| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 99 === Facebook is one of the social network sites that has widely used by college students and workers. This study takes Facebook for example to investigate if users‘ behavior on the social network site (an individual‘s learning performance) can be enhanced by integrating task technology fit model, mastery goal and internet self-efficacy. This study finds that one who has Facebook experience doesn‘t think functions are easy to use. However, both task and technology characteristics have impact on ease of use. In addition, psychological factors, internet self-efficacy and mastery goal, can predict individual learning performance. Findings conclude that as measure users‘ behavior on the social network site (an individual‘s learning performance), external and psychological factors need all take into consideration. This study also suggests that enterprises and education field should not ignore the learning influence Facebook brings and managers and educators can encourage their employees and students to adopt mastery goal orientation to enhance their individual learning performance. Moreover, as companies provide customers with cloud service, technology characteristics such as availability, integration, application and ease of use are important factors that cannot be neglected. This study provides better framework and constructs for explaining users‘ behavior on the social network site (an individual‘s learning performance).
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