A Study on the Intention of Using for Social Networking ervices from the Perspective of Service Science–Using Facebook as an Example

• Main Authors: Yu-Wen Chiu, 邱裕文
• Other Authors: Cheng-Ju Hsu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/68441822088002586516

碩士 === 健行科技大學 === 資訊管理所 === 101 === In recent years, various network services have commercial interests and considerable monetary value for use. Social media such as Facebook are popularly among numerous of internet services. Therefore, the quality of service of a website is extremely important on the improvement of sales. In order to increase the revenue of website, the social networking site operators can take the view point of confirming the important elements of the service and accurately grasp the needs of the users for social networking sites. According to the survey for the development and research of services, few of mature modes of operation and methods to carry out the products of services were used in the past. Because of the service development in practice has been lack of a suitable mode of operation, tools and methodology, "service engineering”, an emerging area of research, has come into being. For the purpose of service development and design, IBM proposed Service Science Management Engineering in 2004. It not only can use numerals and procedures to generate a systematic way for producing services, but also allow the service process easier to understand and adjust. In the paper we use theoretical framework on the basis of "service science" to explore the intention of using services of social networking sites for the users. This study sent out questionnaire to investigate Facebook users. Exploratory factor analysis and Cronbach’s α analysis were used to develop using intention scale suitable for Facebook. Finally, from 230 effectively samples, conduct empirical analysis with reliable and validity analysis, Pearson’s correlation analysis, descriptive and regression analysis on the feeling of using the services provided by the social network, which indirectly affect the intention to use. And we hope the results can help the operators of social networking sites to improve the service quality of the site and strengthen their service innovation. The study finds out that: (1) entertainment services are the most influential services of social networking sites for users; (2) the usability of interface has a great impact on network quality of service; (3) physical risk is the main factor to reduce the user''s intention for using the social network; (4) high quality service attract and retain social network users, and the network experience is a key factor in the use of network services.