近年來社交網站以驚人的速度滲透至人們的日常生活之中，成為電腦中介傳播的一個重要社交平台，像Facebook、MySpace和Friendster都是成功的例子。社交網站強調使用者的互動與參與，使用者才是決定網站興衰的關鍵。因此，了解什麼因素影響使用者持續使用社交網站是一個重要議題。所以本論文第一部份將針對這項議題進行探討。在第一項研究中，我們以網路外部性與動機理論為基礎發展研究模型，探討影響人們持續使用社交網站的因素為何。同時，本項研究也針對男女使用上的差異進行探討。本研究採用結構化方程式模型對研究模型進行驗證。研究總共回收有效問卷為402份。結果發現，知覺同儕數量(同儕網路外部性)、有用性(外在利益)以及娛樂性(內在利益)是影響人們持續使用社交網站的因素。此外，研究也發現，知覺同儕數量與知覺互補性(間接網路外部性)分別是造成娛樂性與有用性最主要的因素。在性別差異方面，本研究發現，知覺同儕數量對女性持續使用社交網站是重要的影響因素，知覺同儕數量會直接影響女性持續使用社交網站。而男性則沒有直接受影響，必須透過有用性與娛樂性才會持續使用社交網站。同時，女性在知覺同儕數量對有用性與娛樂性的影響最顯著，而男性則在知覺同儕數量與知覺互補性的影響最顯著。
此外，社交網站的服務不僅僅只是一個提供連結人際互動的網站，更是孕育新商業模式的網站，像Facebook的粉絲專頁可以讓服務提供者創造商機。了解什麼因素影響人們持續參與社交網站的粉絲專頁是另一個重要議題。因此，在本論文的第二項研究中將以社交網站的粉絲專頁的使用者為對象，並以社會資本理論為基礎之研究模型。本研究共回收327份問卷。研究結果顯示，社會互動連結(結構面)、共有價值(認知面)以及信任(關係面)對於使用者持續使用粉絲專頁皆扮演了重要的角色。另外，本研究也發現社會互動連結是影響使用者共有價值及信任發展最主要的因素。而共有價值也是影響信任的因素之一。
最後，本論文針對這兩項研究結果，提出學術與管理意涵，以協助網路服務提供業者日後經營策略規劃之參考。

Social networking sites (SNS) have infiltrated people’s daily life amazingly fast to become an important social platform for computer-mediated communication. Facebook, MySpace and Friendster are good examples. SNS are, above all, about users’ interaction and participation and it is the users that are crucial to the success of the websites. To understand what factors affect user’s continued use of SNS is thus an important issue. Hence, we proposed a research model based on Network Externalities and Motivation Theory to explore the factors affecting SNS users’ continued intention to use SNS in the study 1. Meanwhile, this study intends to further understand the gender difference of the factors. In this study, 402 responses were collected through web survey and analyzed using structural equation modeling (SEM). The findings revealed that perceived number of peers (peer network externalities), usefulness (extrinsic benefit) and enjoyment (intrinsic benefit) are the major factors that directly affect people’s continued intention to use SNS. Also revealed was that perceived number of peers (peer network externalities) and perceived complementarity (indirect network externalities) are major factors contributing to usefulness and enjoyment. Additionally, we found that perceived number of peers is a significant influencing factor in women, but not in men. Also, the perceived number of peers has most significant influence on usefulness perceived and enjoyment for women, and the perceived number of peers and perceived complementarity are most influential for men.
Additionally, SNS is more than just a website providing services that allow people to connect for interpersonal interaction, it also is one from which new business modes develop; the fan pages in Facebook, for example, enables the service providers to create business opportunity. To know what factors affect people’s continued participating in the fan page on SNS is another important issue. Hence, our study proposed a model based on the Social Capital Theory to examine the factors affecting the users’ continue to use SNS fan pages through an empirical survey as study 2 of this study. We received 327 SNS fan pages members’ responses and used SEM techniques to test our hypotheses. The results showed that social interaction ties (structural dimension), shared value (cognitive dimension) and trust (relational dimension) play important roles in users’ continued use of SNS fan pages.
