本研究以實證的方式探討在社群網站的背景下，「慣性」對不同社群平台轉換的影響。慣性，是指「未經強迫情況下，仍會有意識的持續使用目前的系統，即使有更好的替代方案也不會選擇轉換的現象」。主要分成兩個部份進行驗證。第一部份，探討使用者會產生慣性的因素，本研究認為「關係利益」、「科技鎖定」、「經驗開放性」和「認知網路規模」皆是形成慣性的主要因素；第二部份，探討使用者產生慣性時對新系統的影響，本研究認為使用者會因為「自我知覺理論」和「認知失調理論」降低使用者對新社群平台的「相對優勢」和「互補性」的認知。又過去許多研究曾驗證過的「習慣」、「主觀規範」以及「認知易用性」三個重要變數，在本研究並不深入探討，卻也不能忽略，故加入成為本研究的控制變數。

本研究採用兩階段問卷調查方式，以Facebook和Google Plus作為研究的情境，且由於要探究慣性的主要影響，因此我們研究對象須符合目前慣於使用Facebook，但很少或幾乎未曾使用過Google Plus條件的使用者，在不強迫的前提下探討慣性對這群使用者的影響。為符合上述的研究情境，我們採取搭配課程的方式來發放問卷，分別在學期初和學期末，對有分組專案需求的課程進行縱斷面的研究，最後蒐集到153份有效問卷作研究模型與假說的檢定。結果發現：(1)第一階段部分：關係利益、科技鎖定和認知網路規模都對慣性有顯著的正向的影響，唯獨經驗開放性沒有顯著影響；(2)第二階段部分：慣性對採用新系統意圖有顯著負向的影響，也對相對優勢和認知互補性有顯著負向的影響，且兩者對於採用新系統意圖也有顯著的正向影響；(3)控制變數部分：習慣對慣性有正向影響，主觀規範對採用新系統意圖有顯著正向影響，但是認知易用性對採用新系統意圖沒有顯著的影響。

This research makes an attempt to explore how “inertia” affects users of social networks in terms of switching platforms through empirical studies. “Inertia” refers to a phenomenon by which a user consciously chooses to use the same system without coercion, even when there are better alternatives. The empirical studies were conducted in two parts. The first part explores the factors involved in the formation of “inertia”. This research targets four factors: “relational benefits”, “technological lock-in”, “openness to experience”, and “perceived scale of online community”. The second part explores how “inertia" affects the users’ cognition on new social platforms. This research makes an assumption that cognitive dissonance impair users' cognition on the “relative advantage” and “complementarity” of new social platforms.
In this study, we adopt a two-stage questionnaire and use Facebook and Google Plus as the research context. In order to explore the impact of inertia, our study objects must be users who are used to using Facebook but hardly or even never use Google Plus. We explore the impact of inertia on these users on the premise of freedom. To comply with the above research context, we sent out questionnaires according to different courses, and made longitudinal studies courses that required grouping projects in both beginning and end of the semester. Finally, we collected 153 effective questionnaires to do inspection for research model and hypothesis. The result shows (1) The first stage : concern, technology target and size of network recognition have positive and significant impact on inertia; (2) The second stage : inertia has significant and negative impact on intention of new system, and it has negative and significant impact on comparative advantage and complementarity of recognition, and what's the more, both of them have significant and positive impact on intention of new system.

目錄
論 文 審 定 書 i
誌　謝 ii
摘　要 iii
Abstract iv
目錄 v
圖　次 vii
表　次 viii
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 研究目的與架構 5
第四節 研究流程 8
第二章 文獻探討 9
第一節 社群網站 9
第二節 慣性 (Inertia) 15
第三節 慣性形成因素之文獻探討 20
第四節 慣性影響新系統認知之文獻探討 32
第三章 研究方法 38
第一節 研究模型 38
第二節 研究假說 39
第三節 研究變數的定義與操作化 46
第四節 研究設計 54
第四章 資料分析 58
第一節 樣本基本資料分析 58
第二節 模型及假說驗證 61
第五章 結論及建議 71
第一節 研究結果及討論 71
第二節 理論及實務意涵 74
第三節 研究限制 77
第四節 未來研究方向 77
參考文獻 78
【附　錄】：本研究正式問卷 88

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