| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 103 === Check-in function of Facebook recently has become a hot issue. Wherever Facebook users visit, they will check–in to share information with their friends. Check-in function not only provides opportunity for users, it also provides the effects which are similar to traditional word-of-mouth. Thus, many businesses also have seized this opportunity and launched new marketing strategy.
Social influence is the social pressure caused by the others or group opinions or behaviors. Social influence includes the normative influence and informational influence. Informational influence is to meet the expectations of another person or group, or in order to obtain others identity, individuals obey others or groups of expectations. This study expends to &;quot;public self- consciousness&;quot; to represent informational influence. Normative influence is that people accept social norms in order to obtain the good response from others, or because of keeping a good relationship with other members in group, people will obey group. Therefore, this study expends to &;quot;normative influence&;quot; and &;quot;subjective - norm &;quot; to represent normative influence.
Behavior of people comes from motivation. Motivation is what drives an individual to make an opinion or a behavior. Motivation can be divided into intrinsic motivation and extrinsic motivation. Intrinsic motivation comes from satisfying inner demand. Thus, this research expends to &;quot;self-expression&;quot; in order to represent intrinsic motivation. Extrinsic motivation refers to the external environmental factors what impact on the motivation. Through social networking, users show themselves, links to social networking and maintain the relationship with others. This study takes &;quot;self-interest&;quot; and &;quot;social identity&;quot; as the extrinsic motivation dimensions.
Social network is used to develop and maintain. Due to premiums, discounts or personal purposes like to show themselves, receive social-identity, share information, customer will check-in. This study bases on society theory and motivation theory, specifically extend to “public self-consciousness”, “normative influence”, “subjective norm”, “self- expression”, “self-interest” and “social identity”, in order to discuss how society influences on Facebook user’s check-in behavior.
This study analyzes reliability, correlations and other index by SPSS and AMOS analytics software. The result of the study addresses that society influences on check-in behavior through two mediation factors including self-interest and social identity. Furthermore, the study addresses limitation, the implication of Facebook user’s check-in motivation, and future researches.
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