A Study on the Factors of the Continuance Intention for Social Media: Perspectives of Theory of Reasoned Action

• Main Authors: Chiang, Shin-Ju, 江欣茹
• Other Authors: Wu, Li-Wei
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/sr3j4x

碩士 === 東海大學 === 國際貿易學系 === 102 === The fast growing Internet has prompted the rise of social media. People can break the area boundaries by using Internet to find partners at a lower cost. This study explore factors that affect users in continue using social media. Such factors include network effect, flow, conformity, and social presence. The Internet addiction will also affect users’ continue use intention. Social media users are the subjects of this study. A total of 400 questionnaires were collected, with 375 of them being valid. Structural equation modeling is applied to analyze the data and test the hypothesis. Research results show that: The attitude of using social media has positive and significant effect on continue use intention, which suggest the better the users’ attitude of using social media the better their continue use intention will be. Also, network effect, flow, conformity have positive and significant effects on the attitude of using social media, which suggest that when the social media has better support manufacturers or service, and when the users are more focus on using it, and when the users want to meet the expectations for the group, and get the love and acceptance of others to become part of groups, will all makes the users’ attitude of using social media better. Last, Internet addiction has positive and significant effect on continue use intention. However, the results indicate the link between social presence and attitude of using social media have no significant effects. This might because the social media did not bring up enough social presence, so the users’ cannot feel the existence of each other. Therefore the result is not significant.