1 2 3 4 5 6 1 23456 (Facebook) ((Facebook) (Facebook) 180 70 SPSS
(2008) BBS PTT Myspace Youtube Twitter Facebook Facebook (Social Network Service,SNS) 2004 2 Facebook Facebook Facebook Facebook Facebook Facebook ( 2010.01) Facebook (Facebook) (Technology Acceptance Model; TAM)
Facebook (Facebook) SPSS 199 51 SPSS ( ) (technology acceptance model TAM) Davis 1989 (theory of reasoned action TRA) TAM ( ) ( ) TAM TAM
2-1 (TAM) Davis et al 1989 (TAM) ( ) (Daves 1986) (Perced usefulness) Davis TAM ( ) (Perced ease of use) Davis 1989 ( )
Page and Lepkowska-White(2002) Aaker(1991) Su-ePark et.al2005 Page and Lepkowska-White(2002) Keller(1993) Grewal and Krishnan (1988) (purchase anxiety) Dayal and Landesberg and Zeisser 1999 1. 2. 3. 4. 5. 6. (2000) (2000) (2000) ( ) ( )
Pu rchase Intention Fishbein and Ajzen 1975 Fishbein and Ajzen 1975 Zeithaml (1988) Dodds Monroe and Grewal (1991) Schiffman and Kanuk(2000) Engel, Kollat and Miniard (1995) EKB (Liebermann and Flint-Goor 1996) Mitra Reiss and Capella(1999) (Beatty and Smith 1987) Beatty and Smith(1987) Kotler(1999) (Lichtenstein and Ridgway 1993 Alford and Biswas 2002)
(Johnson and Russo 1984) (Quester and Smart 1998 Sultan 1999) (Dodds et al. 1991) ( ) Facebook ( ) SPSS & ( )
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(2010/7) facebook KKBOX (2010/9)Facebook (2010/6) Facebook ( 94 6 ) ( ) (2010/6) Facebook (2009/1)Blog Widget (2009/8) nb_shopping (2004/6) (2009/6) - NCTU Institutional Repository