These factors were interrelated: social interaction ties are the most significant factor affecting shared value and user trust, and shared value is one of the factors affecting trust. Finally, the implications of these findings for academics and practitioners are proposed. Moreover, directions for future research are suggested herein.

[1]Acquisti, A., and Gross, R., “Imagined communities: Awareness, information sharing, and privacy on the Facebook”, In Privacy Enhancing Technologies Workshop (PET). (2006). Available from: http://privacy.cs.cmu.edu/dataprivacy/projects/facebook/facebook2.pdf. (Accessed 2011, November 27).
[2]Adler, P., and Kwon, S., “Social capital: Prospects for a new concept”, Academy of Management Review, Vol. 27, No. 1, pp. 14-40 (2002).
[3]Agarwal, R., and Karahanna, E., “Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage”, MIS Quarterly, Vol. 24, No. 4, pp. 665-694 (2000).
[4]Ajzen, I., “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, Vol. 50, No. 2, pp. 179-211 (1991).
[5]Alexa.com, Top sties in Taiwan. (2012). Available from: http://www.alexa.com/topsites/countries/TW. (Accessed 2012, April 1).
[6]Amichai-Hamburger, Y., and Vinitzky, G., “Social network use and personality”, Computers in Human Behavior, Vol. 26, No. 6, pp. 1289-1295 (2010).
[7]Anderson, J. C., and Gerbing, D. W., “Structural equation modeling in practice: A review and recommended two step approach”, Psychological Bulletin, Vol. 103, No. 3, pp. 411-423 (1988).
[8]Armstrong, J. S., and Overton, T. S., “Estimating non-response bias in mail surveys”, Journal of Market Research, Vol. 14, No. 3, pp. 396-402 (1997).
[9]Bagozzi, R. P., and Yi, Y., “On the evaluation of structural equation models”, Journal of Academy of Marking Science, Vol. 16, No. 1, pp. 74-94 (1988).
[10]Baker, R. K., and White, K. M., “Predicting adolescents’ use of social networking sites from an extended theory of planned behaviour perspective”, Computers in Human Behavior, Vol. 26, No. 6, pp.1591-1597 (2010).
[11]Bentler, P. M., and Bonett, D. G., “Significant tests and goodness of fit in the analysis of covariance structures”, Psychological Bulletin, Vol. 88, No. 3, pp. 588-606 (1980).
[12]Bourdieu, A., Social foundations of thought actions, Englewood Cliffs, NJ: Prentice-Hall, (1985).
[13]Boyd, D. M., and Ellison, N. B., “Social network sites: definition, history, and scholarship”, Journal of Computer-Mediated Communication, Vol. 13, No. 1, pp. 210-230 (2008).
[14]Burt, R. S., Structural holes: the social structure of competition, Cambridge, MA: Harvard University Press, (1992).
[15]Business Insider, Facebook is about to rake in huge ecommerce dollars, (2010). Available from: http://www.businessinsider.com/how-muchad-money-can-facebook-get-from-diaper-and-flower-sales-onthe-site-2010–3 (Accessed 2011, January 25).
[16]CheckFacebook.com, (2012). Available from: http://www.checkfacebook.com/. (Accessed 2012, May 4).
[17]Cheung, C. M. K., and Lee, M. K. O., “A theoretical model of intentional social action in online social networks”, Decision Support Systems, Vol. 49, No. 1, pp.24-30 (2010).
[18]Cheung, C. M. K., Chiu P.-Y., and Lee, M. K. O., “Online social networks: Why do students use Facebook?”, Computers in Human Behavior, Vol. 27, No. 4, pp.1337-1343 (2011).
[19]Chiu, C. M., Hsu, M. H., and Wang, E.T. G., “Understanding knowledge sharing in virtual communities: an integration of social capital and social cognitive theories”, Decision Support Systems, Vol. 42, No. 3, pp. 1872-1888 (2006).
