
62.Gefen, D. (2003) TAM or just plain habit: a look at experienced online shoppers. Journal of End User Computing, 15, 1-13.
63.Gerson, W. (1966) Mass media socialization behavior: Negro–Whites differences. Social Forces, 45, 40–50.
64.Grant, A.E., Guthrie, K.K. & Ball-Rokeach, S.J. (1991) Television shipping: a media system dependency perspective. Communication Research, 18, 773-798.
65.Greenberg, S.B. (1974) Gratifications of television viewing and their correlates for British children. In: The Uses of Mass Communications, Blumer, J. & Katz, E. (eds.). Beverley Hills, CA: Sage.
66.Guariglia, A. & Rossi, M. (2002) Consumption, habit formation, and precautionary saving: evidence from the british household panel survey. Oxford Economic Papers, 54, 1-19.
67.Heeter, C. & Greenberg, B. (1985) Cable and program choice. In: Selective Exposure to Communication, Zillmann, D. & Bryant, J. (eds.), pp. 203–224. Hillsdale, NJ: Lawrence Erlbaum.
68.Herzog, H. (1940) Professor quiz: a gratifications study. In: Radio and the printed page, Lazarsfeld, P. (ed.), pp. 64–93. New York: Duell, Sloan & Pearce.
69.Herzog, H. (1944) What do we really know about daytime serial listeners? In: Radio Research,1942-43, Lazarsfeld, P.F. & Stanton, F.N. (eds.), pp.3-33. New York: Duell, Sloan & Pearce.
70.Hoerner, J. (1999) Scaling the web: a parasocial interaction scale for world wide web sites. In: Advertising and the World Wide Web, Schumann, D. W., & Thorson, E. (eds.), pp.135-147. New Jersey: Lawrenece Erlbaum.
71.Hoffman, D.L. & Novak, T.P. (1996) Marketing in hypermedia computer- mediated environments: conceptual foundations. Journal of Marketing, 60, 50- 68.
72.Horton, D. & Wohl, R.R. (1956) Mass communication and para-social interaction: observations on intimacy at a distance. Psychiatry, 19, 215-29.
73.Houghton-Larsen, R. (1982) Patterns of media use related to gratifications sought. Canadian Journal of Communication, 8, 42-55.
74.Hsieh, J.J.P.-A., Rai, A. & Keil, M. (2008) Understanding digital inequality: comparing continued use behavioral models of the socio-economically advantaged and disadvantaged. MIS Quarterly, 32, 97–126.
75.Hsu, C.W. (2007) Staging on the Internet: research on online photo album users in Taiwan with the spectacle/performance paradigm. Cyberpsychology & Behavior, 10, 596-600.
76.Hull, C.L. (1943) Principles of behavior: an introduction to behavior theory. New York, NY: Appleton-Century-Crofts.
77.James, W. (1890) The Principles of Psychology. New York: Henry Holt & Co..
78.Jarvis, C.B., Mackenzie, S.B. & Podsakoff, P.M. (2003) A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of Consumer Research, 30, 199-218.
79.Jenson, K. & Rosengren, K. (1990) Five traditions in search of the audience. European Journal of Communication, 5, 207–238.
80.Johnson, P.R. & Yang, S. (2009) Uses and gratifications of Twitter: an examination of user motives and satisfaction of Twitter use. Annual Meeting of the Association for Education in Journalism and Mass Communication, Boston, MA.
81.Joinson, A.N. (2008). Looking at, looking up or keeping up with people? Motives and use of Facebook. Conference on Human Factors in Computer Systems (CHI), Florence, Italy.
82.Jones, T.O. & Sasser, W.E.Jr. (1995) Why satisfied customers defect. Harvard Business Review, 73, 88–99.
83.Jung, T., Youn, H. & McClung, S. (2007) Motivations and self-presentation strategies on Korean-based “Cyworld” weblog format personal homepages. Cyberpsychology & Behavior, 10, 24-31.
84.Kanazawa, S. (2002) Bowling with our imaginary friends. Evolution and Human Behavior, 23, 167–171.
85.Katz, E. & Lazarsfeld, P.F. (1955) Personal influence: The part played by people in the flow of mass communications. Glencoe, IL: Free Press.
