社群網站使用者臨場感、滿意度與忠誠度之探索性研究：以 Facebook 為例
The Exploratory research on Users’ Presence, Satisfaction and Loyalty of Social Network: The Example of Facebook

邱慧仙

全球最大社群網站 Facebook 在台灣擁有 1500 萬使用者，全球會員亦已突破5 億人次。學者指出，使用者研究中「臨場感」(Presence)也許\為對人類與媒體間互動進行分析時的最適概念，研究者遂以 Facebook 使用者為對象，探討臨場感、滿意度與忠誠度間的關聯。分析結果顯示，僅社交臨場感與滿意度可對忠誠度產生影響；而僅物理與社交臨場感可對滿意度產生影響。此外，物理臨場感雖無法直接影響忠誠度，但可透過滿意度產生間接效果；自我臨場感則對忠誠度既無直接效果亦無間接效果。

Facebook has become the most popular social network in today’s world with more than 15 million users in Taiwan and approximately half a billion users all over the world. Among various user theories, “presence” is deemed the most suitable concept when analyzing the interaction between human and media. Therefore, present research is going to explore users’ presence, satisfaction and loyalty of Facebook and the relations among these three variables. Result shows that only social presence can
influence users’ loyalty directly while physical and social presence can influence users’ satisfaction directly. Furthermore, although physical presence fails to have direct impact on loyalty, it can still indirectly impact on loyalty through the mediation of satisfaction. However, loyalty cannot be influenced by self presence either through direct or indirect means.

社群網站、忠誠度、滿意度、臨場感、Facebook

Social Network, Loyalty, Satisfaction, Presence, Facebook

2011-07-06

已授權

社群網站使用者臨場感、滿意度與忠誠度之探索性研究：以Facebook為例.pdf