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1 Facebook 摘要 Facebook technology acceptance model, TAM 105 PLS partial least squares Facebook Facebook Facebook Facebook Facebook FB Facebook Facebook

2 30 social networking services, SNS Facebook Blog Twitter My Space Al-Debei, Al-Lozi, & Papazafeiropoulou, 2012 Lee, Xiong, & Hu, 2012; Moore & McElroy, 2012 Blog Youtube Boyd & Ellison, 2007 CheckFacebook.com Facebook FB FB Startbuck 1 Facebook Twitter Lee, et al., 2012 Lee, et al., 2012 Facebook Facebook Facebook Facebook Facebook social network service, SNS SNS Mark Zuckerberg Facebook

3 Facebook Facebook Facebook Google Facebook Facebook 10 Facebook 2009 FB Ellison, Steinfield, & Lampe, 2007 Ross, Orr, Sisic, Arseneault, Simmering, & Orr, 2009 Davis, 1989 Moore & McElroy 2012 Five Factor Model of Personality FB FB theory of planned behaviour, TPB FB Al-Debei, et al., 2012 extended TAM FB Lee, et al., 2012 Fishbein and Ajzen 1975 theory of reasoned action, TRA TRA Davis 1989 TRA technology acceptance model, TAM beliefs attitudes intentions Davis 1989 perceived usefulness perceived ease of use TAM Facebook

4 32 TRA 2011 TAM e 2012 Cheong & Park, 2005 FB H1 Facebook H2 Facebook H3 Facebook Facebook Lee, et al., 2012 Venkatesh, Morris, Davis, & Davis, 2003 Moon & Kim, 2001 Hsu & Lin 2008 Al-Debei, et al., 2012 perceived enjoyment TAM Venkatesh, 2000 H4 Facebook FB FB

5 Facebook 33 1 Facebook / Facebook Facebook H1 H2 Facebook H4 Facebook H3 1 Hsu & Lin, 2008 TAM BLOG TAM Facebook BLOG SNS BLOG Facebook Likert 1~5

6 34 Facebook Facebook % 73% 25 54% 26~35 33% 36 13% 59% 21% 19% Facebook 1 ~2 50% 2 27% 6 ~1 13% 3 7% 3~6 4% Facebook 1~3 48% 1 34% Facebook 10 46% 10~20 33% 20 21% % 28 27% 77 73% 77 73% % % 26~ % % % FB 3 7 7% 1 ) 25 11% 3~6 4 4% % 6 ~ % 1 ~ % % FB % % 1~ % % % FB

7 Facebook FB ~ ~ Facebook Facebook 2 n = Facebook Facebook α Cronbach s α 0.77~ Hair, Anderson, Tatham, & Black, 1992 composite reliability, CR 0.78~0.88 Bagozzi & Yi, average variance extracted, AVE 0.63~0.77 Fornell and Larcker Fornell Larcker 1981 AVE AVE 4 AVE

8 PU1 FB PU2 FB PU3 FB PU4 FB PE1 FB PE3 FB PT1 FB PT2 FB PT3 FB AT1 FB AT2 FB IN1 FB IN2 FB Cronbach s α 四多群體分析 SEM partial lease square, PLS

9 Facebook PLS Facebook Facebook Moore & McElroy, 2012 PLS Facebook R 2 29% 0.10 p > p > p < Facebook R 2 39% Facebook 0.62 p < FB FB FB , p < , p < , p < 0.01 FB FB FB 0.69, p < FB 0.50, p < FB FB 0.61, p < FB FB , p < , p < FB FB FB 0.42, p < , p < , p < FB FB FB 0.81, p <

10 38 T : 0.10 M : 0.18* Y: 0.09 F : 0.1 O: 0.15* H1 T : 0.16 M : 0.47** Y: 0.19* F : 0.04 O: 0.09 H2 Facebook T : 0.62*** M : 0.69*** Y: 0.42*** F : 0.61*** O: 0.81*** H4 Facebook H3 T : 0.42*** M : 0.22** Y: 0.38*** F : 0.50*** O: 0.48*** T TOTAL MODEL M F YO , p < FB FB FB 0.48, p < , p < , p < FB FB FB 0.65, p < , p < FB FB FB 0.61, p < , p < , p < , p < 0.01 FB FB FB 0.72, p < FB

11 Facebook 39 3 T : 0.10 NU : 0.08 ST : 0.06 SU : 0.11 LT : 0.32*** H1 T : 0.16 NU : 0.14 ST:0.12 SU : 0.17* LT:0.24** H2 Facebook T : 0.62*** NU : 0.48*** ST : 0.61*** SU : 0.65*** LT : 0.72*** H4 Facebook H3 T : 0.42*** NU : 0.41*** ST : 0.45** SU : 0.41*** LT : 0.30** T TOTAL MODEL NU FBSU FB ST LT 3 FB FB FB FB Al-Debei, et al., 2012 FB Lee, et al., 2012 FB Moore & McElroy, FB FB

