Facebook Fans Page Behavioral Intention to Use Research– For Example in A Technological University Library

• Main Authors: Chung-So, Chen, 陳重鑠
• Other Authors: Yun-Kuei, Huang、Win-I, Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/77ntvu

碩士 === 德明財經科技大學 === 行銷管理系 === 102 === In recent years, Facebook has become the fastest growing and most popular social networking sites, there are a growing number of celebrities, companies or famous brand set up their own Facebook fans page , to enhance its interaction with the fans menbers or create social commerce, many domestic libraries have also created a exclusive fans page, hoping to improve students’ or people to use of the library, and create the trendy of image. According to the study of Theory of Reasoned Action, Theory of Planned Behavior, Technology Acceptance Model, Cognitive Evaluation Theroy, Expectation Confirmation Theory, and A- Post Acceptance Model of IS Continuance, from the perceived usefulness, perceived ease of use, perceived enjoyment, privacy risks,and sense of virtual community, five points of view to explore the influence of Behavioral Intention to use on libraries fans page members. The results found that, overall the perceived usefulness influence on behavioral intention to use is positive and the most significant, secondly by sense of virtual community,thirdly by perceived enjoyment are also positive and significant . However, perceived ease of use the effect of behavioral intention to use is not significant affect. Similar privacy risk affect to behavioral intention to use of positive or negative is not obvious and significant. Finally, conclusions and recommendations in order to provide a library of fans page administrator for reference.