本研究旨在探討影響企業社群網站採用因素，應用適配可行性模式與科技接受模式綜合理論框架，並採用「問卷調查法」進行資料蒐集，以台灣地區企業從業人員有使用社群網站或企業社群網站者為調查對象，使用SmartPLS進行「偏最小平方法」資料分析。本研究發現，虛擬社群意識、知覺有用與知覺易用對於社群網站使用態度有正向顯著的影響；適配度和可行性對於預期績效有正向顯著的影響；知覺易用和信任對於知覺有用有正向顯著的影響；信任對於知覺易用有正向顯著的影響；社群網站使用態度和預期績效對於企業社群網站採用意圖有正向的影響。本研究將討論上述發現在管理上的意涵，提供給企業社群網站的採用者及開發商參考建議。

The purpose of this study is to explore the factors that affect the use of enterprise social networking sites. In this study, the fit-viability model and technology acceptance model comprehensive theoretical framework.
This survey research employed to employees using social networking sites or enterprise social networking sites by survey in Taiwan. There were 150 questionnaires collected for this study. The partial least squares was used in the data analysis. The results showed that social networking sites uses attitude and perceived performance have significant effects on the factors that affect the use of enterprise social networking sites. Sense of virtual community, perceived usefulness and perceived ease of use have significant effects on the social networking sites uses attitude. Fit and viability have significant effects on the perceived performance. Perceived ease of use and trust have significant on the perceived usefulness. Trust have significant on the Perceived ease of use. This study discusses the implications of these findings in the management, available to adopters and developers reference to the proposed enterprise social networking sites.

目  次
壹、緒論	1
一、	研究背景與動機	1
二、	研究目的	3
三、	研究流程	5
四、	研究範圍與限制	6
五、	論文架構	7
貳、	理論發展	8
一、	企業社群網站(Enterprise Social Networking sites, ESNs)			8
二、	科技接受模式(Technology Acceptance Model, TAM)	12
三、	信任(Trust)	14
四、	虛擬社群意識(Sense of Virtual Community, SoVC)	16
五、	適配可行性模式(Fit-Viability Model, FV Model)	19
參、	研究方法	25
一、	研究架構與假設	25
二、	操作型定義與衡量問項	27
三、	資料分析方法	37
肆、	研究結果	40
一、	敍述性統計分析	40
二、	信度與效度分析	43
三、	假設檢定	48
伍、	結論與建議	55
一、	研究結論	55
二、	管理實務上的建議	57
參考文獻	59
附錄	65
 
表目錄
表2-1：傳統投資與網際網路投資組合策略比較表	20
表3-1：研究假設一覽表	26
表3-2：虛擬社群意識之衡量題項	27
表3-3：信任之衡量題項	28
表3-4：知覺有用之衡量題項	29
表3-5：知覺易用之衡量題項	30
表3-6：適配度之衡量題項	31
表3-7：可行性之衡量題項	31
表3-8：預期績效之衡量題項	33
表3-9：社群網站使用態度之衡量題項	34
表3-10：企業社群網站採用意圖之衡量題項	35
表4-1：敘述性統計分析結果	40
表 4-2：各構面題項因素負荷量分析表	44
表4-3：潛在構面平均變異數萃取量、組合信度和Cronbach’s α值	46
表4-4：構面間之相關係數矩陣	47
表 4-5：模型路徑檢定表 (Bootstrapping n=1000)	51
表 4-6：研究假設檢定結果一覽表	52
 
圖目錄
圖1-1：研究流程圖	5
圖2-1：網際網路投資組合圖Internet portfolio map	21
圖2-2：行動商務科技採用的適配可行性架構	23
圖3-1：研究架構與假設示意圖	25
圖4-1：路徑關係圖	48
圖 4-2：完整理論模型之PLS路徑圖	53
圖 4-3：完整理論模型之PLS Bootstrapping方法分析路徑圖	54

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