| Summary: | 碩士 === 明新科技大學 === 資訊管理研究所 === 97 === The information exchange and interactive environment established by Web 2.0 decreased the cost of interpersonal connection. This unique quality is the marketing proposition of Social networks. The numbers of members of the Social networks websites have grown exponentially during the past few years. The competition between Social network websites is fierce, and consequently it has become an important subject of concern for the website operators to keep the members and enhance their loyalty. This study integrates the Social Anxiety, Social Presence Theory, Flow Theory as the basis to explore customer’s intention to join and pay for using online social networks. A questionnaire-based empirical study is used to test this research framework. Questionnaires were sent to members of ipartment. Data is analyzed by using Structural Equation Modeling (SEM) with AMOS 16.0. The result of this study shows that all the hypotheses proposed in this research are significantly supported. This study also found the intention to join social network positively influences the intention to pay for using online social network, male members had higher intention than female members. The results of this study allow the social network websites’ managers to understand the main factors involved in the level of usage. They can then improve the management strategy according to these factors.
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