| Summary: | 博士 === 國立臺灣科技大學 === 管理研究所 === 101 === Technological service providers using electronic, networking and digital content to offer services such as online social networking (OSN) and electronic book (e-book) have attracted increased attention and a growing number of users in recent years. This dissertation presents two studies in an extended and unified theory of acceptance and use of technology (UTAUT) model, which also include the factors satisfaction, credibility trust, and benevolence trust, using an empirical survey of 676 OSN users in Study1, and a survey of 400 e-book users or potential users in Study 2 to examine the influence of these factors. The results of regression analysis showed that the four key constructs of UTAUT (social influence, performance expectancy, effort expectancy, and facilitating conditions), as well as satisfaction, credibility trust, and benevolence trust, are all direct determinants of OSN users’ behavioral intention. By comparing the coefficients of regression analysis, the relative importance of each determinant was also derived. Results further indicate that benevolence trust has a considerably stronger effect on OSN users’ behavioral intention than any other factor, and that performance expectancy, credibility trust, and benevolence trust are all direct determinants of e-book behavioral intention. A discussion is offered on the implications of these findings for online social networking and electronic book producers and managers with respect to their future marketing and operations strategies.
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