博碩士論文 etd-0613114-170702 詳細資訊


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姓名 陳怡伶(I-ling Chen) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 102學年第2學期
論文名稱(中) 使用者不持續使用Facebook之因素
論文名稱(英) Factors Influencing Users' Intention to Discontinue Facebook
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    紙本論文:1 年後公開 (2015-07-13 公開)

    電子論文:使用者自訂權限:校內 2 年後、校外 2 年後公開

    論文語文/頁數 中文/102
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    摘要(中) 從2004年Facebook 成立以來,有越來越多的使用者加入該社群網站的行列,並且以社群網站作為與親朋好友間資訊傳達與交流的平台,因此已有許多學者開始探討Facebook使用者對於該網站的持續使用意圖。然而,根據2012年美國的Pew Research Center研究報告指出,目前全球的Facebook使用者中有將近一半(46.8%)的人曾考慮停用Facebook。但在過去卻鮮少有學者針對不持續使用Facebook做研究。
    本研究將採用期望確認理論,整合社群廣告相關因素(資訊性、娛樂性與激怒性),個人因素(隱私、社交壓力與生產力),及網站品質(系統品質與資訊品質)三個方面來分析影響不持續使用Facebook之因素,從比較宏觀的角度了解影響使用者不持續使用Facebook社群網站的原因,同時更可以進一步分析不同影響因素之間的相對影響力。
    本研究採用問卷調查法,以網路宣導的方式在Facebook與BBS上隨機發放問卷且蒐集到421份有效的回覆,採用SPSS與SmartPLS進行資料分析,結果發現:(1) 社群廣告會對認知有用性有顯著的影響。(2) 社交壓力與生產力會對認知有用性產生顯著的影響。(3) Facebook之網站品質為影響認知有用性的關鍵影響因素。(4) 和單獨衡量滿意或不滿意構面相比,同時衡量滿意與不滿意兩個構面,將有助於提升研究模型之解釋力。
    摘要(英) Since Facebook was founded in 2004, more and more users join this social networking site(SNS)and use it to convey information and communicate with friends and family members. However, the research report published by Pew Research Center in 2012, indicated that 46.8% Facebook users considered leaving Facebook. Although a number of previous studies have examined factors that affect continuing use of websites, fewer of them have focused on reasons that users discontinue using Facebook.
    In this study, we developed a research framework based on the expectation confirmation theory, to include advertising-related factors (informativeness, entertainment and irritation), personal factors(privacy concerns, social pressure, productivity, and website quality factors (system quality and information quality) to explain why user intent to discontinue using Facebook.
    An online survey was included. Questionnaires were distributed on Facebook and BBS and 421 valid responses were received. SPSS and SmartPLS were used to analyze the collected data. Our findings indicate as follows: (1) Social network advertising is positively related to the perceived usefulness of Facebook, (2) Social pressure and productivity are positive associated with the perceived usefulness of Facebook, (3) Website quality was found to have positive impacts on the perceived usefulness of Facebook, (4) Combining satisfaction and dissatisfaction measurements can better explain the discontinuous intention of Facebook.
    關鍵字(中)
  • 持續使用意圖
  • 隱私
  • 臉書
  • 社群網站
  • 期望確認理論
  • 關鍵字(英)
  • Expectation Confirmation Theory
  • Continuance intention
  • Privacy
  • Facebook
  • Social networking site
  • 論文目次 論文審定書 i
    摘要 ii
    Abstract iii
    第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 3
    第三節 研究流程 5
    第二章 文獻探討 7
    第一節 期望確認理論(Expectation Confirmation Theory)7
    第二節 網路廣告 11
    第三節 網站品質 15
    第四節 個人因素 18
    第三章 研究架構與方法 20
    第一節 研究架構與假說 20
    第二節 研究方法 24
    第三節 變數之操作型定義 25
    第四節 問卷設計 27
    第五節 資料分析方法 32
    第四章 研究結果分析 35
    第一節 敘述統計分析 35
    第二節 信效度分析 40
    第三節 研究模型驗證與結果 58
    第四節 延伸討論 63
    第五節 研究結果彙整 74
    第五章 結論 76
    第一節 研究結論 76
    第二節 研究貢獻 78
    第三節 研究限制與未來發展 79
    參考文獻 81
    附錄一 研究問卷 89
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    口試委員
  • 邱兆民 - 召集委員
  • 何淑君 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2014-06-21 繳交日期 2014-07-13

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