| Summary: | 碩士 === 開南大學 === 商學院碩士班 === 106 === The rapid growth in consumer participation of social networking sites has changed the basic social relationship. Social networking sites allow people to form a digital group based on common interests. Social networking sites include blogs, groups, networks, and real-time information. As a result, they strengthen people’s social interactions. In the confines of virtual environment, we can ascertain the perceived purchasing risk and the possibility that internet users are expected to lose in an electronic transaction. (Ko et al., 2004). Past studies considered perceived risk as a multi-dimensional structure, including a few loss or risk factors, which are applicable to studies of social networking sites use. These risks will also play important roles on purchasing behavior since users are all connected. Past studies also discover that perceived risk in e-commerce has a negative effect on attitude. Therefore, this study wishes to explore the effect of social networking site user’s perceived risk on his attitude and satisfaction. Using social networking site users as samples, we obtained 148 valid questionnaires.
Through empirical analysis from questionnaires, this study reveals that the reliability metrics of perceived risk, attitude, and satisfaction are all greater than 0.8, meaning that this reliability is acceptable. In perceived risk, privacy risk and waste of time risk are most often considered. There is a positive correlation between satisfaction and attitude. Perceived risk has no significant effect on satisfaction, and this does not support H1 hypothesis. Perceived risk has no significant effect on attitude, and this does not support H2 hypothesis. Attitude has significant effect on satisfaction, and this supports H3 hypothesis. Attitude has a moderating effect on perceived risk and satisfaction, and this supports H4 hypothesis. Age and educational level have significant difference in the views of perceived risks. Age and gender have significant differences on the views of attitude. Gender and family values have significant differences on views of satisfaction.
Finally, this study raises the importance of user attitude and satisfaction on the use of social networking sites because it has a direct influence and an important metric in measuring the success of the site. In other words, attitude will strengthen the satisfaction of using social networking sties. We also discover that perceived risk has a lower influence on attitude. This reveals that there is no economic risk, but it also means that the benefits and satisfaction of using social networking sites will exist other risks such as mental, time, social, and privacy.
Keywords：social networking site, perceived risk, attitude, loyalty.
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