| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 101 === The age of Web 2.0 has arrived, and the sharing concept of
social networking society has widely spread. The combination of
location-based services and social networking websites may bring
marketers more opportunities. Recently, Facebook has become the
most popular social networking website. After the check-in service
was launched in Taiwan, many brands started to propose creative
marketing activities through such a novelty function. The motivation
of this research is to find out the factors that influence users’
preference for this new information technology. Hence, this study
investigated the elements affecting individuals’ check-in behaviors on
Facebook using social impact, user involvement, and privacy
protection as external variables based on technology acceptance
model.
This work adopted the on-line questionnaire method. Participants
are those who have check-in experience on Facebook with 499 valid
questionnaires collected. The research results are verified by structural
equation modeling and listed as follows. First of all, external
variables social impact and user involvement reveal positive
influences on perceived usefulness and perceived ease of use.
Secondly, social impact, user involvement, perceived usefulness and
perceived ease of use all have notable positive effects on behavioral
intentions; user involvement has the greatest influence, followed by
perceived usefulness. Finally, privacy protection makes little influence
on perceived usefulness, perceived ease of use, and behavioral
intentions.
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