| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 97 === The invention of Internet affects human life style and also creates many innovations and applications of business models. Social Network Service, SNS, is an innovative application and business model in recently years. It changes the development and communication of current social network and gathers high-traffic viewers to create more business opportunities. However, what’s value attracted users to use SNS. This study focuses the usages of SNS from the users of Taiwan area by empirical research. From the customer point of view, satisfaction and word-of-mouth could be relative to and affected by utilitarian value and hedonic value. Therefore, this study builds an applicable integrated model and uses Structural Equation Modeling, SEM, to analyze and approve the relations of constructs.
The following is the conclusions of this study. (1) The theory of this study confirms fit indices in SEM, and cause and effect of each construct is very obvious to support it. (2) Utilitarian value can be measured by factors of sociality, convenience, and information availability; hedonic value can be measured by factors of adventure, escapism, and affiliation. (3) Utilitarian value and hedonic value affect customer satisfaction; customer satisfaction affects word-of-mouth. (4) Utilitarian value and hedonic value positively affect word-of-mouth, but providing a good customer satisfaction can enhance word-of-mouth. (5) Influence of hedonic value is higher than that of utilitarian value relative to customer satisfaction and word-of-mouth. It shows that the users prefer hedonic value in SNS. Therefore, this study can be the reference of business administration and academic research.
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