本論文以近年來使用人數與市場都快速增加的社群網絡與電子書為實證對象。論文中包含兩個子研究，研究架構運用科技接受與使用整合理論 (The Unified Theory of Acceptance and Use of Technology, UTAUT) 中的四個構念 (performance expectancy, effort expectancy, social influence, facilitating conditions) ，以及信賴信任 (credibility trust) 與慈善信任 (benevolence trust) ，探討對實證對象之行為意圖的影響關鍵因素。

研究一，共測試了676社群網絡使用者；研究二，採用實驗操弄方法，受測對象為電子書的使用者或潛在使用者，對照組與實驗組各有200位受測者。研究發現慈善信認為影響社群網絡及電子書之行為意圖的最重要因素，研究結果為近期研究較少提出之方向，提供社群網絡及電子書的管理者與學者之參考。

Technological service providers using electronic, networking and digital content to offer services such as online social networking (OSN) and electronic book (e-book) have attracted increased attention and a growing number of users in recent years. This dissertation presents two studies in an extended and unified theory of acceptance and use of technology (UTAUT) model, which also include the factors satisfaction, credibility trust, and benevolence trust, using an empirical survey of 676 OSN users in Study1, and a survey of 400 e-book users or potential users in Study 2 to examine the influence of these factors. The results of regression analysis showed that the four key constructs of UTAUT (social influence, performance expectancy, effort expectancy, and facilitating conditions), as well as satisfaction, credibility trust, and benevolence trust, are all direct determinants of OSN users’ behavioral intention. By comparing the coefficients of regression analysis, the relative importance of each determinant was also derived. Results further indicate that benevolence trust has a considerably stronger effect on OSN users’ behavioral intention than any other factor, and that performance expectancy, credibility trust, and benevolence trust are all direct determinants of e-book behavioral intention. A discussion is offered on the implications of these findings for online social networking and electronic book producers and managers with respect to their future marketing and operations strategies.

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