| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 104 === In recent years, social networking sites have become an integral part to our social communication platform. In response to the rapid advancement of Internet and electronic products, there are more and more users use social networking sites to communicate just because of its convenience and immediacy. They can express their personal feelings, post a recommend, and make a transaction.
Therefore, this study use Parasocial Interaction、Social Support、Privacy Concern to discusses the theory that is users become more Continuance Intention when using social networking sites to communicate with people? Or even more, users will get positive social support, which make them continuance Intention on social networking sites.
Besides the character of open environment of social networking. From the beginning of resigning of personal information to the activity information, or any other activities, there are the risk of exposed personal data with or abused by meaning. So this study believes that the higher level of user’s privacy concerns a higher negative impact on social networking sites and the Continuance Intention.
This study use the online "questionnaire" as the research methods, collecting 436 valid samples in the end, and analyzing the sample data by SmartPLS software tool to validate the model proposed, which in this study. The results show that having “Parasocial Interaction” on social networking sites and the obtaining of "positive social support" will have a positive effect on continuance Intention. And more user’s parasocial Interaction、social Support will increase the Continuance Intention too.
In addition, the result also found that the higher level of user’s privacy concerns a higher negative impact on social networking sites and the Continuance Intention. The author propose the operators of social networking sites should have a great security precautions to ensure user’s privacy and increase the trust and confidence by users to attract more and more people use social networking sites, also can bring us more business and more academic research opportunities.
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