The Study of the Users’ Behavior of Social Website Services: Perspective on the Technology Acceptance Model

• Main Authors: Chang, HuiMin, 張惠民
• Other Authors: Tseng, HsinChao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/2rrgc5

碩士 === 長榮大學 === 高階管理碩士在職專班 === 99 === 　　With the popularization of internet application, the relationships and the ways of communication links between people have changed greatly. Internet users transform their role from one-way information receiver toward two-way communication, especially in the interactive Social Network Service (SNS) environment. This paper was conducted to explore the factors that Facebook users’ behavior intensions base on Technology Acceptance Model (TAM). This research applies the questionnaires to collect data, that distributed 719 valid samples were analyzed via SPSS. The results showed that: (1) Demographic variables have the positive influence on perceived usefulness of Facebook; (2) Demographic variables have the partly valid influence on perceived ease of use of Facebook; (3) Perceived usefulness and perceived ease of use has the positive influence on behavior intention of Facebook; and (4) Perceived ease of use has the positive influence on perceived usefulness. Finally, based on the results, this study proposed the conclusions and some suggestions for internet businesses to refer to.