即时通讯软体至社群网站沟通行为转换之研究-《武汉职业技术学院学报》

文章信息/Info

Title:: Exploring Critical Factors Influencing The Switch of User's Communication Behavior：FromInstant Messaging Software to Facebook

Author(s):: HSU Sheng-Cheng ¹; CHANG Ching-wei ²; Department of Information Management, Da-Yeh University, Changhua 51591, China

Keywords:: innovation diffusion theory; theory of planned behavior; switching intention; facebook; instant messenger

摘要:: 随着网络的普及,实时通讯软件已成为人们对外联系、沟通的重要管道,然而facebook在2004年成立,以极短的时间席卷全球,成为全球最受欢迎的社交网站。本研究尝试以创新扩散理论和计划行为理论作为本研究的理论基础,俾利找出影响使用者在沟通上从实时通讯软件转移至facebook的影响因子。本研究透过网络问卷调查方式进行调查,以路径分析验证本研究所提出之假设,扣除无效问卷后,有效样本数为200份,并以路径分析进行假说的验证,结果显示创新特质中的相对优势、兼容性、可试用性以及计划行为因素中的态度、主观规范对使用者

Abstract:: In recent years, the development of online social networking has provided a new type of social interaction space, allowing users to immerse in new relationships and interacting through online platforms. Launched in February 2004, Facebook has attracted more than 750 million active users by 2011. Our study applies innovation diffusion theory （IDT）and theory of planned behavior （TPB）to examine the factors that influence the switch of user's communication behavior from instant messaging software to facebook. The model we propose is verified by survey data collected from 200 users over Internet and by the path analysis. It is found that IDT characteristics (relative advantage, compatibility and trialability) and TPB factors（attitude and subjective norm）are positively related to behavioral intention to switching IT communication.