[20]Cohen, D, and Prusak, L., In good company: how social capital makes organizations work, Boston, MA: Harvard Business School Press, (2001).
[21]Coleman, S., “Social capital in the creation of human capital”, The American Journal of Sociology, Vol. 94, No. 1, pp. 95-120 (1988).
[22]Coleman, S., Foundations of social theory, Cambridge, MA: The Belknap Press of Harvard University Press, (1990).
[23]Correa, T., Hinsley, A. W., and de Zuniga, H. G., “Who interacts on the web? The intersection of users’ personality and social media use”, Computers in Human Behavior, Vol. 26, No. 2, pp. 247-253 (2010).
[24]Dave, K., Likeable social media, New York: McGraw-Hill, (2011).
[25]Davis, F. D., “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, Vol. 13, No. , pp. 319-340 (1989).
[26]Davis, F. D., Bagozzi, R. P., and Warshaw, P. R., “Extrinsic and intrinsic motivation to use computers in the workplace”, Journal of Applied Social Psychology, Vol. 22, No. 14, pp.1111-1132 (1992).
[27]Deci, E. L., Intrinsic motivation, New York: Plenum Press, (1975).
[28]Deci, E. L., and Ryan, R. M., Intrinsic motivation and self-determination in human behavior, New York: Plenum Press, (1985).
[29]Deci, E. L., Koestner, R., and Ryan, R. M., “Extrinsic rewards and intrinsic motivation in education: reconsidered once again”, Review of Educational Research, Vol. 71, No. 1, pp. 1-27 (2001).
[30]Donath, J., and Boyd, D., “Public displays of connection”, BT Technology Journal, Vol. 22, No. 4, pp. 71-82 (2004).
[31]Eldon, E., Facebook says it has reached 350 million monthly active users, (2009). Available from:
http://www.insidefacebook.com/2009/12/01/facebook-says-it-has-reached-350-million-monthly-active-users/. (Accessed 2010, June 28).
[32]Ellison, N. B., Steinfield, C., and Lampe, C., “The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, Vol. 12, NO. 4, pp.1143-1168 (2007).
[33]Ellison, N., Steinfield, C., and Lampe, C., “Spatially Bounded Online Social Networks and Social Capital: The Role of Facebook”, Annual Conference of the International Communication Association (ICA), June 19-23, 2006 in Dresden, Germany.
[34]Facebook.com, (2011). Available from:
http://newsroom.fb.com/content/default.aspx?NewsAreaId=19. (Accessed 2011, December 18).
[35]Fornell, C., and Larcker, D. F., “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50 (1981).
[36]Gabarro, J. J., The development of trust, influence, and expectations, In Athos, AG, Gabarro JJ, eds. Interpersonal behaviors: communication and understanding in relationships, Englewood Cliffs, NJ: Prentice-Hall, pp. 290-303 (1978).
[37]Gandal, N., “Hedonic price indexes for spreadsheets and an empirical-test for network externalities”, Rand Journal of Economics, Vol. 25, No. 1, pp. 160-170 (1994).
[38]Gefen, D., and Straub, D. W., “Gender differences in the perception and use of email: An extension to the technology acceptance model”, MIS Quarterly, Vol. 21, No. 4, pp. 389-400 (1997).
[39]Granovetter M. S., Problems of explanation in economic sociology, In N. Nohria and R. Eccles (Eds.), Networks and organizations: Structure, form, and action, pp. 25-26, Boston: Harvard Bossiness School Press, (1992).
[40]Gulati, R., “Does familiarity breed trust? The implications of repeated ties for contractual choice in alliances”, Academy of Management Journal, Vol. 38, No. 1, pp. 85-112 (1995).
[41]Gupta, S., and Mela, C. F., “What is a free customer worth?”, Harvard Business Review, Vol. 86, No. 11, pp. 102-109 (2008).
[42]Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C., Multivariate data analysis, London: Prentice Hall, (1998).
