社群網站之使用行為研究－－以Facebook為例

Usage Behavior of Social Network Sites: An Empirical Study of Facebook

社群網站發展至今已成為多數使用者用來建立與維護人際關係的重要媒介，本研究以理性行為理論為研究發展基礎，加入使用動機與隱私政策來觀察是否對使用態度產生影響，同時輔以主觀規範了解是否影響使用社群網站之意圖。本研究以質化訪談了解使用者個人之使用經驗與感受，同時以量化方式驗證研究模型，有效問卷350份，結果發現使用社群網站的娛樂性、社交性動機與隱私政策正向影響使用態度，而使用態度與主觀規範正向影像使用意圖。本研究結果可作為經營社群網站之參考依據。

More and more people regard social networking sites as a major media to communicate with others. Based on theory of reasoned action, this study aimed to understand how usage motivations and site ’ privacy policy affect users' attitudes toward these sites, and how users’ ttitude and subjective norm influence usage intention. This study devised qualitative interviews to investigate into subjects’ personal experiences and feelings of these social networking sites, and quantitative online survey with 350 samples to verify the proposed research model. The results showed that entertainment and social motivations, as well as privacy policy have influences on user’s attitudes and that attitudes and subjective norm significantly affect user’s intention. The findings will help the practitioners of social networking sites in planning effective marketing strategies.