| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 101 === Internet has developed rapidly and became a part of human life no matter where we are. Social Media has revolutionary changes on internet user within few years after it was introduced. The Social Media not only changes people’s ordinary life style but takes part in the history of human behavior. How social media has huge impact, what factors it consists to alter human’s habitual living style, and the endless demand has been created are all types of questions need further discussion and exploration. Literatures based on studying behavior of using Social Media indicate that Social Media presents versatility on its business aspects with multiple innovations. Therefore, the purpose of this research is to explore Social Media users’ continuous usage behavior by using Expectation – Confirmation Theory (ECT) as bed rock. All literatures related with characteristics of Social Media, technologies implemented, social science intakes, and success of information system will be organized and concluded with relating factors for effects on continuous usage of Social Media in order to provide a suitable theory for Social Media usage. In all ECT related literatures, there are not any researches on interrelationship effects of social capital theory, aspects of social interaction, and social presence to discuss the continuous usage of Social Media internet users and their effects on user’s continuous usage after one joins Social Media. This particular research broadens the ECT related variables for the completeness of implementing the theory onto Social Media.
All study subjects, residing in Taiwan, have been Facebook users for more than three months and are still using. Online survey questionnaires were distributed with three hundreds and ninety feedbacks. All of them were organized into three levels of effectiveness. SmartPLS software system is used to construct equation for data analysis. From research analysis the effects on social capital theory, social interaction, and social presence have huge impact on continuous usage of social media. The result can be used by scholar and professional and virtual social network entrepreneur as useful reference.
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