| Summary: | 碩士 === 開南大學 === 企業與創業管理學系 === 100 === Facebook has attracted most attention in recent years and is a social networking service (Social Network Service, SNS) network platform. It opens to use in February 2004. In recent years, the development of innovative social networking sites (such as Facebook, Twitter and Plurk) succeeded in attracting Taiwan users’ attention and also became a favorite of Internet users around the world. According to the iCrossing analyst data, the number of Facebook users is expected to reach 1 billion people in August 2012, equivalent to one seventh of the total global population. In fact, according to Facebook's data, Facebook has 800 million people in September 2011. (blogspot.com, 2012.01.12) Taiwan Facebook has attracted about 12 million members to join since 2006. (socialbakers.com, 2012.04.08) So you can see that Facebook has become the main window of Internet users to contact with the outside world.
This research adopts the factors from innovation diffusion management theory (Rogers, 1983) and modifies it by using opinions from Moore and Benbasat (1991). It also includes perceived "critical number of volume (the Critical Mass.)" (Markus, 1987) and perceived "hedonic pleasure (the Hedonic)" (Van der Heijden, 2004). These factors are independent variables. Use intention is the dependent variable. We use the five kinds of personality traits as the moderating variables. This study takes the most popular and also the largest social networking site Facebook as the innovative product and want to explore different the personality traits and different susceptibility factors affect intention to use Facebook and also different moderating effects of different personality traits. The results show that the relative advantage, compatibility, hedonic pleasure and perceived critical mass will affect the willingness of users to use Facebook, while the impacts of the complexity and visibility are not significant in the empirical research. The study also found that different personality traits directly affect the willingness to use Facebook but the effect is not significant. It further analyzed the moderating effect and found it was slight. Only a few personality factors’ moderating effects are significant. This study further explores its implications and makes some recommendations.
Keywords: Theory of Diffusion of Innovation, Perceptions, Facebook, Personality Traits, Mini Marker.
|
|---|
