探討影響Facebook粉絲專頁持續使用意圖之因素：社會資本觀點

Understanding Users’ Continuance Intention of Facebook Fan Pages: The Social Capital Perspective

按讚了嗎？社群網站儼然已成為網路使用者最常使用的網站之一。本研究整合社會資本理論、社群影響與類社群互動，用以解釋與預測消費者採用社群網路之持續使用意圖。研究對象以Facebook 粉絲專頁的使用者為例，採用網路問卷調查法，蒐集到230 份有效問卷，並以偏最小平方法進行實證分析。研究結果發現形象、社群認同與類社會互動對社群互動關係呈正向且顯著影響，且透過社會資本中的共享價值與信任對持續使用意圖具中介效果。然而，社會影響中的主觀規範與知覺關鍵多數對社群互動關係卻無顯著關係。最後，本研究提出一些經營社群網站的建議，讓研究者與實務工作者更深入了解社群網站運作模式。

Do you click “Like” yet? Social networking service has become one of the commonly used websites for Internet users. This paper aims to develop an integrated model designed to predict and explain an individual’s continuous usage intention of social networking service based on the concepts of social capital theory, social influence, and Para-social interaction. Online questionnaire was taken and in the end 230 samples were successfully collected. Partial Least Squares method is applied to examine the proposed research model. This study finds that social interaction ties, shared value and trust significantly influence continuance intention, while image, social identity and Para-social interaction simultaneously influence social interaction ties. However, the paths from subjective norm and perceived critical mass to social interaction ties are shown to be insignificant. Finally, implications and suggestions for academic researchers and social networking service providers are discussed.