Facebook粉絲專頁對網路持續使用行為意圖之影響：以使用與滿足理論與社會影響觀點

Understanding the Influence of Facebook Fans Page to Continuance Intention: The Use and Gratifications Theory and Social Influence Perspectives

由於科技的進步與電子商務蓬勃發展，消費者越來越喜歡在網路上購物；然而，購物網站如何提高消費者持續參與購買的意圖，將成為網路購物業者重視的議題。近年許多關於網路購物的研究，都僅侷限討論影響使用者對於網路購物的社會與經濟面因素，而沒有從需求動機的心理層面進行探討，因此本研究藉由使用與滿足理論來探討參與網路購物使用者的心理需求因素。此外，社會影響（認知關鍵多數與虛擬社群意識）也是影響網路購物意圖的重要因素。因此，本研究以資訊系統持續使用模式為基礎，整合使用與滿足理論和社會影響因素，一併來探討影響消費者持續參與Facebook粉絲專頁的因素。本研究以曾經參與粉絲團的使用者為對象，共蒐集有效問卷287份，經分結果發現：知覺有用性、確認及娛樂性皆對滿意度有正向的影響¸，而滿意度對持續拜訪意圖有正向影響。在社會影響因素方面，虛擬社群意識及認知關鍵多數也正向影響參與購買意圖；此外，認知關鍵多數對持續拜訪與有正向影響。

As the result of advancing in technology and flourishing of E-commerce, online shopping is very popular nowadays. However, online shopping websites encounter a problem that the consumers do not continue visiting these websites and intend to participate. How to promote the continuance visiting intention thus becomes an important issue. There are many researches about online shopping websites recently, but those researches only focused on the societal and economic factors, and didn’t explore the motivation from the psychological aspect. Moreover, social influence factors (perceived critical mass and sense of virtual community) are the important elements to affect consumers’ continuance intention. Therefore, Uses and Gratification Theory and social influence were integrated with IS Continuance Model to explain the psychological motive why the consumer use and accept the Facebook fans page. Data for this study were collected from 287 Facebook fans page users who had experience. The results showed that perceived usefulness, confirmation, and entertainment all have positively affect satisfaction. Satisfaction has positively affected the continuance visiting intention. In social influence factors, sense of virtual community and perceived critical mass have positively affected the repurchasing intention. In addition, the perceived critical mass has a significant impact on continuance visiting intention.