| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 99 === Recently, there has been a dramatic proliferation in the number of users on Social Networking Sites, especially Facebook ; however, little is published about what motivates people to share information in Social Networking Sites activities. Based on the theory of planed behavior, we developed a model involving technology acceptance, knowledge sharing and social influences.
A survey of 309 Facebook participants found strong support for the model. The results indicated that enjoyment, and knowledge sharing (altruism, trust and expected relationships) were positively related to attitude toward sharing information on Facebook, and accounted for 69% of the variance.
The ease of use were positively related to usefulness and accounted for 55% of the variance. The Social interaction and shared value were positively related to community identification and accounted for 76% of the variance.
On the other hand, social factors (community identification) and attitude toward sharing information on Facebook significantly influenced a Facebook participant’s intention to continue to share information on Facebook. Together they explain 73% of the variance of intention to share information on Facebook.
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