A Study of Social Networking Members’ Use Motivation, Confidence, Participation and Loyalty ─ A Case Study of Facebook

• Main Authors: Po-Chun Wang, 王柏鈞
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/83770907014911404833

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 98 === The development of the Internet technology has improved the usability of Web contents. In recent years, the usage of virtual community sites is significantly increased. Members exchange information, socialize with friends and play online games. Use of the Internet gradually changed people''s lives. Members interact with others similarly to real-life. The communities are just like microcosm of societies. Among many different community sites, facebook gets much attention because it attracts vast members in a short time. Therefore, this study uses facebook to be the case. This study uses the population variables collected through questionnaire inquisition to discuss whether the trust and participation among the members of virtual community would affect the loyalty and change in different motivations. Main use motivation has constructs including social contact, entertainment/relaxation, and information gathering. The construct of Trust among the members of virtual community includes five sub-constructs: ability, integrity, benevolence, consistency, and openness. The main findings of this research showed that: 1. Different use motivations have direct influence for the participation. Different use motivations have no influence for the confidence. 2. User’s confidence and participation have opposite influence for the loyalty.