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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/61725

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/61725

Title:	User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach
Authors:	白佩玉 Pai,Pei-Yu
Contributors:	企管系
Keywords:	Laddering interviews;Means–end chains;Social networking sites;Uses and gratifications theory
Date:	2013.05
Issue Date:	2013-11-20 17:41:42 (UTC+8)
Abstract:	This research examines users’ motives for adopting and using social networking sites (SNSs), with the aim of providing a better understanding of the fundamental reasons behind SNS adoption behavior. To uncover the relationship between the attributes of SNSs and users’ perceptions of their consequences and values, this study integrates a means–end approach with uses and gratifications theory and thereby extends the technique to a communication media selection context. Laddering interviews identify users’ perceptions of five attributes, 10 consequences, and four values associated with SNS adoption (i.e., Facebook). The results show that belonging, hedonism, self-esteem, and reciprocity are the four main values users attain through SNS adoption. Furthermore, the chains associated with SNS adoption can be represented in a hierarchical value map. This study should help practitioners design online communication platforms that more closely fit their users’ needs and provide users with safer, more friendly, and thus more attractive environments.
Relation:	Computers in Human Behavior, 29(3), 1039-1053
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1016/j.chb.2012.06.025
DOI:	10.1016/j.chb.2012.06.025
Appears in Collections:	[企業管理學系] 期刊論文

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