頁籤選單縮合
題名 | 陳偉殷臉書粉絲團專頁使用行為模式之研究=A Study of Behavioral Model on Facebook Fans of Chen Wei-Yin |
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作者 | 李積璋; 邱堃鐘; 徐茂洲; | 書刊名 | 運動研究 |
卷期 | 24:1 2015.06[民104.06] |
頁次 | 頁45-65 |
分類號 | 993.13 |
關鍵詞 | 科技接受模式; 結構方程模式; 交叉效度; Technology acceptance model; Structural equation modeling; Cross validity; |
語文 | 中文(Chinese) |
中文摘要 | 臉書(Facebook)粉絲專頁是一個公開性的頁面,不但擁有塗鴉牆功能,個人與名人更可針對本身企業或品牌之特性發表影片、相片、網誌、發布活動、轉貼連結以及討論區等訊息。本研究之目的在驗證「陳偉殷臉書粉絲團使用行為模式」,透過理論模式檢驗觀察資料的相互適配程度,並進一步分析優仕網中有使用陳偉殷臉書(facebook)粉絲團者之行為模式中,各變項之間的因果關係。本研究以Davis 所提出的「科技接受模式」為研究工具,分析知覺有用性、知覺易用性、使用態度與使用行為意圖之間的因果模式。研究中以使用陳偉殷臉書粉絲團的網友為研究的對象,於優仕網上問卷調查網站進行問卷施測,問卷發放300份,有效回收率為100%。分析結果顯示:潛在變項具有收斂效度、組成信度、區別效度與交叉效度,並具有可接受的適配度。陳偉殷臉書粉絲專頁的網友對網站之「知覺易用性」越正向,其「知覺有用性」就越正向。「知覺有用性」越正向,其「使用態度」就越正向。「知覺易用性」越正向,其「使用態度」就越正向。「使用態度」越正向,其「使用行為意圖」就越正向。故根據研究結果提出建議,增加粉絲專頁棒球運動相關知識。 |
英文摘要 | Facebook fan page is a page that facilitates, not only a graffiti wall function for individuals and celebrities, but also can post video for their business or brand features. The purpose of this study was to validate the Chen Wei-Yin Facebook fans page using behavioral pattern, through the goodness-of-fit of theoretical model test observations. This study also analyzed youth desired website by using Chen Wei-Yin Facebook fans group behavior patterns that explains each causal relationship among the variables. In this study, Davis "technology acceptance model" was adopted as a research tool to analyze the perceived usefulness, perceived ease of use, attitude toward using and behavioral intention to use. This study used fans of Wei-Yin Chen Facebook as study objects, and conducted a questionnaire survey in Ushi. In a total of 300 questionnaires were provided with an effective response rate of 100%. The result of analyses shows: latent variables possess convergent validation, composition reliability, distinction validation and cross-validation, and acceptable adaption. The users in Wei-Yin Chen Facebook fans page's "cognition ease of use" is more positive, its "cognition serviceability" is more positive. The "cognition serviceability" is more positive, its "usage attitude" is more positive. The "cognition ease of use" is more positive, its "usage attitude" is more positive. The "usage attitude" is more positive, its "usage behavior intention" is more positive. Therefore, the study result suggests that the knowledge related to baseball should be included in fan's page. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。