圖書館Facebook粉絲專頁持續使用意願之研究

A Study of Continued Use Intention of Library Facebook Fan Pages

近年來Facebook社群網站的影響力與日俱增，有愈來愈多的企業、品牌或名人皆不約而同的成立粉絲專頁，進而達到行銷效益或凝聚人氣的目的。此外，許多國內外圖書館也紛紛設立專屬的粉絲專頁，來提高其與用戶之間相互溝通的機會。文獻指出，圖書館利用Facebook粉絲專頁與用戶建立和發展關係，並必須能夠讓用戶產生更多的評論；而動機是能夠引導與激發個體行動的因素。故本研究將由知覺有用性、知覺易用性、知覺樂趣性、隱私風險、虛擬社群意識等5個觀點來探討其對圖書館Facebook粉絲專頁成員其持續使用意願之影響。希望本研究結果可以作為圖書館管理員在經營與管理Facebook粉絲專頁之參考。

In recent years, the influence of social network site Facebook is growing, there are more and more companies, brands or celebrities are invariably set up fan pages, and thus achieve the purpose of marketing effectiveness or popularity cohesion. In addition, many domestic and foreign libraries have also set up a dedicated fan pages to improve their mutual communication between the users. Literatures pointed out that libraries use Facebook fan pages to establish and develop relationships with users and generate more reviews. Therefore, this study used perceived usefulness, perceived ease of use, perceived pleasure, privacy risks, virtual community awareness five factors to study the effects on its continued use intention of its Facebook fan pages for library members. Hope the results of this study can be used as a reference as operation and management of the Facebook fan page librarian.