Examining users’ we stickiness intention in social network site: integrating of social identity, social presence, and use and gratifications theory.

• Main Authors: Shu-Fang Chen, 陳淑芳
• Other Authors: Chia-Hui Yen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/29728814499076411242

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 100 === To sustain and develop interpersonal relationships, the users of social networking sites can share the common preferences and the topic among themselves, you can also allows users engaged in social activities and sharing experiences between each other. The important research direction in this paper is to identify how the social networking sites attract Internet users with continued loyalty under the multi-function environment. Therefore, this study will focus on the famous business site facebook users, using the Smart-PLS 2.0 statistical software research mode in the path between the constructs, to test the hypotheses will be set up or not. Meanwhile, we use the factor about “entertainment” and “information” to discuss the sticky of business site participation. By the way, we also use the variables about “interactive” and “self-presentation “to observe the influence as above. In this study, we develop the scale of the questionnaire, analysis the data including age, gender, education level, the frequency of using social networking sites. The results show that social identity, social presence, cognitive entertaining and informative are positive significant impacts on user satisfaction, and self-presentation and interaction will affect the social identity and social presence. Finally, we hope it’s helpful for the future industry of business community website.