| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 101 === Title of Thesis:The Study of the Antecedents and Consequences of Interactivity and Self-disclosure for Social Network Site: The Empirical Study of Facebook.
Number of Page: 263
Graduate School and University: Graduate School of Business Administration, National Dong-Hwa University.
Category of Abstract and Graduation Time: Thesis for Master Degree, Spring 2013
Name of Student: Wang, Shiang-Ru
Adviser: Dr. Chih, Wen-Hai
Abstract:
The Internet changes people’s interaction, and the rise of social media also give people multiple choices for personality interaction as well as become a global trend. The study usessocial exchange theory as a conceptual framework to investigate user’s antecedents and consequences of interactivity and self-disclosure of social network site, in addition, this research tries to explore which factor can increase continuance intention of user.This research consists of 1014sampleswho hadexperienced to use Facebook in a half year. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit.The results indicate that different cluster user has different effect in variables, and all benefit variables are the most important antecedents of interactivity and self-disclosure. Besides, user’s interactivity and self-disclosure can improve their subject well-being and intimacy feeling, but the critical factors of continuance intention are interpersonal interaction and self-disclosure depth. Furthermore, this study also indicates that user’s flow experience will moderate the positive effect of the interactivity on the continuance intention; and user’s technology optimism will also moderate the positive effect of the self-disclosure on the continuance intention.This study also provides conclusions and practical implications to managers.
|
|---|
