Department of Information Management, National Taiwan University of Science and Technology, Taipei, Taiwan, ROC.
Cyberpsychol Behav Soc Netw. 2011 Oct;14(10):565-70. doi: 10.1089/cyber.2010.0472. Epub 2011 Mar 7.
Social network sites enable users to express themselves, establish ties, and develop and maintain social relationships. Recently, many companies have begun using social media identity (e.g., Facebook fan pages) to enhance brand attractiveness, and social network sites have evolved into social utility networks, thereby creating a number of promising business opportunities. To this end, the operators of fan pages need to be aware of the factors motivating users to continue their patronization of such pages. This study set out to identify these motivating factors from the point of view of social capital. This study employed structural equation modeling to investigate a research model based on a survey of 327 fan pages users. This study discovered that ties related to social interaction (structural dimension), shared values (cognitive dimension), and trust (relational dimension) play important roles in users' continued intention to use Facebook fan pages. Finally, this study discusses the implications of these findings and offers directions for future research.
社交网站使用户能够表达自己、建立联系、发展和维持社会关系。最近，许多公司开始使用社交媒体身份（例如，Facebook 粉丝专页）来提高品牌吸引力，社交网站已经演变成社交实用网络，从而创造了许多有前途的商业机会。为此，粉丝专页的运营商需要了解促使用户继续光顾此类专页的因素。本研究从社会资本的角度出发，确定了这些激励因素。本研究采用结构方程模型，基于对 327 名粉丝专页用户的调查，对研究模型进行了实证检验。研究发现，与社会互动（结构维度）、共享价值观（认知维度）和信任（关系维度）相关的关系对用户继续使用 Facebook 粉丝专页的意愿起着重要作用。最后，本研究讨论了这些发现的意义，并为未来的研究提供了方向。
