網路社群忠誠度影響因素之研究：網路外部性與科技接受模式之整合模型

自從Facebook於短期內成功吸引大量使用者後，網路社群活動已成為人們日常生活的重要一環，網路社群在網路行銷之應用勢必更形重要。因此，本研究主要研究目的為了解影響使用者採用社群網站與產生忠誠意圖的因素為何。研究概念架構發展為基於產業經濟學的網路外部性理論、社會心理學的互惠規範及科技接受模型（TAM），以知覺娛樂性、關鍵多數、知覺互補性、互惠規範與知覺易用性等因素，探討其對知覺易用及知覺有用性的影響關係；及知覺有用性如何影響使用者對社群網站的黏著意圖。本研究共收集275個有效樣本，採線性結構方程式進行資料分析。研究結果發現關鍵多數對知覺互補性有顯著影響；而知覺互補性與互惠規範對知覺易用性有顯著影響；互惠規範與知覺娛樂性對知覺易用性有顯著影響；最後知覺有用性對使用態度有顯著正向影響，且使用態度對黏著意圖有顯著正向影響關係。研究結果有助於提升對網路社群採用理論之了解，及實務上資訊管理在制定行銷策略之運用。

Facebook attracts numerous users in a short term that shows social networking sites (SNS) plays an important role in people’s daily life, the utilization of online social networks is crucial to Internet marketing. The research aims to understand what factors affecting user’s adoption and loyalty intention over SNS. The conceptual framework utilizes the constructs from industrial organization theory, social psychology, and technology acceptance model (TAM), including critical mass, perceived complementarity, perceived enjoyment, reciprocal norm, perceived ease of use, and perceived usefulness. We employ structural equation model to test research hypotheses with 275 valid samples. Results show critical mass is positively related to perceived complementarity; perceived complementarity and reciprocal norm are related to perceived ease of use; reciprocal norm and perceived enjoyment are critical to determine perceive usefulness; perceived usefulness is positively related to attitude toward using SNS, which in turn increasing user’s stickiness intention toward SNS. Our findings show the important of understanding user’s behavior on online SNS, and implications for marketing practice by using information management on SNS.