| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 100 === In recent years, social media rises abruptly and becomes part of many people''s daily life. However, with its growing maturity of social media development appears the phenomena of user saturation. Consequently, the issues that how to explore and satisfy the demand of users, and how to encourage the current users to continue using social media, have become an important subject to develop social media nowadays. In the past, in spite of many scholars concerning the motivations of people’s usage of social media, most studies focusing on individual behaviors lack of perspectives of interaction of the whole society, and thus fail to discuss the influential factors behind such behaviors. As a result, four major motivations of the social media users, entertainment, socializing, information-seeking and self-presentation, are proposed by this research from the viewpoint of Uses and Gratifications Theory. Also, combined with Social Interaction Theory, human-human interaction, human-message interaction, and human-environment interaction is also proposed, expecting to understand the relationship between user demand and social interaction further, in order to probe into the factors that influence people''s continuance usage intention. The results of this research contribute to academic studies. On the other hand, it also helps the social media administrators understand the influential factors of users’ continuance usage intention. Both contributions function as reference to scheme strategies for attracting and maintaining the users effectively.
|
|---|
