A study combining with conformity、cohesiveness and TAM to the influence of virtual community using intension──example of Facebook
| Autor: | Cheng-liang Wu, 吳承良 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Virtual community has become a widely used online social communication tool. Online users can find others who have similar interest in virtual community and form harmonious online virtual groups. As time goes by, online virtual groups each become distinctive online culture. Based on a survey, a well-known social website ─ Facebook will gather more than 10 billion population to join. So this study wants to figure out the key influence for those virtual community users. According to the past references, researchers can use technology acceptance model (TAM) to study influence for virtual community user''s acceptances. Besides, user''s real society friendship has influence on user behavior. That is, this study includes conformity variables (informative and normative influence) to discuss the social outward influence. Among numerous functions, one of those is virtual group and group members are almost the same as real society friendship. So this study includes cohesiveness (interpersonal attraction and belongingness) to discuss the emotional aspect on user’s virtual community participation. This study designs online survey and gathers 426 effective data. By the analysis of Statistica6.0 software, this study finds under TAM framework, perceived ease of use to perceived usefulness, perceived usefulness to intention have positive influence. However, perceived ease of use doesn’t have positive impact on intension. As for conformity, normative influence to perceived usefulness, informational influence to perceived usefulness and perceived ease of use, all three hypotheses have positive influence. As for cohesiveness, interpersonal attraction to intension doesn’t have positive influence. However, belongingness to intention has positive influence. At the end, this study expects the result can contribute to the virtual community developers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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