| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 99 === In recent years, the development of social network communities, especially Facebook has shortened the distance among people around the world. Social network communities provide a platform for everyone to communicate with others and exchange information instantly. Therefore, more and more people use Facebook. With great fever of Facebook, not only politicians and entertainers but also businesses promote their popularity by using Facebook. By providing people the store information, exclusive discounts, or some premiums on Facebook, people put much emphasis on the instant and the newest information, which further attains the goal of promotion.
Based on TAM theory, interactive was an external variable, the researcher explored the users’ continue intention to use Facebook and interactive nature effects on consumer behavior in itself as well as by use of high intention of Facebook and own characteristics affecting consumer behavior.
There were 650 questionnaires wrer sent to the industry’s managerial positions, and the usable questionnaires were 524 returns with 81% valid return rate.The scale had good reliability and validity.The collected data were analyzed by descriptive statistics, one-way ANOVA, pearson correlation and path analysis,the results found that (1) Interactive had positive impact on usefulness and ease of use; (2) Usefulness and ease of use had positive impact on Intention to use; and (3) Intention to use had positive partial impact consumer behavior. The results of this research model can provide practitioners and subsequent related research(4) There were significant differences of every day different frequency of use and consumer behavior (5) There were significant differences of degree and consumer behavior of information links.
Based on the findings and conclusions, this study also provided some recommendations for enterprise and further study.
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