以混合多評準決策法探討社交網絡服務之改善策略

Abstract

社交網絡服務(Social networking service, SNS)突破了早期以單純的網路相簿與部落格為主的服務，以多元化的功能與服務吸引了原本沒有使用社群網站習慣的使用者，使用人口大幅超越以往的紀錄，成為新型態的網路服務供應商。目前在全球資訊網路上已有數以萬計的社群網站以及數億名使用者，而使用者可能會在一定的使用時間內同時會使用好幾個系統服務，如何提高使用者的忠誠度已成為服務提供者所面臨的一大挑戰。因此本研究試圖解析影響使用者加入社群網站的機制與左右使用者忠誠度的要素，以期透過改善影響因素進而提高使用者的使用意願與忠誠度。本研究採用近來普遍受到重視的科技接受模式(TAM)，因為該模式透過探討外部變數對於「認知易用性」與「認知有用性」發生作用進而影響使用態度與使用意願，而能夠系統性地協助決策者解析促成使用行為的歷程。在此模式的基礎上，研究以服務功能、系統效能、顧客溝通、社會影響、心流體驗五個評估構面組成擴展型科技接受模式探討使用者對於社交網絡服務的接受過程，意即構面對於使用意願與忠誠行為的影響。研究顯示五個評估構面的確會對使用意願與忠誠行為產生影響，其中系統效能對於忠誠行為的影響最為顯著，而來自社會的外在影響與多數同儕的意見也會左右使用者的行為。更值得一提的是，使用者在使用系統服務的過程中所經歷的感受也將影響使用者的意願與忠誠度。然而，研究指出服務提供者與客戶之間的關係是使用者對現有服務最不滿意卻也最重視的部分，因此需要立即改進，研究建議最有效率的作法是由系統服務的品質維護開始改善，以此間接影響服務提供者與使用者的關係。

Recently, Social networking services (SNS) have been attracting people by a variety of services rather than as simple functions as photo-posting and blogging, yet most of the new users had not used to blogging. Tens of thousands SNS are now on the World-Wide-Web and population on these sites has grown so rapidly that exceed hundreds of million users. However, loyalty has become a critical issue for service providers concerning the fact that the users could be lurking on several sites at the same time while the accumulated time interval for individual is often a constant. It results that those providers are all paying emphasis on improving user loyalty. Hence, this study aims to realize how factors affect actual use as well as loyalty, in attempt to increase both of them by improving corresponding factors. A empirical study is based on a Technology Acceptance Model (TAM) construct because it has been wildly adopted in different fields and it theorizes that the effects of external variable on actual use and user loyalty are mediated by perceived usefulness and perceived ease of use. Based on TAM, an expanded TAM consisting of five dimensions including system function, system efficiency, customer relationship, social influence, and flow experience is provided in order to explain actual use and user loyalty. Empirical study shows that the five dimensions actually affect both actual use and user loyalty, while the effect on loyalty due to system efficiency is the most significant. Meanwhile, the importance of social influences and public opinion should not be underestimated. What is more intriguing is that visitors’ experience while browsing or using the sites also plays an important role in user intention. Yet, this research reveals that users pay much attention to business customer relationship which is, however, far below expectation. Thus, this research concludes that it requires immediate improvement and provides clear evidence that the improvement should be started from the change of system efficiency. In this way, the service providers could achieve their goal of increasing user loyalty the most effectively.