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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/80762

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/80762

Title:	A Study of the paying behaviour for subscribing social network sites
Authors:	Horng, Shwu-Min;Lee, Yih-Yuh;Wu, Chih-Luh 洪叔民;李易諭;吳志倫
Contributors:	企管系
Keywords:	Social network site;Subscription model;Paying behavior;Theory of planned behavior
Date:	2016-01
Issue Date:	2016-01-25 11:13:24 (UTC+8)
Abstract:	This paper adopted a decomposed theory of planned behavior as the research framework to study users’ behavior of paying subscriptions for a social network site. An online survey was conducted of the users of a popular social network site in Taiwan. Two factors, experience level, and financial resources, were hypothesized to test whether these factors would moderate the relationship between paying intention and real paying behavior. Partial Least Square was used and the results of 577 effective samples provided evidence for our model with all of the causal effects supported. A strong connection between paying intention and paying behavior was found. The two moderating factors, experience level and financial resources, were found to be significant. Users with tenure of more than six months and strong financial resources are more likely to pay for subscriptions than those with tenure of less than three months and weak financial resources. Other factors including age, gender, education, usage frequency of the social network site, and duration on the social network site per visit, were also tested for their moderating effect on the paying intention and paying behavior of users, but the results were all insignificant. The theoretical and managerial implications of these results are identified and discussed.
Relation:	Computer Communications, Vol.73, No.1, pp.282-290
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1016/j.comcom.2015.08.014
DOI:	10.1016/j.comcom.2015.08.014
Appears in Collections:	[企業管理學系] 期刊論文

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