[43]Hayduck, L. A., Structural equation modeling with LISREL, Baltimore, MD: Johns Hopkings University Press, (1987).
[44]Huang, C. C., Lin, T. C., and Lin, K. J., “Factors affecting pass-along email intentions (PAEIs): integrating the social capital and social cognition theories”, Electronic Commerce Research and Applications, Vol. 8, No. 3, pp. 160-169 (2009).
[45]Igbaria, M., Parasuraman, S., and Baroudi, J. J., “A motivational model of microcomputer usage”, Journal of Management Information Systems, Vol. 13, No. 1, pp. 127- 143 (1996).
[46]Igbaria, M., Shayo, C., and Olfman, L., Virtual societies: their prospects and dilemmas, San Diego, CA: Academic Press, (1998).
[47]Iimi, A., “Estimating demand for cellular phone services in Japan”, Telecommunications Policy, Vol. 29, No. 1, pp. 3-23 (2005).
[48]Insight Xplorer, Overview of social networking sites, Insight Xplorer monthly report, (2011).
[49]Jarvenpaa, S. L., and Leidner, D. E., “Communication and trust in global virtual teams”, Organization Science, Vol. 10, No. 6, pp. 791- 815 (1999).
[50]Jeng, W. C., and Lu, Y. W. “Third wave of gold rush on facebook”, Buesiness Next, No. 194, (2010).
[51]Joinson, A. N., “‘Looking at’, ‘Looking up’ or ‘Keeping up with’ People? Motives and Uses of Facebook”, Proceeding of the Twenty-Sixth Annual SIGCHI Conference on Human factors in Computing Systems, Florence, Italy, pp. 1027-1036 (2008).
[52]Kane, G. C., Fichman, R. G., Gallaugher, J., and Glaser, J., “Community relations 2.0”, Harvard Business Review, Vol. 87, No. 11, pp. 45-50, (2009).
[53]Kang, Y. S., and Lee, H., “Understanding the role of an IT artifact in online service continuance: An extended perspective of user satisfaction”, Computers in Human Behavior, Vol. 26, No. 3, pp. 353-364 (2010).
[54]Katz, M. L., and Shapiro, C., “Network externalities, competition and compatibility”, American Economic Review, Vol. 75, No. 3, pp. 424-440 (1985).
[55]Kim, H. W., Chan, H. C., and Gupta, S., “Value-based adoption of mobile internet: An empirical investigation”, Decision Support Systems, Vol. 43, No. 1, pp.111-126 (2007).
[56]Kim, E., and Lee, B., “An economic analysis of customer selection and leveraging strategies in a market where network externalities exist”, Decision Support Systems, Vol. 44, No. pp. 124-134 (2007).
[57]Kim, H. W., Gupta, S., and Koh, H., “Investigating the intention to purchase digital items in social networking communities: A customer value perspective”, Information & Management, Vol. 48, No. 6, pp. 228-234 (2011).
[58]Kim, G. S., Park, S. B., and Oh, J., “An examination of factors influencing consumer adoption of short message service (SMS)”, Psychology & Marketing, Vol. 25, No. 8, pp. 769-786 (2008).
[59]Ko, H. C., and Kuo, F., “Can blogging enhance subjective well-being through self-disclosure?”, CyberPsychology & Behavior, Vol. 12, No. 1, pp. 75-79 (2009).
[60]Kwon, O., and Wen, Y., “An empirical study of the factors affecting social network service use”, Computers in Human Behavior, Vol., 26, No. 2, pp. 254-263 (2010).
[61]Lampe, C., Ellison, N., and Steinfield, C., “A face(book) in the crowd: Social searching vs. social browsing ”, In Proceedings of the 2006 20th Anniversary Conference on Computer-Supported Cooperative Work (CSCW2006), (2006).
[62]Lampe, C., Ellison, N., and Steinfield, C., “A familiar face(book): profile elements as signals in an online social network”, In Conference on Human Factors in Computing Systems, (San Jose, CA, 2007), ACM Press, (2007).
