在這網際網路盛行的年代，民眾往往使用社交媒體，來取得資訊，藉由社群媒體的資訊分享，獲得滿滿的幸福感。本研究利用科技接受理論模型，探討社群媒體的易用性與有趣性是否會影響使用意圖，並且探討從眾行為扮演的角色。利用便利抽樣方式，發放430份問卷，回收430份，回收率100%，有效問卷率為100%。採用SPSS 19.0 進行統計分析，包含獨立樣本t檢定、變異數分析與迴歸分析。實證結果發現:知覺易用性會正向顯著影響使用意圖，知覺有趣性也會正向顯著影響使用意圖，從眾行為是二者之中介變數。透過實證結果我們可以得知，民眾使用社群媒體不只是基於易用性或有趣性，也會因為周遭朋友都在使用，而自己也跟著使用。 In this age of the Internet prevalence, people often use social media to get information, and they through the sharing of information get a sense of happiness. Using the technology acceptance theory model, this study explores whether the ease of use and perceived playfulness of social media influence usage intentions, and explores the role of herd behavior. Using the convenience sampling, 430 questionnaires were distributed and 430 were recovered, with a recovery rate of 100% and a valid questionnaire rate of 100%. SPSS 19.0 was used for statistical analysis, including independent sample T test, ANOVA and regression analysis. The empirical results show that perceived ease of use has a significant positive effect on usage intention, perceived playfulness also has a significant positive effect on usage intention, and herding behavior is an intermediary variable between the both. From empirical results we find that people use social media not only base on easy to use or perceived playfulness, but also follow their friends to use it.
