A study on intention to continue using social media

[[abstract]]社交網路服務(Social Networking Service, SNS)已經成為大部分網路使用者生活的一部分，其中以Facebook的註冊人數最多也是目前最廣為人知的平台。本研究以社交媒體為研究標的物，以科技準備度(Technology Readiness Index, TRI)、科技接受模型(Technology Acceptance Model, TAM)、計畫行為理論(Theory of Planned Behavior, TPB)、知覺有趣(Perceived Playfulness)以及知覺價值(Perceived Value)等來探討影響使用者持續使用社交媒體之因素。 本研究使用網路問卷進行調查，共收集339份有效問卷。研究結果顯示正向科技準備度會正向影響知覺有用、知覺易用與知覺有趣，負向科技準備度會負向影響知覺有用與知覺易用，知覺有用、知覺易用與知覺有趣會影響使用者對社交媒體的態度，態度、主觀規範、知覺行為控制與知覺價值對於持續使用意圖有顯著的影響。 其中知覺有趣對於使用者對社交媒體態度的影響最為顯著，而使用者對社交媒體的態度對持續使用意圖的影響最為顯著，本研究模式之整體解釋力約46.1%。社交媒體經營者可以藉由提高社交媒體的樂趣來提昇使用者對社交媒體的態度，進而提升持續使用之意圖。[[abstract]]Social Networking Services have become part of life's most Internet users, with a maximum enrollment of Facebook is currently the most well-known platform. In this study, the subject matter for the study of social media, Technology Readiness Index, Technology Acceptance Model, Theory of Planned Behavior, perceived playfulness and perceived value to explore the factors affecting the continued use of social media. This study use network questionnaire carries on the investigation, a total of 339 valid questionnaires were collected. The results indicated that positive technology readiness had a positive influence on perceived usefulness, perceived ease of use and perceived playfulness. Negative technology readiness had a negative influence on perceived usefulness and perceived ease of use. Perceived usefulness, perceived ease of use and perceived playfulness had a positive influence on users’ attitude toward social media. Attitude, subject norms, perceived behavior control and perceived value had a positive influence on intention to continue using social media. Among them, perceived usefulness had a most significant influence on users’ attitude toward social media. Users’ attitude toward social media had a most significant influence on intention to continue using social media. The research model explains over 46.1% of the variance in attitudes. Social media operators can be improved to enhance the fun of social media's attitude towards social media users, and thus enhance the intentions of continued use