隨著資訊科技的蓬勃發展、網際網路普及化，使得人與人之間的互動、情感表達的來源與方式更加的多樣性與多元化。無論是社交活動、娛樂、消費等，人們都透過網際網路滿足各種需求，儼然網際網路成了一種傳播溝通媒體。
社交網站是目前最具商業價值的網站型態之一，其社會關係的互動與特性，使得社交網站的黏性變的非常重要，雖然先前有許多研究網站互動性、購物意圖等，但都是在B2C購物網站環境下。因此，本研究希望針對社交網站有別於一般購物網站特性，探討使用者使用社交網站的動機，是否仍像一般網站著重於資訊需求還是另有所不同之處。為了深入地瞭解，本研究以使用與滿足理論為基礎，根據理論過去的相關研究，把社交網站的動機分作兩種:社會需求動機和資訊需求動機；以及網站互動性的觀點來探討使用者對於社交網站的使用需求以及對於網站黏性的關係。另外，由於社交網站異於其他網站，在於網絡關係的特殊性，故本研究加入網絡中心性，進一步探討網絡關係對於社交網站態度與黏性之間的影響。
為了驗證本研究所提出之架構，本研究以台灣科大管院全體研究生為調查對象，經由紙本及網路問卷收集171份有效問卷，使用SEM方法對模型作驗證分析。研究結果證實了社會需求動機、網站互動性會增進對於社交網站的喜好程度；資訊需求動機會增強使用者進行網站的互動性；社交網站態度對社交網站黏性有直接正向的影響。另外，也證實了網絡中心性對於社交網站態度與黏性不具調節作用。本研究結果給予網絡研究者以及社交網站經營者實務上的建議。

Due to information technology prosperously advance, internet has been more and more popular, the way to interact with people becomes much various and diverse. No matter social activity, entertainment and shopping, Internet has become the main media not only to connect the social life but also to satisfy with the needs of people.
Social Networking Site (SNS) is a one of the most popular and valuable business model on the internet. The feature of interaction between social relationships in SNS is making the Site Stickiness become one of the key to SNS Successful. Although previous researches study in website interactivity、website stickiness and so on. However, most researches considered those constructs in the EC-commerce context. Thus, this paper aims the feature of SNS differ from EC Sites through Uses and Gratification Theory (U&G) and divides the motivation of SNS into two kinds: the motivation of social needs and motivation of information needs based on previous literatures. Moreover, this study viewed interactivity to explore the relationship between User’s needs and stickiness under SNS context. Besides, SNS is different from other websites because of the “network”. Thus this research applies centrality to examine the relationship between the attitude and stickiness of SNS.
The proposed structural model is empirically tested by SEM with cross-sectional data from 171 validate questionnaires are collected which are based on the graduate students of management department from NTUST. The resulas showed that social needs and the website interactivity will increase the degree of likeness of users to the website. Additionally, the motivation of information needs will enhance the interactivity of websites as well as the attitude and stickiness of SNS has significantly positive relationship. Aside from that, the centrality of network doesn’t have moderator effect. Finally, the findings of this research enable to provide some suggestions to the researcher in network field and the executives of SNS.

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