| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 101 === Social Media has developed fast over the past decade and become the most popular platform of message exchange among people, also provides another communication method that different from the traditional way.Social Media put people together who has different ethnic, linguistic, cultural backgrounds, also can make people who has common interests and perspective together and found a community. This shows potential of building social relations.
With the popularization of mobile devices, people can grasp latest news, follow the dynamics of friends, and use application services on the Social Media.Because of Social Media has fully-fledged, so it is facing user slower growth now in some countries, but in other regions, for instance, South America , Asia, and the Middle East show user growth trend. This demonstrates that, there are still many users using social media continuously.
The previous literature most focus on using motivation and satisfaction of the Social Media, and emphasize on individual behavior, lack of using the overall view of social environment to explore the environment for the individual cognition and behavior effects .This research is based on Cognitive absorption theory, Social interaction theory, Social network theory, Social ties theory to analyzing the continuance intention of social media users.
The results shows : 1. Individual cognition has a positive effect on the continuous use . 2. Social interaction, Social ties, Social network of the environment have a positive effect on continuous use behavior. The results of this study has contributed to the academic and also provides social media manager a method to understand the influencing factors of user continuous using behavior, and as a reference to maintain long-term development of social media.
Keywords: Social media, Continuance intention, Cognitive absorption, Social interact -ion, Social ties, Social network
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