| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 100 === The increasing popularity of the use of facebook,that users to use Facebook to create the behavior of the non-profit societies increasing. Past the study, facebook societies and the impacts of entity Societies satisfaction and loyalty research is still rarely, therefore , this study investigate the motives. In this study, the factors in the theory of planned behavior, perceived usefulness, perceived ease of use, peer influence, external influence, self-efficacy, facilitating conditions, attitude, subjective norm, perceived behavioral contral, combined with the theory of relationship marketing in social relations, structures relationship, relationship quality, and joined the satisfaction and loyalty, combined with the structural model of this study to explore the affect of non-profit societies operating into Facebook for satisfaction and loyalty.Used in this study a questionnaire survey, participate in the Facebook Societies and a member of the society to have a physical communities as research subjectsA total of 290 valid questionnaires, validated by structural equation modeling (SEM), results were as follows:
1. Understanding Societies users attitude, subjective norms, perceived behavioral control, will affect the user's satisfaction and loyalty?
2. Perceived usefulness and perceived ease of use affect Facebook Societies users and using the attitude?
3. Peer influence and external influences affect the Facebook Societies users subjective norm?
4. Self-efficacy, beneficial conditions affecting Facebook the Societies users perceived behavioral control ?
5. members of the association between the Social bonds and structure bonds will affect the community relationship quality?
6. Relationship quality can affect the users of Facebook Societies satisfaction and loyalty?
7. Members of the non-profit societies for the society satisfaction would affect the loyalty?
Allows users to continue using the recommendations and hope to put forward, in order to provide operators of non-profit societies learn.
|
|---|
