[[alternative]]Effects of Social Community Demand and Website Design on the Dating Website's Participant Intention

[[abstract]]隨著資訊時代的來臨，使得社會已漸漸轉型成網路時代，進而改變人際互動方式，造成交友網站方興未艾。然而眾多交友網站競爭下，如何吸引人氣並且留住人潮，是相當值得探討的議題。TRA為最基礎的行為意圖模式，然而在網路環境下，需考量內在誘因的影響，因此採用Taylor and Todd解構態度構念方式，延伸TRA理論，將社交需求及網頁版面設計納為態度的影響變數，並提出研究模式。經以480位曾瀏覽過交友網站的大專校院學生為研究樣本，研究模式獲得支持。研究發現社交需求與網站版面設計會影響參與態度，而參與態度與主觀規範會進一步影響參與意圖。[[abstract]]The arrival of information era has transformed the society into an internet connecting one. Change is seen in the ways of interpersonal interactions. One result is that dating websites are blooming nowadays. Facing the intense competition, how to attract and retain the members has become a key issue for dating websites. Under the present web environment, we needed to consider the influence of users' intrinsic motivation. We extended the fundamental intention-based model, TRA, and applied the Taylor and Todd's approach to decompose the attitude factor. A survey of 480 dating website users has found strong support for the model. The results showed that dating demand and website format design will influence the participant attitude. The participant attitude and subject norm will further influence the participant intention