現今的社群網站形態已從單向文字溝通轉化為多元化互動體驗，而使用者所強調的卻是更深層且豐富的溝通感受。從社群應用程式介面的設計觀點來看，現階段的設計已無法滿足使用者的需求，因使用者期待的是更具有用性與有趣性的社群功能介面。本研究目的為利用雙因子理論，分類出能滿足使用者基本使用該社群應用程式介面之保健因子，並找出潛在刺激使用者持續使用之激勵因子，引用科技接受模式理論探討不同社群涉入程度者對於社群應用程式的使用行為意圖。共分兩階段進行。
首先為前導性研究階段，根據文獻整理將社群網站介面設計分為使用、視覺、功能構面共41題目問項，由46位受測者以問卷調查法歸納出社群網站應用程式的保健因子與激勵因子，研究結果為：(1)使用構面均為保健因子，無激勵因子；(2)視覺構面中僅「動態文字」為激勵因子，其餘為保健因子；(3)功能構面中，激勵因子分別為「視訊通話」、「我的最愛」、「鼓勵機制功能」以及「送虛擬禮物功能」。
其次為驗證研究階段，由66位受測者依據問卷調查法、準實驗法與訪談法，探討有、無激勵因子的社群網站應用程式對於不同社群涉入使用者行為意圖的影響，瞭解是否受科技接受模式中的認知有用性、認知易用性與認知有趣性中介其效果，並採用2（涉入程度高、低）X 2（有、無激勵因子社群網站應用程式）雙因子組內準實驗設計。實驗結果發現：(1)使用者偏好有用性的社群功能介面。(2)易用性社群功能對於提高使用者行為意圖無顯著效果。(3)有趣性的功能是社群應用程式最重要的要素，並對於提高使用行為意圖有重要的影響。(4)在有激勵因子的社群應用程式中，認知有用性、易用性、有趣性對於使用行為意圖的影響係數個別高於無激勵因子的社群應用程式。(5)高社群涉入程度者對於有激勵因子的社群應用程式介面有顯著差異，顯示重度社群使用者偏好深具實用性、趣味性的功能介面。

The social network site (SNS) style has shifted from one-way communication to multiple interactions. Many social users are looking for deep and fruitful communication experience. The current design of the SNS application cannot satisfy users’ needs. However, users prefer to explore more interesting and useful functions on SNS application.
This study uses the two-factor theory as hygiene factors and motivation factors to identify the design elements for SNS application. Moreover, the technology acceptance model (TAM) is used to evaluate the users’ behavioral intentions for SNS application.
The empirical study is conducted in two phases of experiment. The first phase is grouped SNS user interface design into three categories: usefulness, visual and function with a total of 41 questions. A total of 46 subjects based on the questions to sort the hygiene factors and motivation factors for SNS application design. The result shows: (1) Instead of having motivation factors in usefulness category, there are hygiene factors only. (2) The function of blinking text is the only one motivation factor in the visual category. (3) There are four motivation factors existed in the function category: video-call, my favorite, encouragement system and sending virtual gifts.
The second phase was based on the findings of the first phase. All hygiene factors and motivation factors were added into the simulation SNS application interface. This phase adopted a within subject experimental design with a total of 66 subjects, 2 (the high or low level of user involvement) X 2 (the SNS application with or without motivation factors) applied. The research methods as questionnaires survey, interviews and quasi-experiment were used in this phase to analysis the impact of SNS application on users’ behavioral intentions. The TAM as perceived usefulness, perceived ease of use and perceived playfulness were adopted to verify the mediation relationship between the level of social involvement and the users’ behavioral intentions. The results indicated five findings: (1) Users prefer to have useful function in SNS application. (2) The feature of ease of use function cannot attract users’ behavioral intentions. (3) Playful function is the most important design factor in SNS application. It has a significant effect on users’ behavioral intentions. (4) Perceived usefulness, perceived ease of use and perceived playfulness factors have significant higher coefficient on SNS application with motivation factors than SNS application without motivation factors. (5) The SNS application with motivation factors has a significant effect on high social involvement users. It shows that heavy social users prefer useful and playful functions.

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