Using focus group to investigate why people use facebook: The case of Taiwan

Shih Chi Chang, Pei Hsi Liu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

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 languageEnglish
Title of host publicationPICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World
Publication statusPublished - 2011
EventPortland International Center for Management of Engineering and Technology - Technology Management in the Energy-Smart World, PICMET'11 - Portland, OR, United States
Duration: 2011 Jul 312011 Aug 4

Publication series

NamePICMET: Portland International Center for Management of Engineering and Technology, Proceedings

Other

OtherPortland International Center for Management of Engineering and Technology - Technology Management in the Energy-Smart World, PICMET'11
CountryUnited States
CityPortland, OR
Period11-07-3111-08-04

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Management Science and Operations Research
  • Management of Technology and Innovation

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  • Cite this

    Chang, S. C., & Liu, P. H. (2011). Using focus group to investigate why people use facebook: The case of Taiwan. In PICMET'11 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management in the Energy-Smart World [6017728] (PICMET: Portland International Center for Management of Engineering and Technology, Proceedings).