Technology Acceptance Model combined with the impact of social media on consumer behavior

[[abstract]]本研究的主要目的是利用科技接受模型結合社群媒體的主觀規範、認知有用性、認知易用性、使用態度、使用意向與實際行為7大研究架構面去了解，實際對消費者行為的影響。本研究確定社群媒體對Facebook與LINE的行為影響具有正面的影響效果。 在文獻綜述上從相關的科技接受模型7大構面與社群媒體資訊來收集文獻各構面的基本定義，作為問卷調查基本資料，利用Facebook、Line來做問卷，共使用278份有效問卷回復。影響因素為影響使用社群媒體的主觀規範、社群媒體認知有用性、社群媒體認知易用性、社群媒體使用態度和社群媒體FB行為意向與社群媒體FB消費者實際行為間的相互關係調節變數。研究目的有三個：即社群媒體主觀規範對社群媒體使用意願有正面影響、社群媒體認知有用性對社群媒體使用意願有正面影響和分析社群媒體FB對社群媒體使用意願與消費者行為具有中介效果的顯著影響。 本研究建議除了科技接受模式為主結合計畫行為理論的主觀規範架構外，如果加入了知覺行為控制來分析消費者行為的影響，將可以加強使用者對社群媒體的持續使用意願。因為消費者的決定不全然是自己當下的使用意願。[[abstract]]The main purpose of this research is to use the technology acceptance model combined with social media’s subjective norm, perceived usefulness, perceived ease of use, attitude toward using, behavioral intention to use and actual system use to understand the actual consumer behavior impact. this study determined that social media has a positive inluence on the behavior of Facebook and LINE. In the literature review, the basic definitions of each aspect of the literature are collected from the related technology acceptance model seven dimensions and social media information. as the basic data of the questionnaire survey, Facebook and Line are used to do the questionnaire, and a total of 278 valid questionnaire responses are used. The influencing factors are subjective norm, perceived usefulness, social media perceived ease of use, social media attitude toward using, and social media Facebook to adjust variables for the mutual relationship between intention and social media Facebook consumers' Actual System use. There are three research purposes: social media subjective norm has a positive influence on social media behavioral intention to use, social media perceived usefulness has a positive influence on social media's intention to use social media, and an analysis of social media Facebook’s intermediary effect on social media behavioral intention to use and consumer behavior significant influence. This research suggests that in addition to the subjective norm architecture of technology acceptance Model combined with Theory of Planned Behavior, if the added behavioral control is added to analyze the impact of consumer behavior, it will strengthen the user's continuous Behavioral Intention to use of Social Media. Because the consumer's decision is not entirely based on his current willingness to use it