Analyzing the Impact of TAM2、Perceived Enjoyment and Trust on Intention to Use in Social Networking Websites

近年來由於網際網路的革命，全世界掀起了使用社群網站的熱潮。使用人數的激增不僅象徵著社群網站的使用已成為21世紀一種新的線上溝通文化，人群的匯集也因此使得社群網站成為資訊交流的中心而具有商業上的獲利潛力。根據過去學者研究顯示，當人們越涉入社群網站之使用，瀏覽網站的傾向也將趨於強烈而產生購買產品或服務之行為。故由此可知，增進使用者對社群網站之使用意圖不僅可因人群的匯集而達到廣告行銷的利益，更可能驅使其購買產品與服務等後續商業行為。有鑑於此，本研究認為若能剖析造成社群網站使用者使用意圖之前置影響因子並以此建構出整合性模型，對未來社群網站線上服務的提供或相似資訊系統的建置都將是有策略性上助益的。 在過去20年間，TAM(科技接受模式)做為解釋個人使用資訊系統之使用意圖有其良好的代表性。然而本研究認為隨著社會媒體服務的開放、影音多媒體娛樂性的增加以及個人對網路環境隱私、安全性的重視，僅以TAM做為瞭解社群網站使用意圖的前置因子將不足以解釋使用者如此多樣且複雜的使用考量。是故透過相關文獻之檢視，本研究發現TAM2(修正型科技接受模式)、認知愉悅性與信任在近年來已逐漸成為解析個人資訊系統使用意圖的重要因素，因此若能結合此三構面與TAM共同探討，其結果將是多產的。此外，也由於過去相關研究中，學者大多偏向獨立的單一構面進行探討而鮮有整合性架構的提出，因此本研究預期透過三構面的帶入，而以多面向觀點切入使用者對社群網站之使用意圖亦將是具有學術與實務貢獻的。Social networking has been the way we communicate in 21st century now. Today, with the vigorous development of social networking, websites like Twitter、Plurk and Facebook which connect people with friend and other who work, study and live around them have been proven to be successful information systems with commercial potential either in marketing or customer relationship management(CRM). Moreover, evidences also proved that people who engage in social networking websites would more tend to purchase the products or service recommended. As a result, analyzing user’s intention to use has been a valuable issue, which means if we could unveil the elements which induce people participate in social networking websites, in the meanwhile, we could also figure out what kinds of service should be provided and make these websites more profitable. During the past 20 years, although TAM(Technology Acceptance Model) has been a popular model in explaining intention to use on IS field, however, due to the lack of considering social media service、user’s perceived enjoyment from multimedia and the growing concern about privacy and security, it seems that TAM is no longer a suitable model and is necessary to be refined by extended constructs. Therefore, according to recent literature reviews, in this research we dedicate to combine three popular and gradually mature constructs — TAM2、perceived enjoyment and trust as an integrated model. By means of the integrated model, we not only expect a more extensive perspective upon social networking websites in academic field but also assist operators of social networking websites to see the whole picture and find out what there customers really need