[63]Lee, M. C., “Factor influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit”, Electronic Commerce Research and Applications, Vol. 8, No. 3, pp. 130-141 (2009).
[64]Lee, M. K. O., Cheung, C. M. K., and Chen, Z., “Acceptance of Internet-based learning medium: the role of extrinsic and intrinsic motivation”, Information & Management, Vol. 42, No. 8, pp. 1095-1104 (2005a).
[65]Li C., and Bernoff J., Groundswell: winning in a world transformed by social technologie, Boston, MA: Harvard Business School Press, (2008).
[66]Liao, J., and Welsch, H., “Roles of social capital in venture creation: key dimensions and research implications”, Journal of Small Business Management, Vol. 43, No. 4, pp. 345-362 (2005).
[67]Lin, H. F., “Understanding behavioral intention to participate in virtual communities”, CyberPsychology & Behavior, Vol. 9, No. 5, pp. 540-547 (2006).
[68]Lin, C. P., and Bhattacherjee, A., “Understanding online social support and its antecedents: A socio-cognitive model”, The Social Science Journal, Vol. 46, No. 4, pp. 724-737 (2009).
[69]Lin, C. P., and Bhattacherjee, A., “Elucidating individual intention to use interactive information technologies: The role of network externalities”, International Journal of Electronic Commerce, Vol. 13, No. 1, pp.85-108 (2008).
[70]Lipsman, A., The Network Effect: Facebook, Linkedin, Twitter & Tumblr Reach New Heights in May. (2011). Available from: http://blog.comscore.com/2011/06/facebook_linkedin_twitter_tumblr.html. (Accessed 2012, January 20).
[71]Lipsman, A., Social networking goes global, Reston, VA. (2007). Available from: http://www.comscore.com/press/release.asp?press=1555. (Accessed 2009, November 5).
[72]Lou, H., Luo, W., and Strong, D., “Perceived critical mass effect on groupware acceptance”, European Journal of Information System, Vol. 9, No. 2, pp. 91-103 (2000).
[73]Lu, H. P., and Hsiao, K. L., “Gender differences in reasons for frequent blog posting”, Online Information Review, Vol. 33, No. 1, pp. 135-156 (2009).
[74]Lu, H. P., and Su, Y. J. P., “Factors affecting purchase intention on mobile shopping web sites”, Internet Research, Vol. 19, No. 4, pp. 442-458 (2009).
[75]Lu, Y., Zhou, T., and Wang, B., “Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory”, Computers in Human Behavior, Vol. 25, No. 1, pp. 29-39 (2009).
[76]Mantymaki, M., and Salo, J., “Teenagers in social virtual worlds: Continuous use and purchasing behaviorin Habbo Hotel”, Computers in Human Behavior, Vol. 27, No. 6, pp. 2088-2097 (2011).
[77]Minton, H. L., and Schneider, F. W., Differential psychology, Prospect Heights, IL: Waveland Press, (1980).
[78]Moon, J. W., and Kim, Y. G. “Extending the TAM for a World-Wide-Web context”, Information & Management, Vol. 38, No. 4, pp. 217-230 (2001).
[79]Nahapiet, J., and Ghoshal, S., “Social capital, intellectual capital and the organizational advantage”, Academy of Management Review, Vol. 23, No. 2, pp. 242-266 (1998).
[80]Nunnally, J. C., Psychometric theory. New York: McGraw-Hill, (1978).
[81]Okoli, C., and Oh, W., “Investigating recognition-based performance in an open content community: A social capital perspective”, Information & Management, Vol. 44, No. 3, pp. 240-252 (2007).
[82]Ong, C., and Lai, J., “Gender differences in perceptions and relationships among dominants of e-learning acceptance”, Computers in Human Behavior, Vol. 22, No. 5, pp. 816-829 (2006).
[83]O’Reilly, T., What is Web 2.0?: design patterns and business models for the next generation of software. (2005). Available from: http://oreilly.com/web2/archive/what-is-web-20.html. (Accessed 2012, March 3).