86.Katz, E. (1959) Mass Communications research and the study of popular culture: an editorial note on a possible future for this journal. Studies in Public Communication, 2, 1-6.
87.Katz, E., Blumler, J.G. & Gurevitch, M. (1974) Utilization of mass communication by the individual. In: The Uses of Mass Communications: Current Perspectives on Gratifications Research, Blumler, J.G. & Katz, E. (eds.), pp. 19-32. Beverly Hills, CA: Sage.
88.Katz, E., Gurevitch, M. & Haas, H. (1973) On the use of the mass media for important things. American Sociological Review, 38, 164–181.
89.Kaye, B.K. & Johnson, T.J. (2002) Online and in the know: uses and gratifications of the web for political information. Journal of Broadcasting and Electronic Media, 46, 54–71.
90.Kaye, B.K. (1998) Uses and gratifications of the world wide web: from couch potato to web potato. New Jersey Journal of Communication, 6, 21-40.
91.Khalifa, M. & Liu, V. (2007) Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16, 780-792.
92.Khalifa, M., Limayem, M. & Liu, V. (2002) Online consumer stickiness: a longitudinal study. Journal of Global Information Management, 10, 1–15.
93.Kim, Y., Sohn, D. & Choi, S.M. (2011) Cultural difference in motivations for using social network sites: a comparative study of American and Korean college students. Computers in Human Behavior, 27, 465-372.
94.Kline, R.B. (1998) Principles and Practice of Structural Equation Modeling. New York, NY: Guilford Press.
95.Ko, H., Cho, C.H. & Robert, M.S. (2005) Internet uses and gratifications: a structural equation model of interactive advertising. Journal of Advertising, 34, 57-70.
96.Koenig, F. & Lessan, G. (1985) Viewers’ relations to television personalities. Psychological Reports, 57, 263-266.
97.Korgaonkar, P. & Wolin, L. (1999) A multivariate analysis of web usage. Journal of Advertising Research, 39, 53-68.
98.Kurniawan, S.H. (2000a) Modeling online retailer customer preference and stickiness: a mediated structural equation model. Proceedings of PACIS 2000: Fourth Pacific Asia Conference on Information Systems: Electronic Commerce and Web-based Information Systems, Hong Kong, China.
99.Kurniawan, S.H. (2000b) Merged structural equation model of online retailer's customer preference and stickiness. Proceedings of WebNet 2000: World Conference on the WWW and Internet. San Antonio, USA.
100.Lankton, N.K., Wilson, E.V. & Mao, E. (2010) Antecedents and determinants of information technology habit. Information & Management, 47, 300-307.
101.LaRose, R. & Eastin, M.S. (2004) A social cognitive theory of Internet uses and gratifications: toward a new model of media attendance. Journal of Broadcasting & Electronic Media, 48, 358–377.
102.LaRose, R., Lin, C.A. & Eastin, M.S. (2003) Unregulated internet usage: addiction, habit, or deficient self-regulation? Media Psychology, 5, 225-253.
103.LaRose, R., Mastro, D. & Eastin, M.S. (2001) Understanding Internet usage: a social-cognitive approach to uses and gratifications. Social Science Computer Review, 19, 395-413.
104.Lasswell, H.D. (1948) The structure and function of communication in society. In: The Communication of Ideas, Bryson, L. (ed.). New York: Harper & Row.
105.Law, K. & Wong, C.S. (1999) Multidimensional constructs in structural equation analysis: an illustration using the job perception and job satisfaction constructs. Journal of Management, 25, 143-160.
106.Lazarsfeld, P.F. & Stanton, F.N. (1942) Radio Research, 1941. New York: Duell, Sloan & Pearce.
107.Levy, M.R. (1979) Watching TV news as a para-social interaction. Journal of Broadcasting, 23, 69-80.
108.Levy, M.R. & Windahl, S. (1984) Audience activity and gratifications: a conceptual clarification and exploration. Communication Research, 11, 51-78.
109.Li, D., Browne, G.J. & Wetherbe, J.C. (2006) Why do internet users stick with a specific web site? A relationship perspective. International Journal of Electronic Commerce, 10, 105-141.
