A Study of Social Networking Site User’s Behavioral Intention Based on the UTAUT Model

• Main Authors: Yi-Jane Chen, 陳怡蓁
• Other Authors: Hsueh-Chi Shih
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/27236824791147029159

碩士 === 雲林科技大學 === 資訊管理系碩士班 === 98 === More than the 100 million people using the Social Networking Sites to contact their friends, and share their life. This study was investigated the domestic user behavior, the purpose is to understand what are user’s motivations and habits, in order to provide web designers as a reference for the future. This study integrated UTAUT and joins the Perceived playfulness. Through the Internet to collect, there were 547 valid questionnaires returned. Using SAS and LISREL, analysis method is structure equation modeling (SEM).The results show that performance Expectancy, effort Expectancy and perceived playfulness has a positive significant to the behavioral intention, and behavioral intention has a positive and significant to Use Behavior. But social influence and facilitating conditions has no significant. Results show that when designers in planning, He may consider this result.