USING “SOCIAL INFLUENCE THEORY” AND “TECHNOLOGY ACCEPTANCE MODEL” TO EXPLAIN BBS DESIRE AND INTENTION TO USAGE

• Main Authors: Po-wei Chen, 陳伯偉
• Other Authors: Tze-hsien Liao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/63900521657782501405

碩士 === 大同大學 === 事業經營學系(所) === 103 === The immediacy, anonymity, convenience, and interactivity of Internet allow people to communicate with each other anytime and anywhere and which change the way people communication. Internet has changed people’s life especially in economic activities and social patterns. The Bulletin Board System (BBS) is one of the media that people communicate with each other. As BBS is popular recently, it is valuable to discuss the usage behavior of BBS. This study aimed to use “Social Influence Theory” and “Technology Acceptance Model” to explain the BBS “Desire to Usage” and “Intention to Usage”. This study invited the users of PPT Bulletin Board System in Taiwan to participate the survey. By the convenience sampling, 230 validate samples contributed to this study. The results indicated that “Social Influence Factors” (i.e., Subjective Norm, Group Norm, and Social Identity) significantly and positively influence “Desire to Usage” and “Intention to Usage”; “Technology Acceptance Factors” (i.e., Perceived Ease of Use and Perceived Usefulness) significantly and positively influence “Desire to Usage” and “Intention to Usage”. Besides, “Social Identity” significantly and positively influences “Group Norm”; “Perceived Ease of Use” significantly and positively influences “Perceived Usefulness”. Finally, “Desire to Usage” significantly and positively influences “Intention to Usage”.