110.Liang, T.P., Lai, H.J. & Ku, Y.C. (2007) Personalized content recommendation and user satisfaction: theoretical synthesis and empirical findings. Journal of Management Information Systems, 23, 45-70.
111.Lichtenstein, A. & Rosenfeld, L.B. (1984) Normative expectations and individual decisions concerning media gratification choices. Communication Research, 11, 393-414.
112.Limayem, M., Hirt, S.G. & Cheung, C.M.K. (2007) How habit limits the predictive power of intention: the case of information systems continuance. MIS Quarterly, 31, 705-737.
113.Lin, C. (1993) Modeling the gratification-seeking process of television viewing. Human Communication Research, 20, 224-244.
114.Lin, C. (1999) Uses and gratifications. In: Clarifying Communication Theories: A Hands-on Approach, Stone, G., Singletary, M. & Richmond, V.P. (eds.), pp.199-208. Wiley-Blackwell.
115.Lin, C.A. & Jeffres, L. (1998) Predicting adoption of multimedia cable service. Journalism Quarterly, 75, 251-275.
116.Lin, C.A. (2006) Predicting satellite radio adoption via listening motives, activity, and format preference. Journal of Broadcasting & Electronic Media, 50, 140-159.
117.Lin, J.C.C (2007) Online stickiness: its antecedents and effect on purchasing intention. Behaviour & Information Technology, 26, 507-516.
118.Lin, L., Hu, P.J.H., Sheng, O.R.L. & Lee, J. (2010) Is stickiness profitable for electronic retailers? Communications of the ACM, 53, 132-136.
119.Lindbladh, E. & Lyttkens, C.H. (2002) Habit versus choice: the process of decision-making in health-related behavior. Social Science & Medicine, 55, 451-465.
120.Livingstone, S.M. (1993) The rise and fall of audience research: an old story with a new ending. Journal of Communication, 43, 5-12.
121.Loges, W.E. (1994) Canaries in the coal mine: perceptions of threat and media system dependency relations. Communication Research, 21, 5-23.
122.Lometti, G.E., Reeves, B. & Bybee, C.R. (1977) Investigating the assumptions of uses and gratifications research. Communication Research, 4, 321–328.
123.Louis, M.R. & Sutton, R.I. (1991) Switching cognitive gears: from habits of mind to active thinking. Human Relations, 44, 55-76.
124.Maciag, G.A. (2000) Web portals usher in, drive away business. National Underwrite, 104, 19-20.
125.March, J. G. & Simon, H. (1958) Organizations. New York: John Wiley and Sons.
126.Marketing Science Institute. (2011) Research Priorities: 2008–2010 Guide to MSI Research Programs and Procedures. (accessed June 01, 2011), [available at http://www.msi.org/pdf/MSI_RP08-10.pdf].
127.Martin, N. (2008) Habit: The 95% of Behavior Marketers Ignore. New Jersey: Pearson Education, Inc.
128.Massey, K.B. (1995) Analyzing the uses and gratifications concept of audience activity with a qualitative approach: media encounters during the 1989 Loma Prieta earthquake disaster. Journal of Broadcasting & Electronic Media, 39, 328-349.
129.McGuire, W.J. (1985) Attitudes and attitude change. In: The Handbook of Social Psychology, Lindzey, G. & Aronson, E. (eds.), 3rd edn, pp. 233-246. New York: Random House.
130.McKinney, V., Yoon, K. & Zahedi, F.M. (2002) The measurement of web-customer satisfaction: an expectation and disconfirmation approach. Information System Research, 13, 296-315.
131.McLeod, J.M. & Becker, L.B. (1974) Testing the validity of gratification measures through political effects analysis. In: The Uses of Mass Communications: Current Perspectives on Gratifications Research, Blumler, J.G. & Katz, E. (eds.), pp. 137-164. Beverly Hills, CA: Sage.
132.McQuail, D., Blumler, J.G. & Brown, J.R. (1972) The television audience: a revised perspective. In: Sociology of mass communications, McQuail, D. (ed.), pp.135–165. Middlesex, England: Penguin.
133.Merton, R.K. (1949) Patterns of influence: a study of interpersonal influence and communications behavior in a local community. In: Communication research, 1948–1949, Lazarsfeld, P. F. & Stanton, F.N. (eds.), pp. 180–219. New York: Harper.
