A study on the Impact of Continuing Information Technology Use-Based on the Case of Facebook Usage

• Main Authors: Lee,Tsung-Yi, 李宗穎
• Other Authors: Lin Yi Min
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/39778825201546144860

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 101 === Owing to the rapid development of Information Technology and the dramatic variation of society, internet has become indispensable for many modern people in daily life. With the creation of Web 2.0 and popularity of networking service on mobile devices, social networking service also grow much prosperous. Facebook, a famous social networking service website, was founded by Harvard student Mark Zuckberg and launched in February 2004. As of October 5th, 2012, Facebook has over one billion users around the world. In Taiwan, Facebook is also famous for the webgame "Happy Farm" and so far the number of its users is over 13,057,560, almost more than half of them would use Facebook everyday. Former theories (such as TRA, TPB and TAM, etc. ) are considered that behavior intention is the only factor to influence behavior. However, many studies pointed out that continued usage IT behavior is obviously habit-oriented. In addition, based on personal habit of using information technology, the degree of autonomy usage may affect continued usage IT behavior. Thus, this study make an empirical causal model on the basis of Post-Acceptance Model, Habit and Social Influence. Relevant statistics in the research is based on Internet surveys, which is used on Facebook users and most of the subjects are students. 182 surveys have been conducted randaomly with 37 of them being invalid. This research use PLS to analyze the data and the findings reveal that Satisfaction significantly has positive impact on personal continuance IT intention. In addition, Satisfaction and Attention:Importance are crucial factors that formed Habit of personal IT usage. In turn, Habit significantly has positive impact on personal continuance usage IT. Finally, Internalization has obviously positive impact on continuance usage IT behavior while Identification has obviously negative impact, and Compliance has no significant direct effect.