| Abstract |
Thanks to availability of the Internet, virtual communities are proliferating at an unprecedented rate. This study, using Taiwan¡¦s social media users as an example, applied Structural Equation Modeling (SEM) to explore the relationship among ¡§evaluative criteria¡¨, ¡§motivation¡¨ and ¡§continuance intention¡¨. The questionnaire survey for using both Facebook and LINE was conducted in February of 2016 to April of 2016 by random sampling. 400 questionnaires were recollected, among which 374 were valid. We analyzed these questionnaires with Amos 23 and SPSS 22. According to the factor analysis, five constructs are included in motivation for social media using and three constructs are in evaluative criteria. The four constructs of viewing motivation are respectively as: saving good memories, cognitive pursuit, social intercourse, Instant interaction and relieve stress. These three constructs of it are respectively as: content, convenience, publicity. The relationship between demographic characteristics of audiences and different factors were also conducted. Those demographic characteristics of audiences included gender, age, blood type, constellation, education, vocational, and online time. We hope this study may provide some suggestions and implications for management decision, through portraying a more complete picture of social media network usin |
