| Abstract: | Facebook近年來快速的發展讓許多企業或是公眾人物想要透過Facebook粉絲專頁來進行銷或是宣傳，而藝人同樣地也可以靠Facebook粉絲專頁來做自我行銷。藝人不僅可以透過Facebook粉絲專頁來更新自己的即時動態，也可以透過Facebook粉絲專頁來與粉絲作互動。 本研究主要是以「資訊系統持續使用模式」(A Post-Acceptance Model of IS Continuance)作為主架構，並且整合「沉浸經驗」(flow experience)、「親密度」(intimacy)、「熟悉度」(familiarity)、「互動性」(interaction)這四個因素，藉以探討使用者在持續使用Facebook藝人粉絲專頁之影響因素。 而本研究的問卷是依據研究目的和架構所設計的，並且是採用結構化的設計，而調查對象是針對使用Facebook並加入藝人粉絲專頁的使用者，而調查方式是採用網路問卷的方式來進行調查。而最後本研究的問卷總共收到了520份，而在刪除掉不要的問卷之後得到了367份的有效問卷，然後用統計軟體來進行問卷資料的分析。其結果顯示「確認」會正向影響「知覺有用性」、「滿意度」、「沉浸經驗」、「親密度」、「熟悉度」，「知覺有用性」與「沉浸經驗」會正向影響「滿意度」，「滿意度」、「親密度」、「熟悉度」會正向影響「持續使用意圖」，「熟悉度」會正向影響「親密度」，「互動性」會正向影響「滿意度」。
In recent years, the rapid rise of Facebook have caused many companies or public to conduct marketing or publicity through Facebook fan pages, and the artists also can do marketing for themselves through Facebook fan pages. The artists not only can update their real-time dynamic information through Facebook fan pages, but also can interact with the fans through Facebook fan pages. This research adopts A Post-Acceptance Model of IS Continuance as the main structure, and integrates the four factors, including flow experience, intimacy, familiarity, and interaction, to explore the affecting factors of continuance intention of using Facebook artist fan pages for the users. The questionnaire of this research is designed on the basis of the research purpose and conceptual framework, and the structured design is adopted. Respondents of the questionnaire are the users that have used Facebook and joined Facebook artist fan pages, and the survey method is that the web questionnaire is adopted to investigate. At the end there are a total of 520 questionnaires that are received in this research, and after deleting the invalid questionnaires, there are 367 valid questionnaires that are obtained, and then valid questionnaires are analyzed by the statistical software. The results show that confirmation positively influences perceived usefulness, satisfaction, flow experience, intimacy, and familiarity. And perceived usefulness and flow experience positively influence satisfaction. And satisfaction, intimacy, and familiarity positively influence continuance intention. And familiarity positively influences intimacy. And interaction positively influences satisfaction. |
