Development of Social Media Fit Scale for Scale Network Service

• Main Authors: Hung-Chun Huang, 黃鴻鈞
• Other Authors: Ching-Chang Lee
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/11327943736899770835

碩士 === 國立高雄第一科技大學 === 企業電子化研究所 === 99 === With the mobile network service and the ubiquitous network environment being mature, the social network services which based on micro-blog and virtual community have become the most popular social interaction platform. According many researches, virtual community own high level of stickiness. The higher stickiness the web services have, the longer time the user will stay. It will let user get more gratification. Simultaneously, when the social network service gets higher stickiness, the value of social network service gets greater which also makes the switching cost of customers get higher. By reviewing related researches, we find out the stickiness of the social network service is effected by personal psychology (achievement, entertainment, presence and self-efficacy), social environment (subject norm, critical mass, social infection and privacy policy) and the characteristic of innovation service (relative advantage, complexity, compatibility and observability) . In this research, we will discuss and develop the social media fit and its scale to helping academic and business researchers to predict the stickiness of the social network service.