The Impact of User Interactivity on User Stickiness Intention: Takes a Taiwan Main Social Website as Example

• Main Authors: WANG, HSUAN-HSIAING, 王暄翔
• Other Authors: CHOU, CHIEN-HENG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6tyb28

碩士 === 中國文化大學 === 國際企業管理學系 === 106 === Due to the developed at top speed of Internet, more and more people can contact Internet. The mobile telecommunications system become speedup and popularize, let people using mobile device to browsing media content and social network service anywhere and anytime. In numerous Internet services, social network service likes social website become the main target that people using and browsing, the mass of data and business benefits brought by social network service become. In many Internet services, social networking sites have become the type of websites that people use to browse and use, and the massive amount of data and business benefits brought by social networking sites will become more important in the future.How to let users stay in specially websitesbecome an important commercial issue. This study uses the collected academic literature and technical documents,generalize a conclusion that factor can affecting user stickiness. Taking interactivity between users as an independent variable, taking interactivity between users and website as a control variable, taking user satisfaction as an intermediary variable. Create a hypothesis that “ Interactivity between users will affect satisfaction, and then affect the stickiness ”, then testing Hypothesis by using the data collecting from questionnaire. Using online questionnaires services, subjects is users from Taiwan main social website. Numbers of questionnaires retrieved is three hundred and eighty, nine invalid questionnaires were eliminated, three hundred seventy-one valid questionnaires, the re- covery rate was 97.6%. The results show that the users interactivity, whether it is between users or between