| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === The rapid development of internet prompts the rise of social networking sites, and Facebook has become the largest social network site as well as the most popular communication channel. Facebook has a number of functions, such as social contacts, games, and information sharing. Fan page in particular has been the most popular function among enterprises and celebrities. This study uses Motivation Theory and Expectation - Confirmation Theory to explore factors that affect fan page members in continue using the pages. Such factors include perceived usefulness, trust, perceived risk, perceived enjoyment and satisfaction. According to fan page characteristics. Perceived risk is defined as a privacyl risk in this study. Facebook fan page members are our subjects of study. A total of 1,080 questionnaires were collected online, with 666 of them being valid. Structural equation modeling is applied to analyze the data and test the hypothesis. Research results show that:
1.According to the result of structural equation modeling, the entire model of this study is up to the standard of the fit test. It means the study model has a good fit, and creates mutual influence among different constructs.
2.Of the antecedent variables of “satisfaction,” except “privacy risk,” “perceived usefulness,” “trust” and “perceived enjoyment” may all positively affect “satisfaction.” “privacy risk,” may negatively affect “continue intention.”“Perceived usefulness,” “trust,” “perceived enjoyment” and “satisfaction” may also positively affect “continue intention.”
3.“Satisfaction” has the largest direct impact on intention of continued usage”. Among the antecedent variables of “satisfaction”, “perceived enjoyment” has the largest direct on “continuance intention”. The result suggests that fan page owners should make their pages more fun and enticing, so that their members will be willing to continue using the pages.
4. “Privacy risk” is found to have an insignificant effect on fan page “satisfaction”. Therefore, the loss of “privacy risk” from Facebook fan pages may also result from hackings.
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