Evaluation Social Network Service In Website Application By User Perception Of Intention To Use
Date Issued
2010
Date
2010
Author(s)
Yang, Ming-Yi
Abstract
The utilization of social network service in Taiwan has grown multiply in the past year. Besides performing social networking service (SNS) as the main site service, our research wants to explore the new application of social network service in general websites. In order to do SNS assessment, we evaluate the degree of SNS function in user perception which perception is an important factor in enhancing users’ intention to use.
We integrated of flow theory, online shopping behavior theory and perceptions in technology acceptance model. By observing users’ behavior in experimental website, interviews in focus groups compared users’ perception with past experiences. We brought out the assumptions of ”arousal”, ”perceived enjoyment”, ”perceived usefulness”, ”perceived ease of use” affect user’s intention positively.
Also, SNS functions, including three categories “profile”, ”build relationship”, “leave messages”, be evaluated by their influence in users’ perception. Leaving messages be found out to be the most valuable function in the comparison methods of quality function deployment. However, the key SNS function of building relationship is the worst. According to our research, it suggests that website operators should develop killer-applications toward leaving messages in applying SNS. Also they should consider that whether application can meet users’ perception or not. Therefore, SNS can not only improve users’ intention to use, but also play in worth.
Subjects
arousal
correlation matrix
intention to use
perceived ease of use
perceived enjoyment
perceived usefulness
social network service
QFD
Type
thesis
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