Exploring the Using Continuance Intention of Mobile Social Network Sites by Technology Acceptance Model 2 －A Case of Facebook for Mobile
| Autor: | Hsu, Jih-Hsin, 徐日新 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 The mobile version of the community website—Facebook simplified the complicated graphics, but still provide all sorts of user interface. It integrated them to provide better experience for users with the objective of being more user-friendly and gaining greater customer loyalty with its improved reputation. This study is to investigate the intention of continuous use of mobile community websites. Theoretically based on extension of technology acceptance model (TAM2), this study summarized the relevant factors that affect the sustained use of Facebook by systemizing the past literature about technology acceptance model, user loyalty and reputation, so as to put forward a set of theoretical model that can be applied in the Facebook situation for the discussion of continuous use of Facebook. Through literature review and hypothetical deduction, this study proposed 13 research hypotheses and then conducted the investigation on the usage intention through questionnaire design. Questionnaires were handed out to visitors of the mobile version of Facebook. By means of questionnaire screening, a total of 576 questionnaires were recovered, which were then analyzed with SPSS17.0. The results of the study were summarized as follows: Except quality of website system, which only got moderate degree of recognition, other aspects of mobile version of Facebook, including usefulness, perceived ease of use, user involvement, its influence on peer and social environment, intention of continuous use, self-efficacy, user loyalty and reputation, gained recognition of over moderate degree. People of different gender, age and education level, and with different amount of monthly disposable money and time spent in using mobile phones have different degree of recognition of perceived usefulness, perceived ease of use, user involvement, intention of continuous use, self-efficacy, quality of website system, user loyalty, reputation of mobile version of Facebook and its influence on peer and social environment, The quality of website system, self-efficacy, user involvement of mobile version of Facebook and its influence on peer and social environment have a significant positive effect on perceived ease of use. Self-efficacy and perceived ease of use of mobile version of Facebook have a significant positive effect on perceived usefulness. Perceived usefulness and perceived ease of use of mobile version of Facebook have a significant positive effect on the intention of sustained use. The intention of sustained use of mobile version of Facebook has a significant positive effect on user loyalty and reputation. Finally, according to the results of this study, some conclusions and recommendations were put forward for the reference and use of subsequent researchers and constructers of future social network websites. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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