The intention of the use of social networking sites –Facebook for example
| Autor: | Chu-Chun Wu, 吳其駿 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 The Social Network Services (SNS) is getting more and more popular nowadays. It even binds with our daily life so tightly. On the social network, every member has the different own purposes of using it. They are like, web game, real time video, social needs, chat, and the interaction with friends. Actually, most of the users are affected by the other users around him/she. In this study, author wants to examine what factors can reinforce the joining and using of the users continuously. In the research model, author use Network Eternalities,Flow Theory,TAM and TPB to clarify if the different construct can be related with behavioral intention positively. Also this study focuses on the behavioral intention on the social network. In the result, Perceived usefulness, Perceived ease of use, Perceived enjoyment and Perceived behavioral control are related with Behavioral attitude and Behavioral intention positively. According to the finding, managers can increase users Behavioral attitude and Behavioral intention via reinforcing the enjoyment of the social networks. They also can update the function or make the user interface more friendly to achieve the same objective. These research results can give the manger a huge advantage on the marketing decision making on the electronic commerce field or facebook. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|