The Exploration of Users’Behavior on the Social Network Site

[[abstract]]Facebook是眾多社群網站之一最受學生和上班族廣泛使用。本研究以Facebook為例子，整合任務科技配適度模式、學習目標與網路自我效能來探討個人社群網站使用行為(個人學習績效)。這篇研究發現，使用者擁有使用Facebook的經驗並不認為Facebook的功能使用起來是簡單的，然而 ，任務及科技特色會影響易用性。此外，心理因素，例如網路自我效能與學習目標，會影響個人學習表現。研究結果顯示，當衡量個人社群網站使用行為(個人學習績效)時，個人心理因素和外在因素都需要被列入考量。此研究亦建議企業和教育界，不應忽視Facebook對於個人社群網站使用行為(個人學習績效)所帶來的影響。管理者及教育者在評估個人學習績效時，應鼓勵員工及學生採取學習目標取向 提升他們的個人績效。此外，企業在為客戶提供雲端服務時，科技特性，例如取得性、整合性、易於使用性及應用性也是重要不可忽視的因素。這項研究提供了更好的架構來解釋個人社群網站使用行為(個人學習績效)。[[abstract]]Facebook is one of the social network sites that has widely used by college students and workers This study takes Facebook for example to investigate if users‘ behavior on the social network site (an individual‘s learning performance) can be enhanced by integrating task technology fit model mastery goal and internet self-efficacy This study finds that one who has Facebook experience doesn‘t think functions are easy to use However both task and technology characteristics have impact on ease of use In addition psychological factors internet self-efficacy and mastery goal can predict individual learning performance Findings conclude that as measure users‘ behavior on the social network site (an individual‘s learning performance) external and psychological factors need all take into consideration This study also suggests that enterprises and education field should not ignore the learning influence Facebook brings and managers and educators can encourage their employees and students to adopt mastery goal orientation to enhance their individual learning performance Moreover as companies provide customers with cloud service technology characteristics such as availability integration application and ease of use are important factors that cannot be neglected This study provides better framework and constructs for explaining users‘ behavior on the social network site (an individual‘s learning performance