Exploring the Loyalty of Users to Facebook from the Perspective of Technology Acceptance Model.

• Main Authors: Li yu tang, 李宇堂
• Other Authors: Kuo Chan Sheng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78522865918733515459

碩士 === 開南大學 === 資訊管理學系 === 101 === Abstract With fast development of the network technology, the social network website is one of important tools for online communication in the modern society. Facebook is a famous representative among social network websites and provides some useful functions for users such as the wall, status, various games, fan pages, groups, etc. Moreover, Facebook attracts the numerous users to join it for enhancing the interpersonal friendships due to its immediateness, interaction and enjoyment on using functions and gradually turns a new channel of communication. Some enterprises have caught the attention for the trend and want to raise their commercial opportunities and benefits through the marketing channel on Facebook. This study thus proposes an integrated model based on technology acceptance model (TAM) to explore the key factors of effecting usage intention and loyalty for the users of Facebook. This research adopts a survey method and collects 324 valid samples. The statistical techniques for data analysis include descriptive statistics, reliability and validity analysis, analysis of correlation, one way analysis of variance, and regression analysis. After analysis, the results of this study showed that of the following: (1) Conformity intention and word-of-mouth perceptions have positive effects on perceived usefulness; (2) Community interaction and technology entertainment have positive effects on perceived ease of use; (3) Perceived ease of use has a positive effect on perceived usefulness; (4) Perceived usefulness and perceived ease of use have positive effects on intention of use; (5) Intention of use has a positive effect on user loyalty. Furthermore, this study provides the practical opinions to the developer of Facebook, and the suggestions for the future research. Keyword : Technology Acceptance Model (TAM), User Loyalty , Social Network Site, Facebook.