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作者:Suphruchaya Chatchuchaikul
作者(英文):Suphruchaya Chatchuchaikul
論文名稱:The Double-edged Sword: The Roles of Cognitive Load and Social Capital on Facebook Usage Intention
論文名稱(英文):The Double-edged Sword: The Roles of Cognitive Load and Social Capital on Facebook Usage Intention
指導教授:池文海
指導教授(英文):Wen-hai Chih
口試委員:藍毓莉
袁國榮
口試委員(英文):Yu-li Lan
Kuo-Jung Yuan
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學號:610532031
出版年(民國):107
畢業學年度:106
語文別:英文
論文頁數:131
關鍵詞(英文):Cognitive LoadSocial CapitalPerceived Website ComplexityPerceived InteractivityCost-Benefit TheoryFacebook Usage Intention
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Facebook is the most popular social network site in the world. This study focuses on the roles of cognitive load and social capital that affect Facebook usage intention based on cost-benefit theory. This study examines the relationship among perceived website complexity, perceived interactivity, cognitive load, social capital, and Facebook usage intention. The targets of this research are Facebook users in Thailand. This research collected 280 surveys from Thai participants and the results indicated that perceived website complexity has significant and positive effects on intrinsic and extraneous cognitive load but has a significant and negative effect on germane cognitive load. Intrinsic and extraneous cognitive load has a significant and positive effect on Facebook discontinuous usage intention but intrinsic cognitive load has a significant and negative effect on Facebook continuous usage intention. On the other hand, germane cognitive load has a significant and positive effect on Facebook continuous usage intention but a significant and negative effect on Facebook discontinuous usage intention. Perceived interactivity has a significant and positive effect on social capital. Bridging social capital has a significant and positive effect on Facebook continuous usage intention but a significant and negative effect on Facebook discontinuous usage intention. Conversely, bonding social capital has a significant and positive effect on Facebook discontinuous usage intention.
Acknowledgement ii
Abstract iii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Questions and Objectives 5
1.4 Research Gap 5
1.5 Sampling Scope and Subjects 6
1.6 Research Procedure 6
Chapter 2 Literature Review 9
2.1 Cost-benefit Analysis Theory 9
2.2 Cognition-Affect-Behavior (CAB) Model 10
2.3 Perceived Website Complexity 10
2.4 Cognitive Load 12
2.5 The Relationship between Perceived Website Complexity and Cognitive Load 14
2.6 Perceived Interactivity 15
2.7 Social Capital 16
2.8 The Relationship between Perceived Interactivity and Social Capital 17
2.9 Usage Intention 17
2.10 The Relationship between Cognitive Load and Usage Intention 18
2.11 The Relationship between Social capital and Usage Intention 19
Chapter 3 Methodology 21
3.1 Research Framework and Hypotheses 21
3.2 Operational Definitions and Measures 24
3.3 Questionnaire Design 35
3.4 Data Collection 37
3.5 Data Analysis Method 37
3.6 Examination of Common Method Variance 39
3.7 Pilot Test Results 40
Chapter 4 Data Analysis 49
4.1 Formal Survey 49
4.2 Descriptive Statistics 49
Page
4.3 Common Method Variance 60
4.4 Reliability and Validity Analysis 61
4.5 Structural Model 73
Chapter 5 Conclusion and Suggestion 81
5.1 Research Conclusion 81
5.2 Discussion 82
5.3 Research Implications and Managerial Implications 83
5.4 Research Limitations and Future Research Suggestions 84
References 87
Appendix 1: Pilot test Questionnaire 99
Appendix 2: Questionnaire Sources 103
Appendix 3: Examination of Common Method Variance - Exploratory Factor Analysis 108
Appendix 4: Convergent Validity 109
Appendix 5: Correlation Matrix for Measurement Items 114
Appendix 6: Reliability Analysis 115
Appendix 7: Formal Survey Questionnaire 119

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