Relationship Study among Social Media Users' Gratification, Attitudes and Behavior
碩士 === 國立成功大學 === 統計學系碩博士班 === 101 === With the rapid growth of numbers of social media users, the use of social media has become an inevitable trend. This study investigates university students’ gratification, attitudes and behavior toward social media in Taiwan. Structural Equation Modeling (SE...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/73975398423516347843 |
| Summary: | 碩士 === 國立成功大學 === 統計學系碩博士班 === 101 === With the rapid growth of numbers of social media users, the use of social media has become an inevitable trend. This study investigates university students’ gratification, attitudes and behavior toward social media in Taiwan. Structural Equation Modeling (SEM) was employed to test the relationships among social media users' gratification, attitudes and behavior. The results show that entertainment, information and interaction have a positive impact on social media user’s attitudes and the influence of entertainment and interaction on attitude is huge. Furthermore, social media users’ attitudes positively influence behavior. The findings of this study can provide valuable information for social media and Internet companies.
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