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題名：以創新擴散理論探討圖書館採用社群網路進行資訊傳播之影響因素
作者：劉鼎昱
作者(外文)：Ding-Yu Liu
校院名稱：輔仁大學
系所名稱：商學研究所博士班
指導教授：蔡明志
學位類別：博士
出版日期：2013
主題關鍵詞：社群網站；認知娛樂性；科技接受模式；創新擴散模式；social network site；playfulness；technology acceptance model；diffusion of innovations model
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現今國內外許多圖書館將服務管道延伸至社群網站，原因之一是圖書館愈來愈重視服務的推廣與行銷。環境的改變也造成使用者已漸漸改變使用圖書館的習慣，由實體逐步轉向到虛擬空間。資訊尋求行為除了過去上圖書館等傳統的方式外，還增加以利用網際網路為主的方式，如搜尋引擎、資料庫檢索以及各種社群網站服務等。
自從Web 2.0出現之後，對於網路使用者而言，其精神應在於分享與參與，雙向的互動，以及累積豐富的使用者經驗。圖書館網站提供社群服務，能將強調使用者參與的Web 2.0核心概念，作更有效的發揮，使用者透過社群網站平台與圖書館做最直接、主動的接觸，讓圖書館的資訊透過網站的社群服務，增加使用者與館員的互動機會。
由於科技接受模式與創新擴散理論在一些概念與構面上是可以互補的，因此，本研究將嘗試整合科技接受模式與創新擴散理論，由使用者的認知特性、個人創新特質、相對優勢以及使用態度與使用行為意圖，來瞭解現階段使用者採用圖書館所提供的社群服務概況。
本研究主要探討影響使用者採用圖書館社群服務的關鍵性因素，基於科技接受模型對於一般使用者的資訊科技接受度，提供了合理的解釋與推論，而科技接受模式被廣為用來預測和解釋使用者行為以及資訊科技使用的模型，已經被許多研究證實其有效性。
本研究在資料分析工具方面，以IBM SPSS Statistics 20與IBM SPSS AMOS 20統計套裝軟體。依照本研究結果，可以了解圖書館運用社群網路是圖書館服務與行銷的必然趨勢，希望透過本研究結果可以作為未來圖書館在利用社群服務進行資訊傳播時的參考。
Many libraries are now extending services to the social network site, one of the most important reason is increasing emphasis on library services for the promotion and marketing. Changes in the environment can also cause the user has gradually changed the habit of using libraries, shifted by the entity to the virtual space. In the information-seeking behavior, in addition to the traditional way of libraries, also added to the network using Internet-based approach, such as search engines, database retrieval and various social network services.
Since Web 2.0 appeared, for network users, should lie in the spirit of sharing and participation, interaction with each other, and the accumulated experience of the user. Library website provides community services, users can participate in the Web 2.0 emphasizes core concepts for more effective play. Library users through the library community website platform and do the most direct and active contact, allows the library information services through social networking sites, users and librarians to increase opportunities for interaction.
As technology acceptance model and innovation diffusion theory is in some concepts can be complementary, therefore, this study will try to integrate technology acceptance model and innovation diffusion theory, by the user's cognitive characteristics, personal innovativeness, the relative advantage and attitudes and behavioral intentions to use, to understand at this stage the user using the library services provided by community status.
The purpose of this study was to explore the impact of using social networking services provided by the library of some of the key factors, based on technology acceptance model for the user's information technology acceptance level, provides a reasonable interpretation and inference. Technology acceptance model is widely used to predict and explain user behavior as well as information technology model used and have been many studies of its effectiveness.
The study used data analysis tools to IBM SPSS Statistics 20 and IBM SPSS AMOS 20 statistical software package. In accordance with the findings, shows that the use of social networking is the library services and marketing in an inevitable trend. Hoped that the research results can be used as the library using the social networking service for the dissemination of information, as a reference direction.
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