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    ASIA unversity > 管理學院 > 經營管理學系  > 期刊論文 >  Item 310904400/102200


    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/102200


    Title: Behavioral intention of using social networking site: a comparative study of Taiwanese and Thai Facebook users. International Journal of Technology and Human Interaction
    Authors: 莊淑惠;Shu-Hui,Chuang;Lin,Shinyi;張庭彰;Chang,Ting-Chang*;Ka Rattikorn;Kaewmeesri;Rattikorn
    Contributors: 經營管理學系
    Date: 2017-01
    Issue Date: 2017-03-01 14:49:59 (UTC+8)
    Abstract: Although major contributions are being made by Social Networking Sites (SNS) in communications and e-commerce, very little attention has been given to its implementation. This study contributes to technology and human interaction domain by (1) extending the technology acceptance model (TAM), personality trait and telepresence in developing a comparative mode based on the behavioral intention, (2) testing the model with Partial Least Square (PLS) using Facebook user's data; and (3) comparing result across a developed (Taiwan) and an emerging (Thailand) economy. Results indicate TAM was to fit to test the behavioral intention model in these two economies. The findings support for the telepresence, perceived usefulness, and perceived ease of use, attitude and behavioral intention; however, the effect levels are different in these two countries (Taiwan vs. Thailand). In addition, only extraversion, conscientiousness, agreeableness, and neuroticism of the big-five personality have been discussed.
    Relation: International Journal of Technology and Human Interaction
    Appears in Collections:[經營管理學系 ] 期刊論文

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