134.Morgan, R.M., & Hunt, S.D. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20–38.
135.Morris, M. & Ogan, C. (1996) The Internet as mass medium. Journal of Communications, 46, 39-50.
136.Morton, T.A. & Duck, J.M. (2000) Social identity and media dependency in gay communication: the prediction of safe sex attitudes. Communication Research, 27, 438-460.
137.Nass, C. & Steuer, J. (1993) Voices, boxes, and sources of messages: computers and social actors. Human Communication Research, 19, 504-527.
138.Nijssen, E., Singh, J., Sirdeshmukh, D. & Holzmueller, H. (2003) Investigating industry context effects in consumer–firm relationships: preliminary results from a dispositional approach. Journal of the Academy of Marketing Science, 31, 46–60.
139.Oliver, R.L. (1999) Whence consumer loyalty. Journal of Marketing, 63, 33–44.
140.Orbell, S., Blair, C., Sherlock, K. & Conner, M. (2001) The theory of planned behavior and ecstasy use: roles for habit and perceived control over taking versus obtaining substances. Journal of Applied Social Psychology, 31, 31-47.
141.Ouellette, J. A. & Wood, W. (1998) Habit and intention in everyday life: the multiple processes by which past behavior predicts future behavior. Psychological Bulletin, 124, pp.54-74.
142.Palmgreen, P. & Rayburn, J. D., II. (1979) Uses and gratifications and exposure to public television. Communication Research, 6, 155–180.
143.Palmgreen, P. & Rayburn, J.D. (1982) Gratifications sought and media exposure an expectancy value model. Communication Research, 9, 561-580.
144.Palmgreen, P., Wenner, L.A. & Rosengren, K.E. (1985). Uses and gratifications research: the past ten years. In: Media Gratifications Research: Current Perspectives, Rosengren, K.E., Wenner, L.A., & Palmgreen, P. (eds.), pp.11-37. Beverly Hills, CA: Sage.
145.Papacharissi, Z. & Rubin, A.M. (2000) Predictors of Internet use. Journal of Broadcasting & Electronic Media, 44, 175–196.
146.Perse, E.M. & Rubin, A.M. (1988) Audience activity and satisfaction with favorite television soap opera. Journalism Quarterly, 65, 368-375.
147.Perse, E.M. & Rubin, R.B. (1989) Attribution in social and parasocial relationships, Communication Research, 16, 59-77.
148.Perse, E.M. (1990) Media involvement and local news effects. Journal of Broadcasting & Electronic Media, 34, 17-36.
149.Quinn, J. & Wood, W. (2005) Everyday habits and self-regulation. Advances in Consumer Research, 32, 34–35.
150.Raacke, J. & Bonds-Raacke, J. (2008) MySpace and Facebook: applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology & Behavior, 11, 169-174.
151.Rau, P.L.P, Gao, Q. & Ding, Y. (2008) Relationship between the level of intimacy and lurking in online social network services. Computers in Human Behavior, 24, 2757–2770.
152.Reardon, K.K. & Rogers, E.M. (1988) Interpersonal versus mass media communication: a false dichotomy. Human Communication Research, 15, 284-303.
153.Reichheld, F.F. & Schefter, F. (2000) E-loyalty: your secret weapon on the web. Harvard Business Review, 68, 105-113.
154.Reichheld, F.F. (1996) The loyalty effect: the hidden force behind growth, profits, and lasting value. Boston: Harvard Business School Press.
155.Ringle, C.M., Wende, S. & Will, S. (2005) SmartPLS 2.0 (M3) Beta, Hamburg, http://www.smartpls.de.
156.Rosengren, K.E. & Windahl, S. (1972) Mass media consumption as a functional alterantive. In: Sociology of mass communication, McQuail, D. (ed.), pp.166-194. Middlesex, England: Penguin.
157.Rosengren, K.E. (1974) Uses and gratification: a paradigm outlined. In: The Uses of Mass Communications: Current Perspectives on Gratifications Research, Blumler, J.G. & Katz, E. (eds.), pp.269-286, Beverly Hills: Sage,.
158.Rosenstein, A.W. & Grant, A.E. (1997) Reconceptualizing the role of habit: a new model of television audience activity. Journal of Broadcasting & Electronic Media, 41, 324-344.
