Abstract
Facebook is a very popular virtual community in the world. When the Chinese version released in Taiwan in 2008, something interesting happened. People are not only interested with its powerful function on social network connectivity but its online games such as happy farm. Due to its rapid growth in Taiwan, many enterprises also tried to cooperate with facebook to market their products or services. However, few studies are conducted understand the users motivation to enjoy in this virtual community. To propose a framework to explain why people use facebook, four focus groups were conducted, each with 6 participants. We found that effort expectancy, performance expectancy, perceived playfulness, social influence, perceived critical mass, human-message interaction, human-human interaction, information sharing, right of privacy protection, search function, free to use, and habit are factors influencing behavioral intention to use facebook.
| Original language | English |
|---|---|
| Title of host publication | PICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World |
| Publication status | Published - 2011 Oct 5 |
| Event | Portland International Center for Management of Engineering and Technology - Technology Management in the Energy-Smart World, PICMET'11 - Portland, OR, United States Duration: 2011 Jul 31 → 2011 Aug 4 |
Other
| Other | Portland International Center for Management of Engineering and Technology - Technology Management in the Energy-Smart World, PICMET'11 |
|---|---|
| Country | United States |
| City | Portland, OR |
| Period | 11-07-31 → 11-08-04 |
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All Science Journal Classification (ASJC) codes
- Business, Management and Accounting(all)
- Strategy and Management
- Management Science and Operations Research
- Management of Technology and Innovation
Cite this
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Using focus group to investigate why people use facebook : The case of Taiwan. / Chang, Shih-Chi; Liu, Pei Hsi.
PICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World. 2011. 6017728.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
TY - GEN
T1 - Using focus group to investigate why people use facebook
T2 - The case of Taiwan
AU - Chang, Shih-Chi
AU - Liu, Pei Hsi
PY - 2011/10/5
Y1 - 2011/10/5
N2 - Facebook is a very popular virtual community in the world. When the Chinese version released in Taiwan in 2008, something interesting happened. People are not only interested with its powerful function on social network connectivity but its online games such as happy farm. Due to its rapid growth in Taiwan, many enterprises also tried to cooperate with facebook to market their products or services. However, few studies are conducted understand the users motivation to enjoy in this virtual community. To propose a framework to explain why people use facebook, four focus groups were conducted, each with 6 participants. We found that effort expectancy, performance expectancy, perceived playfulness, social influence, perceived critical mass, human-message interaction, human-human interaction, information sharing, right of privacy protection, search function, free to use, and habit are factors influencing behavioral intention to use facebook.
AB - Facebook is a very popular virtual community in the world. When the Chinese version released in Taiwan in 2008, something interesting happened. People are not only interested with its powerful function on social network connectivity but its online games such as happy farm. Due to its rapid growth in Taiwan, many enterprises also tried to cooperate with facebook to market their products or services. However, few studies are conducted understand the users motivation to enjoy in this virtual community. To propose a framework to explain why people use facebook, four focus groups were conducted, each with 6 participants. We found that effort expectancy, performance expectancy, perceived playfulness, social influence, perceived critical mass, human-message interaction, human-human interaction, information sharing, right of privacy protection, search function, free to use, and habit are factors influencing behavioral intention to use facebook.
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M3 - Conference contribution
AN - SCOPUS:80053380822
SN - 1890843245
SN - 9781890843243
BT - PICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World
ER -