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題 名 | Understanding SNSs Users’ Intention to Pay |
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作 者 | Lin, Kuan-yu; Lu, Hsi-peng; | 書刊名 | Journal of Internet Technology |
卷 期 | 15:2 2014.03[民103.03] |
頁 次 | 頁317-324 |
專 輯 | Special Issue on Integration of IoT with Future Internet |
分類號 | 312 |
關鍵詞 | Social networking sites; Fan pages; Network externalities; Social capital theory; Intention to pay; |
語 文 | 英文(English) |
英文摘要 | Social networking sites (SNSs) not only connect interpersonal interactions, but they also nurture new business modes, such as Facebook's fan pages, which allow service providers to create business opportunities. Hence, knowing the factors that affect user's intention to pay for SNS fan pages is an important topic. For this study, we built a research model based on network externalities and social capital theory, targeting users of SNS fan pages. We gathered data using online questionnaires, of which 248 valid copies were retrieved, and we employed structural equation modeling to test the research model. The results show that both network externalities and social capital play vital roles in users' intention to pay for products and services recommended by fan pages. |
本系統中英文摘要資訊取自各篇刊載內容。