| Summary: | 碩士 === 國立成功大學 === 經營管理碩士學位學程 === 100 === Customer value has always been an important concept applied by enterprises to enhance their competitive edge in recent years. There have been many relevant literatures and discussions, but most of them were written from the perspective of the service industry. Facebook is one of the social networks that have developed rapidly in recent years and it has even changed the way people used to manage their interpersonal relationships. In the past, the discussion about Facebook mostly focused on the technology acceptance model. Considering these points, this paper explores the new type of interpersonal relationship influenced by Facebook and studies how different personal characteristics affect people’s behavior when using Facebook. Moreover, it studies how interference factors such as network centrality and loneliness affect customer value and people’s behavior when using Facebook.
Taking Facebook users as research subjects, a Web-based survey was conducted and a total of 360 answered questionnaires were collected, with only 315 of them considered as valid. The effective response rate was 87.5%. The data was analyzed by means of AMOS, regression analysis and factor analysis.
The research finds that inwardly-controlled personality trait has a significantly positive effect on functional rational customer value. Outwardly-controlled personality trait has a significantly positive effect on emotional customer value. Functional rational customer value has significantly positive effects on Facebook usage behavior. Emotional customer value has significantly positive effects on Facebook usage behavior. Network centrality has significantly positive and enhanced effects on the relationship between functional rational customer value and Facebook usage behavior. Sense of loneliness has significantly positive and enhanced effects on the relationship between emotional customer value and Facebook usage behavior.
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