影音分享網站使用者意圖之研究

Abstract

網路科技不斷進步，在Web2.0的環境下，新與的商業模式陸續推出，線上影音分享網站為一項重要的應用，瞭解使用者瀏覽網站的影響因素是非常重要的。本研究採用Wixom 與Todd （2005） 之使用者滿意度與科技接受整合模式，並嘗試加入網站社群影響因素，提出較完整之架構，藉以瞭解網站使用者之使用意圖。研究結果顯示，不論是對網站易用性或有用性而言，社群滿意度、內容滿意度以及系統滿意度皆具有正向的影響。社群滿意度之影響效果高於內容滿意度與內容滿意度高於系統滿意度。此結果顯示出社群網站之重要特性，即網站使用者對於整體社群滿意度最為關注，而欲達成社群滿意度之前，仍須具備穩定的系統運作以及令使用者滿意之互動內容。此研究架構可為科技使用之行為意圖研究帶來較完整的見解，更可提供影音分享網站業者於網站建立時之參考，以便將有限資源投注在重要的變數上，進而達到最大效益。

As the advance of Internet technology continues new business models are emerging in the market in the Web2.0. Online video sharing website is the hottest application nowadays. And it is important to comprehend the key factors influencing user’s behavior on video sharing websites. We propose a conceptual model which is based on the integrated model of user satisfaction and technology acceptance developed by Wixom and Todd (2005). Further, we added the potential factors about community which influencing user’s behavior on video sharing websites to understand the user’s behavior intention toward using the website. The results indicate that community satisfaction, content satisfaction, and system satisfaction all have significant positive impact on perceived usefulness and ease of use and that community satisfaction has much higher impact than the other two types of satisfaction. This finding reveals an important attribute of video sharing website, namely, the users of the website care most about the entire website community, and reliable system operations and useful interactive contents are two antecedents of community satisfaction. For designers who want to set up a video sharing website, this research provides them more comprehensive information on how to invest the limited resource on the critical variables in order to maximize the service value.