影响医疗社群网站使用者的忠诚度与持续使用意图的因素的实证研究

An Empirical Study on Factors Affecting Users of Health Social Networking Sites in Loyalty and Continuing Usage Intentions

本研究主要以理性行为理论为基础,纳入科技-个人-环境理论之三个研究构面,以了解哪些因素会影响医疗社群网站使用者之忠诚度与持续使用意图。本研究针对有使用Facebook医疗社群网站之法定成年人进行问卷发放,共收集到205份有效问卷,并以统计软件Smart PLS 3.2与SPSS 22去验证各变量之间的假设关系及依变量间之解释能力。研究结果发现,影响医疗社群网站使用者之忠诚度与持续使用意图的因素有态度、主观规范、满意度等变项,而态度会受到知觉易用性、知觉有趣性、信任、隐私政策所影响,进而再影响持续使用意图。鉴于国内对于医疗社群网站之相关文献仍为付之阙如,故本研究之研究议题具有高度创新性及再深入剖析之研究范畴,冀望为学术上扮演重要参考依据之一。

This research is mainly based on the rational behavior and puts it into three research areas of technological, personal and environmental theory in order to know about what kind of factors can influence the loyalty of users in Health Social Networking Sites (HSNS) and whether they can continue to use it. This research is to hand out between the legal adults who use the HSNS in Facebook. We have gathered 205 effective questionnaires and use the Statistics Software Smart PLS 3.2 &SPSS 22 to validate the assumption of relationship between each variable and explanation ability between variables. According to the survey, we found that the factors influencing the loyalty of users in HSNS and whether they can continue to use it are attitudes, subjective norm and satisfaction, etc., but attitudes will be influenced by perceived ease of use, perceived playfulness, trust, privacy policy, and then affect the continuous use intention. The domestic HSNS for the literature of the site is still to pay for the rights, so the research topic of this research is highly innovative and has the research category of further analysis, hoping to play one of important academic references.