12 40 5 -> * 0.18* > * ** > 0.42*** 0.38*** 0.48*** 0.22** 0.50*** -> 0.62*** 0.42*** 0.81*** 0.69*** 0.61*** * p < 0.05, ** p < 0.01, *** p < > *** -> * ** -> 0.42*** 0.41*** 0.41*** 0.45** 0.30** -> 0.62*** 0.48*** 0.65*** 0.61*** 0.72*** * p < 0.05, ** p < 0.01, *** p < Facebook FB FB FB Lee, et al., 2012; Venkatesh, 2000 FB FB FB Al-Debei, et al., 2012 FB

13 Facebook 41 FB FB 25 FB TAM FB FB Facebook 1~ % FB Facebook Facebook FB 200 SEM UTAUT Venkatesh, et al., 2003 TAMS 2 Venkatesh & Davis, 2000 Facebook

14 Publication/alDetailedMesh1?DocID=U PLS SEMαβγ e 006%22.&searchmode=basic npue.edu.tw/etd-db/etd-search-c/view_etd?urn=etd Facebook Al-Debei, M. M., Al-Lozi, E., & Papazafeiropoulou, A. (2012). Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective. Decision Support Systems, 55(1), doi: org/ /j.dss Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), doi: /bf Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), doi: /j x Cheong, J. H., & Park, M. C. (2005). Mobile internet acceptance in Korea. Internet Research: Electronic Networking Applications and Policy, 15(2), doi: / Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), doi: / Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Journal of Computer Mediated Communication-Electronic Edition, 12(4), doi: /j x Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley. Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3),

15 Facebook 43 Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1992). Multivariate Data Analysis with Readings. New York: Macmillan. Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & Management, 45(1), doi: /j.im Lee, W., Xiong, L., & Hu, C. (2012). The effect of Facebook users arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model. International Journal of Hospitality Management, 31(3), doi: 016/j.ijhm Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), doi: /s (00) Moore, K., & McElroy, J. C. (2012). The influence of personality on Facebook usage, wall postings, and regret. Computers in Human Behavior, 28(1), doi: /j.chb Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in Human Behavior, 25(2), Venkatesh, V. (2000). Determinants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), Chih-Hung Wu is an Associate Professor of the Department of Digital Content and Technology, National Taichung University of Education, Taichung, Taiwan. (Corresponding Author) Yi-Chuen Tsai is a Master student of the Department of Digital Content and Technology, National Taichung University of Education, Taichung, Taiwan

16 National Taiwan University of Science and Technology Journal of Liberal Arts and Social Sciences 2014, 10(1), USING TECHNOLOGY ACCEPTANCE MODEL FOR INVESTIGATING THE SOCIAL NETWORK WEBSITE (FACEBOOK) USAGE INTENTON Chih-Hung Wu Yi-Chuen Tsai Department of Digital Content and Technology, National Taichung University of Education ABSTRACT The dramatic proliferation in the growth of users in using social network websites, especially Facebook, has been changing the way of communication in recently years. Therefore, this study aims to examine critical factors that affect the user intent of Facebook. The study adopted technology acceptance model (TAM) as the structural model to conduct an empirical survey via the Internet. A survey of 105 Facebook participants found support for the model via the PLS (Partial Least Squares) multiple-group analysis. The research results indicated that perceived enjoyment significantly affects the attitude toward using Facebook. On the other hand, in contrast to previous studies of the TAM model in social network websites, perceived usefulness and perceived ease of use may have no significant effects on the attitude of using Facebook between various groups of users (Sex, Age, Experience, Time spent). Perceived enjoyment is the critical factor that affects user s attitude of using Facebook. The Attitude of using Facebook significantly influenced a user s intention to continue to use Facebook. Multiple-group analysis shows that perceived usefulness and perceived ease-of-use may not significantly influence their attitude of Facebook. Two types of Facebook groups, male users and long usage time users, highly confirmed all factors in the TAM model. Perceived usefulness confirms males, young population (greater than 25 years old), and heavy Facebook usage users. Perceived ease-of-use confirms males, young people (under 25 years old) and experienced Facebook users. Therefore, we suggest the development team of Facebook can be improve their user interface to be more friendly and continuous provide enjoyable and funny content for user. Keywords: technology acceptance model (TAM), Facebook, social network

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untitled (65) * ** *** * ** *** (66) 2006 2001 Technology acceptance model, TAM Davis 1989 Theory of Reasoned Action, TRA TAM Perceived Usefulness Perceived Ease of Use (67) Davis,1989 Moon and Kim, 2001 External