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博碩士論文 etd-0815111-192004 詳細資訊
Title page for etd-0815111-192004
論文名稱
Title
以期望確認理論觀點探討實用性與娛樂性價值對社交網站滿意度及持續使用意圖之影響
Understanding the Impact of Utilitarian and Hedonic Benefit on Satisfaction and Continuance Intention of Social Network Site: An Extended Expectation Confirmation Model
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
68
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2011-07-26
繳交日期
Date of Submission
2011-08-15
關鍵字
Keywords
娛樂性價值、實用性價值、期望確認理論、社交網站、持續使用、滿意度
Continuance Intention, Social network site (SNS), Utilitarian benefit, Satisfaction, Expectation confirmation theory (ECT), Hedonic benefit
統計
Statistics
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The thesis/dissertation has been browsed 6016 times, has been downloaded 1574 times.
中文摘要
從2008年開始,社交網站非常受到全球使用者的喜愛,使用者數一再地成長,社交網站使用者多半是為了能夠與家人和朋友互動與聯繫、重新建立與過去朋友的關係,或者單純只是覺得有趣好玩而使用。然而這些使用者是否會持續的使用社交網站讓社交網站公司能夠持續發展,在現今是一項重要的議題。

然而社交網站是屬於資訊系統的新創服務之一,是否會持續地使用該型態的網站,我們可以使用期望確認理論來探討,所以本研究透過文獻的探討與以期望確認理論為基礎,結合實用性價值與娛樂性價值來拓展期望確認理論模型的架構,使其能廣泛應用於探討社交網站持續使用的研究中。最後我們以實證的方式來驗證本研究模型,並以八個假說來做驗證,最終使用結構方程式模型來進行檢驗。研究結果指出,過去只由單一構面有用性的期望確認理論模型,可被擴增為兩種不同的價值,也就是實用性價值與娛樂性價值的確認會正向影響使用者對社交網站的滿意度,進而正向影響對社交網站的持續使用意願。

簡而言之,本研究整合實用性價值與娛樂性價值來探討影響社交網站滿意度的因素,並拓展期望確認理論來解釋社交網站的持續使用意圖,最後本研究提供給學術界未來對期望確認理論研究的一個參考架構,也給予業者在經營實務上提出一些建議。
Abstract
Social network site (SNS) has been very popular with global Internet users since 2008, the amount of social network users grew very much. Based on some reasons, users enjoyed using social network site. However, whether the current users or new users will continue to use social network site or not is an issue today. To assure social network site’s company could develop and run well in the future, we must realize the factors that can increase and retain the user to use.

This study based on expectation confirmation theory (ECT) and through literature review to explore the factors that can influence the user’s satisfaction. Successfully, we integrated perceived utilitarian benefit and perceived hedonic benefit into original ECT model. In this study, an empirical survey methodology with eight hypotheses was applied to verify this model. Covariance-based structural equation model (SEM) was used to analyze data and evaluate the model. The results pointed out that past ECT model with only one aspect can be extended from utilitarian and hedonic dimensions. It indicated that confirmation of utilitarian benefit, perceived utilitarian and hedonic benefits have significant influence on user’s satisfaction. Lastly, user’s satisfaction will positively influence the continuance intention.

In sum, this study integrated utilitarian and hedonic dimensions into original ECT model, and proposed a more comprehensive framework to explain the continuance usage of social network site. This study also provided a reference model for future continuance intention research and some suggestions for social network site practitioners.
目次 Table of Contents
論文審訂書……...………………………………………………….………….………i
誌謝……...………………………………………………………………..…...………ii
中文摘要……...…………………………………………………………...….………iii
英文摘要……...…………………………………………………………….…...……iv
Chapter 1. Introduction 1
1.1 Social Network Site 1
1.2 Theoretical Background 4
Chapter 2. Literature Review and Hypotheses 8
2.1 Expectation-Disconfirmation Theory (EDT) 8
2.2 EDT in Marketing Area 9
2.3 EDT in IS area 11
2.4 Perceived Utilitarian and Hedonic Benefits 12
2.5 Problem of Only Considering Overall the Dimensions 14
2.6 Experiential Perspective 15
Chapter 3. Research Method 23
3.1 Sampling 23
3.2 Sample Representative 25
3.3 Constructs Definition and Measurements 27
Chapter 4. Data Analysis 30
4.1 Measurement Model 30
4.2 Common Method Variance 32
4.3 Reliability and Validity 33
4.4 Model Test 35
4.5 Analysis and Results 36
4.6 Analysis of Mediating Effect 38
4.7 Discussion 42
Chapter 5. Conclusion 45
5.1 Implications toward Academic 46
5.2 Implications toward Practitioners 48
5.3 Limitations and Suggestions for Future Study 50
References 52
Appendix A: Chinese Questionnaire 59
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