A Study of the relationship among Facebook usage behavior, expectations value, herding behavior and social technology

• Main Authors: che-chi Hu, 胡哲齊
• Other Authors: Raie-Kuan Chang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/68457835703970649407

碩士 === 國立高雄師範大學 === 資訊教育研究所 === 101 === The Community social website has become indispensable software. Which capital in expectancy value of youth makes youth will to spend time and effort on following social famous person of maintaining their social special pages？Thus researcher use network questionnaire method on uers of facebook via data collection and analysis, find that the uer’s mentality of facebook has effected further because of expectancy value and come into herd mentality, and change their using wish by promoting self worth and social status. The researcher use questionnaires to investigate in this study, recover 351 questionnaires totally, 300 valid questionnaires, and the effective recovery rate is 85%. Researcher find that task value, technology value, and personnel value of social technology have positively significant influences on user’s expected value, financial capital and social capital of expected value have positively significant influences on user’s herd behavior, informational social influence and normative social influence of herd behavior have positively significant influences on user’s using wish to uers, intellectual capital of expected value doesn’t have significant impact on herd behavior. In other words, user’s knowledge learning could not be changed with technology or software use by everyone, and comprehend that the higher using frequency of user’s , the more important on expected value, herd behaviorand and using wish comparatively. Finally propose Specific recommendations according to conclusions, and provide reference to community social website of devolopment and establishment on future.