159.Roy, S.K. (2009) Internet uses and gratifications: a survey in the Indian context. Computers in Human Behavior, 25, 878-886.
160.Rubin, A.M. & Perse, E.M. (1987) Audience activity and soap opera involvement: a uses and effects investigation. Human Communication Research, 14, 246-268.
161.Rubin, A.M. & Rubin, R.B. (1985) Interface of personal and mediated communication: a research agenda. Critical Studies in Mass Communication, 2, 36-53.
162.Rubin, A.M. & Step, M.M. (2000) Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting & Electronic Media, 44, 635-654.
163.Rubin, A.M. & Windahl, S. (1986) The uses and dependency model of mass communication. Critical Studies in Media Communication, 3, 184–199.
164.Rubin, A.M. (1981) An examination of television viewing motivations, Communication Research. 8, 141-165.
165.Rubin, A.M. (1983) Television uses and gratifications: the interactions of viewing patterns and motivations. Journal of Broadcasting, 27, 37–51.
166.Rubin, A.M. (1984) Ritualized and instrumental television viewing. Journal of Communication, 34, 67-77.
167.Rubin, A.M. (2002) The uses-and-gratifications perspective of media effects. In: Media Effects : Advances in Theory and Research, Bryant, J. & Zillmann, D. (eds), pp.525-548. Mahwah, NJ: Lawrence Erlbaum.
168.Rubin, A.M. (2009). Uses-and-gratifications perspective on media effect. In: Media effects: Advances in theory and research, Bryant, J. & Oliver, M.B. (eds.), 3rd, pp. 165–184. New York: Routledge.
169.Rubin, A.M., & Bantz, C.R. (1989) Uses and gratifications of videocassette recorders. In: Media use in the information age: Emerging patterns of adoption and consumer use, Salvaggio, J.L. & Bryant, J. (eds.), pp. 181–195. Hillsdale, NJ: Erlbaum.
170.Rubin, A.M., Elizabeth, M.P. & Robert, A.P. (1985) Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12, 155-180.
171.Rubin, R.B. & McHugh, M.P. (1987) Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31, 279-292.
172.Ruggiero, T.E. (2000) Uses and gratifications theory in the 21st century. Mass Communication & Society, 3, pp.3-37.
173.Saba, A., Moneta, E., Nardo, N. & Sinesio, F. (1998) Attitudes, habit, sensory and liking expectation as determinants of the consumption of milk. Food Quality and Preference, 9, 31-41.
174.Saba, A., Vassallo, M. & Turrini, A. (2000) The role of attitudes, intentions and habit in predicting actual consumption of fat containing foods in Italy. European Journal of Clinical Nutrition, 54, 540-547.
175.Schramm, W., Lyle, J. & Parker, E. (1961). Television in the lives of our children. Stanford, CA: Stanford University Press.
176.Shah, D.V., Schmierbach, M., Hawkins, J., Espino, R. & Donavan, J. (2002) Nonrecursive models of Internet use and community engagement: questioning whether time spent online erodes social capital. Journalism & Mass Communication Quarterly, 79, 964–987.
177.Sjoberg, U. (1999) The rise of electronic individual: a study of how young Swedish teenagers use and perceive Internet. Telematics & Informatics, 16, 113-133.
178.Skumanich, S.A. & Kintsfather, P.K. (1998) Individual media dependency relations within television shopping programming: a causal model reviewed and revised. Communication Research, 25, 200-219.
179.Sledgianowska, D.S. & Kulviwat, S. (2009) Using social network sites: the effects of playfulness, critical mass and trust in a hedonic context. Journal of Computer Information Systems, 49, 74-83.
180.Socialbakers. (2011) (accessed June 01, 2011), [available at http://www.socialbakers.com/facebook-statistics/taiwan]
181.Song, I., Larose, R., Eastin, M. & Lin, C. (2004) Internet gratifications and Internet addiction: on the uses and abuses of new media. CyberPsychology & Behavior, 7, 384-394.
182.Sood, S. & Rogers, E.M. (2000) Dimensions of parasocial interaction by letter-writers to a popular entertainment-education soap opera in India. Journal of Broadcasting & Electronic Media, 44, 386-414.
