| Summary: | 碩士 === 元智大學 === 企業管理與服務科學學程 === 99 === Web 2.0 environment, technologies enable users to share information with each other and to build new relationship on the online platform. In social networking Websites like Twitter, Facebook, Plurk and Myspace, users exchange messages that help them to build up communities. Facebook, for instance, offers multi-functional applications that business, organizations, and interest groups can use to build relationships with their users- here application also empower users to form fans clubs and to have their own Web pages that satisfy their needs.
This research adapts Theoretical Integration of User Satisfaction and Technology Acceptance model that proposed by Wixom and Todd (2005) to study users of a social medium－Facebook. Two hundred and five users on Facebook fans page and fans groups participate the survey. Partial Least Squares (PLS) was used to analyzed the data. The results suggested that object-based beliefs, object-based attitudes, behavioral beliefs have positive impact on behavioral attitude and intention of Facebook users. Wixom and Todd’s model was found to be applicable in social media context. Theoretical and managerial implications were discussed.
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