Using the theory of planned behavior to analyze the behavioral intention of community websites

• Main Authors: Ya-ling Yang, 楊雅玲
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/24093764185694527933

碩士 === 國立屏東教育大學 === 教育科技研究所 === 100 === Because of the vigorous development of Internet, it makes the community websites become the main communication area for every university student. There are most researches that focused on the user’s behavior of community websites, but there are few studies that included systematic theory to analyze the behavioral intention of community websites. The main purpose of this research is to adopt the Theory of Planed Behavior, the most widely accepted theory in the area of social psychology to study the motivation of human behaviors, as our theoretical basis to study the behavioral intention of student that use community websites of university, and to determine if there is any significant variance in the relevant behavioral intention of university students of different backgrounds. The study also analyzes the correlation among different phases of the university students’ behavioral intention when using community websites by applying the Theory of Planed Behavior, thereby determining if they agree with the above theoretical model. Therefore, the study apply Ajzen (1985) to made the Theory of Planed Behavior and other theories of behavioral intention to develop a scale for measuring the behavioral intention of community websites, and take university students study in Tainan to investigate by Likert scale. The discoveries were found based on the analysis of research： 1.The university students held positive attitudes toward the behavioral intention of community websites. 2.The behavioral intention of university students in using community websites are greatly influenced by their friends, peers and information of Internet. 3.Different in gender, monthly income, times of use Internet, experience of use Internet, visitation of portal sites, impression of community websites, and registration number of community websites will greatly effect the behavioral intention of university students in using community websites. 4.The social ethics and personal attitude will greatly effect the behavioral intention of university students in using community websites. 5.The theory of Planned Behavior has significantly effective explanation power to the behavioral intention of university students in using community websites.