[84]Pae, J. H., and Hyun, J. S., “The impact of technology advancement strategies on consumers’ patronage decisions”, Journal of Product Innovation Management, Vol. 19, No. 5, pp. 375-383 (2002).
[85]Pempek, T. A., Yermolayeva, Y. A., and Yermolayeva, S. L., “College student’ social networking experiences on Facebook”, Journal of Applied Developmental Psychology, Vol. 30, No. 3, pp. 227–238 (2009).
[86]Pfeil, U., Arjan, R., and Zaphiris, P., “Age differences in online social networking: A study of user profiles and the social capital divide among teenagers and older users in MySpace”, Computers in Human Behavior, Vol. 25, No. 3, pp. 643-654 (2009).
[87]Podsakoff, P. M., and Organ, D. W., “Self-reports in organizational research: Problems and prospects”, Journal of Management, Vol. 12, No. 4, pp. 531-544 (1986).
[88]Podsakoff, P. M. Mackenzie S. B., Lee J. Y., and Podskaoff, N. P., “Common method biased in behavioural research: A critical review of the literature and recommended remedies”, Journal of Applied Psychology, Vol. 88, No. 5, pp. 879-903 (2003).
[89] Pontiggia, A., and Virili, F., “Network effects in technology acceptance: Laboratory experimental evidence”, International Journal of Information Management, Vol. 30, No. 1, pp. 68-77 (2010).
[90]Powell, J., 33 Million people in the room: How to create, influence, and run a successful business with social networking, NJ: FT Press, (2009).
[91]Putnam, R. D., Marking Democracy Work: Civic Traditions in Modern Italy, Princeton University Press, (1993).
[92]Qualman E., Socialnomics: how social media transforms the way we live and do business, Hoboken, NJ: John Wiley & Sons, Inc, (2009).
[93]Raacke, J., and Bonds-Raacke, J., “MySpace and Facebook: applying the uses and gratifications theory to exploring friend networking sites”, CyberPsychology & Behavior, Vol. 11, No. 2, pp. 169-174 (2008).
[94]Rau, P. –L. P., Gao, Q., and Ding, Y., “Relationship between the level of intimacy and lurking in online social network services”, Computers in Human Behavior, Vol.24, No. 6, pp.2757-2770 (2008).
[95]Reysen, S., Lloyd, J. D., Katzarska-Miller, I., Lemker, B. M., and Foss, R. L., “Intergroup status and social presence in online fan groups”, Computers in Human Behavior, Vol. 26, No. 6, pp. 1314-1317 (2010).
[96]Ross, C., Orr, E. S., Sisic, M., amArseneault, J. M., Simmering, M. G., and Orr, R. R., “Personality and motivations associated with Facebook use”, Computers in Human Behavior, Vol. 25, No. 2, pp. 578-586 (2009).
[97]Sanchez-Franco, M. J., “Exploring the influence of gender on the web usage via partial least squares”, Behaviour & Information Technology, Vol. 25, No. 1, pp. 19-36 (2006).
[98]Scott, J., The measurement of information systems effectiveness: Evaluating a measuring instrument. In Proceedings of the Fifteenth International Conference on Information Systems, Vancouver, BC, pp. 111-128 (1994).
[99]Shin, D.-H., “The effects of trust, security and privacy in social networking: A security-based approach to understand the pattern of adoption”, Interacting with Computers, Vol.22, No. 5, pp.428-438 (2010).
[100]Shurmer, M., “An investigation into sources of network externalities in the packaged PC software market”, Information Economics & Policy, Vol. 5, No. 3, pp. 231-251 (1993).
[101]Sitkin, S.B., and Roth, N. L., “Explaining the limited effectiveness of legalistic ‘‘remedies’’ for trust/distrust”, Organization Science, Vol.4, No. 3, pp. 367-392 (1993).
[102]Sledgianowski, D., and Kulviwat, S., “Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context”, Journal of Computer Information Systems, Vol.49, No. 4, pp.74-83 (2009).
