| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 98 === The global internet users are continuously rising. People interact with others and build relationships through the network. People who have the same values or needs start to come into social group. That is the subject what I would like to discuss social networking site. While advertising is the most important revenue for social networking site, while have more users the form will be more likely to post advertisements. So, how to increase the intention to use of social networking site becomes an important issue.
According to previous research, we can find the social group features, including: network, norms and beliefs. The site features, including: perceived playfulness, usefulness and ease of use also. The user features, including: perceived value, trust, information searching costs and asset specificity, All have relationship with the intention to use. In this study, I hope to integrate these opinions to discuss intention to use the social networking site.
We find network can pass through perceived value, trust and information search cost to influence the intention to use; norms and beliefs can pass through trust and asset specificity to influence the intention to use; perceived playfulness, usefulness and ease of use can pass through perceived value to influence the intention to use, and when the site is easy to use will also influence the intention to use. So we can see that the social group features and the site features would affect the user features, and influence the intention to use of the site.
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