User Behavior of Facebook: A Perspective of the Extended Technology Acceptance Model

• Main Authors: Pham Dinh Chien, 范霆戰
• Other Authors: Yu-Li Lin
• Format: Others
• Language: en_US
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/83985740555107229855

碩士 === 南台科技大學 === 企業管理系 === 100 === Nowadays, social networking sites (SNS) such as Facebook, has become very popular online communities in the world. In Taiwan, Facebook is very popular from 2009 and it’s also getting hot in online social networking sites. Facebook allows users to share ideas, events, activities and interests within their individual networks. This study aimed to examine the user behavior of Facebook. Respondents were users who used to Facebook in Tainan City, Taiwan. A research framework based on Technology Acceptance Model (TAM) is proposed with Theory of Expectation-Confirmation. This framework includes Expectation, Perceived Ease of Use, Perceived Enjoyment, Usefulness and Intention to Use. To empirically test the theoretical framework proposed after reviewing relevant literatures, this study used SPSS and AMOS programs to analyze data through confirmatory factor analysis (CFA) and structural equation model (SEM). Besides, convenient sampling is used for this study. The result showed that expectation directly effect on perceived ease of use, perceived enjoyment, usefulness. This study also indicated perceived ease of use has a positive effect on perceived enjoyment; both perceived ease of use and perceived enjoyment positively influence on usefulness. Finally, results indicated intention to use Facebook is effected by usefulness. Theoretical contributions and practical implications of the findings are discussed and suggestions for future research are presented.