| Summary: | 碩士 === 靜宜大學 === 資訊管理學系 === 102 === The population of mobile web users worldwide increases with the coming of the era of Internet. What is accompanied by this mobilization trend in the modern society is the quickly escalating number of users of mobile devices, and it is especially apparent in recently years. With the virtual space created by the Internet, users of mobile devices can now share and exchange information with each other conveniently. Information and communication technology evolves continuously and there is a shift from e-mail and websites to blogs and MSN. These technological changes have altered the behavior of people and organizations. For example, the World Wide Web, the newly emerged social networks (such as Facebook, Weibo, and Twitter)for instantaneous sharing, the various blogs and bulletin board systems, and many other innovative services have gradually become a part of our everyday life and altered the lifestyle and the consumption pattern.
Aside from discussing the technological environment created by social networks, the investigators also include the psychological effect of personal and social cultural environment on an individual as well as the behavior of the individual. According to this background, the investigators consider that it is a good idea to examine the above-mentioned topic based on the social cognitive theory.
The major objective of the study is to take self-efficacy and personal outcome expectations of the social cognitive theory as the basic dimensions and perceived playfulness and subjective norms as the additional dimensions to explore the intention of selfie sharing through mobile services. The study adopted the structural equation modeling (SEM) approach for data analysis and used online questionnaires and paper-based questionnaires to collect data. A total of 592 questionnaires were returned and valid. The study found that (1) personal outcome expectations and the intention of selfie sharing through mobile services are positively correlated; (2) self-efficacy and the intention of selfie sharing through mobile services are positively correlated; (3) self-efficacy and personal outcome expectations are positively correlated; (4) perceived playfulness and the intention of selfie sharing through mobile services are positively correlated; (5) subjective norms and the intention of selfie sharing through mobile services are positively correlated.
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