[103]Steinfield, C., Ellison, N., and Lampe, C., “Social capital, self-esteem, and use of online social network sites: A longitudinal analysis”, Journal of Applied Developmental Psychology, Vol. 29, No. 6, pp. 434-445 (2008).
[104]Stephen, M.,“Social networking services”, Library Technology Reports, Vol. 43, No. 5, pp. 45-51 (2007).
[105]Stevens, S. B., and Morris, T. L.,“College dating and social anxiety: using the Internet as a means of connecting to others”, CyberPsychology & Behavior, Vol. 10, No. 5, pp.680-688 (2007).
[106]Tapscott, D., Grown up digital: how the net generation is changing your world, New York: McGraw-Hill, (2008).
[107]Teo, T. S. H., Lim, V. K. G., and Lai, R. Y. C. “Intrinsic and extrinsic motivation in Internet usage”, Omega: International Journal of Management Science, Vol. 27, No. 1, pp. 25-37 (1999).
[108]Thong, J. Y. L., Hong, S. J., and Tam, K. Y., “The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance”, International Journal of Human - Computer Studies, Vol.64, No. 9, pp. 799-810 (2006).
[109]Tsai, W., and Ghoshal, S., “Social capital and value creation: the role of intrafirm networks”, Academy of Management Journal, Vol.41, No. 4, pp. 464-476 (1998).
[110]Valenzuela, S., Park., and Kee, K. F., “Is there social capital in a social network site?: Facebook use and college students’ life satisfaction, trust, and participation”, Journal of Computer-Mediated Communication, Vol. 14, No. 4, pp. 875-901 (2009).
[111]van der Heijden, H.,“User acceptance of hedonic information systems”, MIS Quarterly, Vol. 28, No. 4, pp. 695-704 (2004).
[112]Venkatesh, V., and Morris, M. G., “Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior”, MIS Quarterly, Vol. 24, No. 1, pp. 115-139 (2000).
[113]Venkatesh, V., Morris, M. G., Davis, G. B., and Davis, F. D., “User acceptance of information technology: Toward a unified view”, MIS Quarterly, Vol. 27, No. 3, pp. 425-478 (2003).
[114]Verkasalo, H., Lopez-Nicolas, C., Molina-Castillo, F. J., and Bouwman, H., “Analysis of users and non-users of smartphone applications”, Telematics and Informatics, Vol.27, No. 3, pp. 242-255 (2010).
[115]Wasko, M. M., and Faraj, S. “Why should I share? Examining social capital and knowledge contribution in electronic network of practice”, MIS Quarterly, Vol. 29, No. 1, pp.35-57 (2005).
[116]Westerlund, M., and Svahn, S.,“A relationship value perspective of social capital in networks of software SMEs”, Industrial Marketing Management, Vol. 37, No. 5, pp. 492-501 (2008).
[117]Wu, J. H., Chen, Y. C., and Lin, L. M., “Empirical evaluation of the revised end user computing acceptance model”, Computers in Human Behavior, Vol. 23, No. 1, pp. 162-174 (2007).
[118]Wikipedia, Motivation. (2011). Available from: http://zh.wikipedia.org/zh-tw/%E5%8A%A8%E6%9C%BA#cite_note-0. (Accessed 2011, March 23).
[119]Yang, J., and Mai, E., “Experiential goods with network externalities effects: An empirical study of online rating system”, Journal of Business Research, Vol. 63, No. 9, pp. 1050-1057 (2010).
[120]Yen, D. C., Wu, C. S., Cheng, F. F., and Huang, Y. W., “Determinants of users’ intention to adopt wireless technology: An empirical study by integrating TTF with TAM”, Computers in Human Behavior, Vol. 26, No. 5, pp. 906-915 (2010).
[121]Zuckerberg, M., An open letter from facebook founder Mark Zuckerberg., (2010). Available from: http://blog.facebook.com/blog.php?post = 409753352130&ref = mf. (Accessed 2010, July 20).