| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 100 === We can see Facebook today is in widespread use in Taiwan according to a report on Socialbakers website. The Taiwan population of Facebook users is almost 12 million, which is 52% of total amount of population. Furthermore, it shows that 74.22% of internet users have Facebook accounts.
In 2012, Facebook announced the number of its users in the initial public offering: the monthly active users was 845 million while the daily active users was 483 million by the end of December, 2011.
It is very obvious that Facebook has became very popular and is commonly used as a social platform all over the world. This research is aimed at understanding what factors make it so prevalent.
The theory of this research is based on the Technology Acceptance Mode（TAM), Theory of Planned Behavior（TPB）and Combined TAM and TPB(C-TAM-TPB) models considering the technology aspect and the characteristics of its users. Privacy leakage is also an concern when using Facebook. Therefore, to know the cognitive perception of privacy leakage of its users and the level of trust are issues of this research.
The author linked up those two factors with C-TAM-TPB model and proposed a conceptual framework to review the impacts which were caused by the preceding variable and its effectiveness of explanation.
The results concluded that the using intention had direct and also indirect positive effects by those variables such as attitude of using, perceived usefulness(PU), perceived ease of use(PEOU), subjective norms and behavior control. The privacy impacts had indirectly negative influence on the using intention.
The variables which caused remarkable shifts to using intention were "attitude of using" and "perceived ease of use". Both path coefficients were 0.515 and 0.414. Moreover, "subjective norm", "perceived behavioral controls" and "privacy impact" resulted almost the same to "using intention". Their path coefficients were 0.163, 0.157, -0.135; "trust" had the least path coefficient which was 0.102. Also, the variables that had the mediating effects in the whole structural model were "perceived ease of use", "attitude of using", "subjective norm" and "perceived behavioral controls".
Finally, this research proved that its theoretical model was able to expound 66.8% of the whole variables of using intention of Facebook's users.
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