| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 106 === Facebook is the most popular social network site in the world. This study focuses on the roles of cognitive load and social capital that affect Facebook usage intention based on cost-benefit theory. This study examines the relationship among perceived website complexity, perceived interactivity, cognitive load, social capital, and Facebook usage intention. The targets of this research are Facebook users in Thailand. This research collected 280 surveys from Thai participants and the results indicated that perceived website complexity has significant and positive effects on intrinsic and extraneous cognitive load but has a significant and negative effect on germane cognitive load. Intrinsic and extraneous cognitive load has a significant and positive effect on Facebook discontinuous usage intention but intrinsic cognitive load has a significant and negative effect on Facebook continuous usage intention. On the other hand, germane cognitive load has a significant and positive effect on Facebook continuous usage intention but a significant and negative effect on Facebook discontinuous usage intention. Perceived interactivity has a significant and positive effect on social capital. Bridging social capital has a significant and positive effect on Facebook continuous usage intention but a significant and negative effect on Facebook discontinuous usage intention. Conversely, bonding social capital has a significant and positive effect on Facebook discontinuous usage intention.
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