Exploring The Effects Of Trust On The Usage Of Facebook Fan Page With Media Richness And Uncertainty Perspective

• Main Authors: Chang, Wenyu, 張文瑜
• Other Authors: Chao, Rueyming
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/31965139825213842027

碩士 === 國立聯合大學 === 資訊與社會研究所 === 100 === With the popularization of the Internet, Facebook offer a new method of social interaction. The service provided by Facebook allows users to discuss, communicate, and to share their video, photos and files. Recent years have seen increased attention being given to Facebook, and it has seen growing importance placed on related researches. According to the previous researches, Intention to use is the main driver of the development of virtual community. Therefore, Intention to use is a key factor to the diffusion of virtual community such as Facebook page. Several studies indicate like media richness play an important role in tradition media including television and radio, the important constructs of media richness composed of instant feedback, non-verbal cue, language variety and personal focus as we discuss the user satisfaction. Facebook have many similar characteristics with traditional media. Therefore the study plans to investigate the Facebook user behavior with media richness. As the Facebook users participate to these activities, they will encounter several uncertainties. These uncertainties included marketing uncertainty, product uncertainties, competitor uncertainty, consumer uncertainty and service uncertainty. For these uncertainties, this study proposes that trust will be the critical factor to Facebook participation.