探討醫療社群網站使用行為意圖之實證研究

Intention to Continue Using Health Social Networking Sites

目的：社群網站（social networking site）近年來變得非常受歡迎。Facebook®為臺灣造訪率最高的社群網站。能持續使用是維持醫療社群網站存續經營的重要課題。本研究探討利用Facebook®醫療社群網站，影響使用者持續使用意圖的因素。方法：本研究以結構式問卷，針對使用Facebook®醫療社群網站使用者進行問卷調查。針對影響持續使用意圖的構面因素，包括知覺易用性、知覺有趣性、信任、滿意度、社群轉換成本、隱私政策、態度及主觀規範實證研究。結果：路徑分析顯示滿意度、態度及主觀規範因素會正向影響持續使用意圖。知覺易用性、知覺有趣性、信任及隱私政策四項因素，會間接經由態度因素影響持續使用意圖。信任因素是最重要影響持續使用意圖。而社群轉換成本因素則不影響持續使用意圖。結論：Facebook®醫療社群網站使用者，信任是最重要影響使用者持續使用的因素。研究結果可作為醫療社群網站以及醫院資訊網站建構的重要參考。 Purpose: Social networking sites are highly popular worldwide. Facebook is the most popular and most visited social networking site in Taiwan. Ensuring that users continue to visit the website is vital for Facebook’s ongoing viability. We investigated the factors that determine a user’s intention to continue using a networking website. Methods: A structured questionnaire survey was conducted to investigate the following eight factors that might affect a user’s continued use of Facebook: perceived ease of use, perceived playfulness, trust, satisfaction, community switching cost, privacy policy, attitude of behavior, and subjective norms. Results: Our results, based on path analysis, found that three factors, namely satisfaction, attitude of behavior, and subjective norm, positively affected a user’s continued use of Facebook. Perceived ease of use, perceived playfulness, trust, and privacy policy indirectly affected users’ intentions to continue using the website through attitude of behavior. Trust was the strongest determinant of continued use, whereas community switching cost had the weakest effect. Conclusion: Trust had the strongest effect on users’ intentions to continue using Facebook. Our results could serve as useful guidance to website providers for establishing or maintaining social networking sites, including those related to health and hospital information.