The Study of the Using Behavior of Social Network Sites－An Extension of Technology Acceptance Model

• Main Authors: Chien-Wei Huang, 黃健暐
• Other Authors: Ya-Kan Chiu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/79799046676123076512

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 99 === In recent years, with the Internet development, social network sites (SNS) become the important part of communication. And the global user of SNS has grown tremendously in popularity over the last few years. There are six hundred million population use SNS in the world. In Taiwan, there are about ten million people to apply for registration and use. SNS has become the new favorite in all Internet application technology, it's also many companies want to investment and attention. It represent SNS has become more and more important for business development and personal social. Thus, this study tried to understand the motivation and determinants of user participation SNS. We used the qualitative research methods of in-depth personal interviews to gain insights from the participants, therefore some factors of adopting SNS was found out. And according to theory of motivation, we proposed the related constructs. In this study, we describe that perceived usefulness, perceived ease of use, perceived convenience, relationship development and self-disclosure as extrinsic motivation; perceived playfulness as intrinsic motivation. Then we integrated technology acceptance model (TAM) with related constructs for testing the influence. We collect data by the Internet and totally get 432 valid respondent's questionnaires. Using LISREL structural equation models to test goodness of fit, validity, and the hypotheses. The results showed that there is the effect of attitudes and internal motivation as perceived playfulness on behavioral intentions reached significant level, while perceived usefulness is showing no significant effect on behavioral intention. The perceived playfulness, perceived ease of use, perceived usefulness, and relation development are the positive influence on attitude. Finally, we made some suggestion for practice and other researchers base on the results.