183.Stafford, F.T., Stafford, R.M. & Schkade, L.L. (2004) Determining uses and gratifications for the Internet. Decision Sciences, 35, 259-288.
184.Stefanone, M.A., Lackaff, D. & Rosen, D. (2010) The relationship between traditional mass media and “social media”: reality television as a model for social network site behavior. Journal of Broadcasting & Electronic Media, 54, 508-525.
185.Steinfield, C., Ellison, N.B. & Lampe, C. (2008) Social capital, self-esteem, and use of online social network sites: a longitudinal analysis. Journal of Applied Developmental Psychology, 29, 434-445.
186.Sun, S., Rubin, A.M. & Haridakis, P.M. (2008) The role of motivation and media involvement in explaining Internet dependency. Journal of Broadcasting & Electronic Media, 52, 408-431.
187.Svennevig, M. (2000) Needs, not nerds: researching technological change. International Journal of Advertising, 19, 645-663.
188.Swanson, D.L. (1977) The uses and misuses of uses and gratifications. Human Communication Research, 3, 214–221.
189.Thorson, K.S. & Rodgers, S. (2006) Relationships between blogs as ewom and interactivity, perceived interactivity, and parasocial interaction. Journal of Interactive Advertising, 6, 34-44.
190.Triandis, H.C. (1971) Attitude and Attitude Change. New York: John Wiley & Sons.
191.Triandis, H.C. (1977) Interpersonal behavior. Monterey, CA: Brooks/Cole.
192.Triandis, H.C. (1980) Values, attitudes, and interpersonal behavior. In: Nebraska Symposium on Motivation: Beliefs, attitudes, and values, 1979, Howe, H.E.Jr. & Page, M.M. (eds.). Lincoln: University of Nebraska Press.
193.Valenzuela, S., Park, N. & Kee, K.F. (2009) Is there social capital in a social network site? Facebook use and college students’life satisfaction, trust, and participation. Journal of Computer-Mediated Communication, 14, 875-901.
194.Verplanken, B. & Aarts, H. (1999) Habit, attitude, and planned behaviour: is habit an empty construct or an interesting case of automaticity? European Review of Social Psychology, 10, 101-134.
195.Verplanken, B. & Orbell, S. (2003) Reflections on past behavior: a self-report index of habit strength. Journal of Applied Social Psychology, 33, 1313-1330.
196.Verville, E. (1988). Habit. Springfield: Thomas.
197.Watts, D.J. & Strogatz, S.H. (1998) Collective dynamics of ‘small-world’ networks. Nature, 393, 409–410.
198.Weibull, L. (1985) Structural factors in gratifications research. In: Media gratifications research: current perspectives, Rosengren, K.E., Wenner, L.A. & Palmgreen, P. (eds.), pp. 123–147. Beverly Hills, CA: Sage.
199.Wellman, B., Haase, A.Q., Witte, J. & Hampton, K. (2001) Does the Internet increase, decrease, or supplement social capital? Social networks, participation, and community commitment. American behavioral scientist, 45, 436–455.
200.Wenner, L.A. (1982) Gratifications sought and obtained in program dependency: a study of network evening news and 60 Minutes. Communication Research, 9, 539-560.
201.Wenner, L.A. (1983) Political news on television: a reconsideration of audience orientations. The Western Journal of Speech Communication, 47, 380–395.
202.Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media. New York: Free Press.
203.Wimmer, R.D. & Dominick, J.R. (1994) Mass media research: An introduction. Belmont, CA: Wadsworth.
204.Windahl, S. (1981). Uses and gratifications at the crossroads. Mass Communication Review Yearbook, 2, 174–185.
205.Wright, P.H. (1978) Toward a theory of friendship based on conception of self. Human Communication Research, 4,196-207.
206.Wu, J.H., Wang, S.C. & Tasi, H.H. (2010) Falling in love with online games: the uses and gratifications perspective. Computers in Human Behavior, 26, 1862-1871.
207.Zauberman, G. (2003) The intertemporal dynamics of consumer lock-in. Journal of Consumer Research, 30, 405-419.

指導教授

謝依靜、邱兆民
(Yi-Ching Hsieh、Chao-Min Chiu)

審核日期

2011-6-8

推文