從使用與滿足理論探索影響臉書使用者持續使用地標打卡之意圖的因素

商家透過臉書的地標打卡服務提供優惠吸引消費者打卡，以期達到病毒行銷的目的已是近年來企業重要的行銷手法。然而，個人可以從地標打卡的使用中獲得哪些效益，以及這些效益對個人持續使用地標打卡之意圖的影響仍較少有研究探討。本研究主要的目的為以使用與滿足理論及理性行為理論為基礎，藉由兩個階段的研究探索個人使用地標打卡可能獲得的效益，並進一步驗證這些效益對個人持續使用地標打卡之意圖的影響。本研究結果顯示個人使用地標打卡後，可以獲得情感支持及資訊支持等社會效益，並可獲得炫耀等心理效益，同時，亦可獲得店家優惠及紀錄日常生活的實質效益。這些效益之中，資訊紀錄、獲得情感支持、及獲得店家優惠等效益有助於提升個人對使用打卡功能的正向態度，並進而強化個人持續使用地標打卡的意圖。最後，本研究提出幾點建議做為商家使用地標打卡功能進行行銷活動的參考。

Facebook check in has been becoming an important viral marketing means for merchants to attract customers sharing their location related information to others through providing some discount. However, a few studies examine what benefits that customers can obtain from the using of check in, as well as what benefits support users to continuously use check in. Based on the Uses and Gratifications Theory and Theory of Reasoned Action, the aim of this study was to explore the benefits that individuals may obtain from their check in behavior. Furthermore, how these benefits influence their intention toward continuous using check in was investigated as well. The results show that by using the check in service, the effects that users can obtain include social benefits (emotional supports and informational supports), psychology benefits (show off), and physical benefits (information record and discount). Among these benefits, information record, emotional support, and discount were the significant factors that positively enhanced users' attitude toward check in, which in turn promoted their intention to continuously use check in service. Finally, this study provided some suggestions to merchants while they intend to use check in service as a viral marketing means.