Photo Sharing Intention on Social Networking Sites Through a Means-End Chain Approach

• Main Authors: I-Ping Chiu, 邱奕蘋
• Other Authors: Yi-Fen Chen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/61279473343775511149

碩士 === 中原大學 === 國際經營與貿易研究所 === 105 === With advances in community websites and the communication devices, use smart phones all day, photo sharing, become the most popular activities, These days, the related study springing up everywhere, and to explored the community website photo sharing. The main motivation. Few research for community site users to share the value of pictures to the deep of the heart. Therefore, this study adopted Means-End Chain (MEC), and utilized Soft Laddering method as a main tool when conducting in-depth one-on-one interviews with 62 users who have experience in using social networking sites and sharing photos at least once a week. The results of the research show: the attributes of using social networking sites to sharing photos, in order to seek attention, the using interface is beautiful and convenient and so on for the using factors. Use of social networking sites photo sharing benefits for the results of interaction, visibility, memories, etc., and social networking sites to share the value of the photo for the sense of belonging, achievement, happiness and enjoyment of life. This study will be useful for future reference to the use of social networking sites intention and value of the study, while providing academic and industry practice reference and use.