A Behavioral Study of Discontinuing Usage on Virtual Community
| Autor: | Zih-Rong Chen, 陳姿蓉 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 With the vigorous development of the Internet, the users continue to rise, and the use of behavior on the Internet has changed the way people live. In recent years, the use of the virtual community is quite popular. It provides users to use different way in the past to establish contact to others. In 2011, Sin Chew Daily reported that the social networking site Facebook lost at least six million users in the United States. It’s a very shocking news. Thus, the news triggered this study’s motivation for the discontinued use of behavior. This study integrated the theory of planned behavior (TPB) and expectation-confirmation model (ECM) as a basis. There are 7 constructs of this research model, including perceived usefulness, confirmation, satisfaction, subjective norms, perceived behavioral control, discontinuance intention and behavior. Our population of this research is the users who have ever the experience of using Facebook. The results found that (1) satisfaction and perceived usefulness will be influenced by confirmation. (2) Satisfaction and perceived behavioral control have a negative significant effect for discontinuing to use intention. (3) Perceived usefulness and subjective norms are not directly significant effect on discontinued use intention of virtual community. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|