| Summary: | 碩士 === 國立彰化師範大學 === 資訊管理學系所 === 98 === In the era of Internet, many Internet services show up and are
challenged by new ones. However, with newer, more comprehensive
network services, the old services are facing the fate of being replaced. For
example, the social network site “Facebook” provides many interactive
services and has grown so rapidly that it influences the existence of other
sites. However, when the user switching to different network services, what
are in their mind? For novelty, or better quality? Do new services are really
better fit to user needs?
This study chooses self- disclosure, the most common network acts, as
a research field. Invite individual who posted personal messages on the
Internet to implement the survey and build our user database based on 1812
returned questionnaire. Through data mining approach by association rules
and decision tree, we identify the differences of user s’ motivation to
change the self- disclosure platform and retrieval the reasons why people
continue to use old platform. Then, add the Internet satisfaction of
motivation and personality differences to try to find the rules.
The results confirm that most users who use Facebook still use the
original platform because of switching costs. Whether the Internet services
meet the user needs, the personality will influence users to switch to the
new platform or use the old platform.
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