公部門社群網站為我國政府機關及其轄下所屬單位自行或委外經營之官方社群網站。因應網路發展趨勢，除了原有的機關網頁，政府善用社群網路媒體，提供多元化的溝通交流管道，可促進公民參與，進而提升政府施政的效率與品質。
本研究運用Davis(1989)提出之「科技接受模式」(TAM)為基礎，探討資訊品質、互動性及網站偏好等外生變數對於使用者知覺有用性及知覺易用性的影響，並依據社群網站玩樂特性加入Moon and Kim(2001)提出的「知覺娛樂性」構面，探討知覺有用性、知覺易用性及知覺娛樂性對使用態度的影響，期能夠瞭解一般民眾對公部門社群網站的使用意圖。
本研究以問卷方式進行資料收集，針對使用過公部門社群網站的民眾進行立意抽樣，共回收324份有效問卷，回收率達90.25%，採用SPSS17.0版與AMOS26.0版統計軟體進行信效度分析及迴歸分析以驗證假設。
本研究實證結果顯示：外生變數資訊品質程度及互動性程度對民眾對於公部門社群網站的知覺有用性有正向顯著影響。外生變數網站偏好程度對民眾對於公部門社群網站的知覺易用性有正向顯著影響。民眾對於公部門社群網站的知覺有用性及知覺娛樂性會正向影響使用意圖。民眾對於公部門社群網站的知覺易用性會正向影響知覺有用性及知覺娛樂性，並透過知覺有用性及知覺娛樂性間接影響使用意圖。知覺易用性對使用意圖的影響，需要透過知覺有用性及知覺娛樂性作為中介影響來達成其顯著的關係。

Based on the theory of Technology Acceptance Model (TAM) and surveyed by questionnaires, this research collected 324 valid questionnaires, mainly discussing the relevant influence variables of people's intention to use the government social media.
The choice of variables covers Information Quality, Interactivity, Website Preference ,Perceived usefulness ,Perceived ease of use, Perceived Playfulness ,attitude of use, and continued intention to use.
The results of empirical analysis are summarized as follows:
(1) External variables, the degree of information quality and the degree of interactivity will positively affect people's perceived usefulness of the government social media.
(2) External variables, the degree of website preference will positively affect people's perceived ease of use of the government social media.
(3) People's perceived usefulness and perceived playfulness of government social media will positively affect the intention to use.
(4) People's perceived ease of use of government social media will positively affect perceived usefulness and perceived playfulness, and indirectly affect using intention through perceived usefulness and perceived playfulness. The impact which perceived ease of use on the intention to use needs perceived usefulness and perceived playfulness as an intermediary to achieve its significant impact on the relationship.

中文部分
1.方盈潔，「微網誌使用行為研究：以PLURK 使用者為例」，國立政治大學廣播電視學研究所未出版碩士論文，(2008)：1-125。
2.丘昌泰(2008)。公共政策：基礎篇(三版)。巨流，台北。
3.丘昌泰(2011)。政府施政與民眾感受之間的連結器·研習論壇月刊，(129)，1-13。
4.左恒和(2018)。地方政府LINE官方帳號飽和性研究-以嘉義市政府為例。國立臺灣藝術大學廣播電視學系碩士論文。未出版，新北市。1-93
5.朱育慧(2012)。Facebook和Google Plus在社群網站持續使用因素之探討─以台灣抽樣案例為例。國立臺北科技大學工業工程與管理系碩士班碩士論文。未出版，台北。1-71。
6.朱承樂(2017)。社群媒體與話題行銷對國軍形象提升之效果：以國防部發言人臉書專頁為例。銘傳大學國際企業學系碩士在職專班碩士論文。未出版，台北。1-76
7.行政院研究發展考核委員會(2013)。第四階段電子化政府計畫(101年至105年)(核定本)。台北，行政院研究發展考核委員會。1-138
8.吳智鴻、蔡依錞。以科技接受模式來探討社群網站Facebook的使用意圖。國立臺灣科技大學人文社會學報。10(1)，29-44。2013。
9.吳萬益(2019)。企業研究方法(六版)。台北，華泰。
10.李東昂(2018)。公私部門運用粉絲專頁之公關策略比較分析：以黃金博物館及袖珍博物館為例。國立政治大學行政管理碩士學程碩士論文。未出版，台北。1-146
11.李家嘉，「影響線上遊戲參與者互動行為之因素探討」，國立中正大學資訊管理學系研究所未出版碩士論文，(2002)：1-115。
12.李國豪(2012)。網路使用者持續使用FACEBOOK之因素探討-科技接受模式及資訊系統接受後持續使用模式之應用。大同大學事業經營學研究所碩士論文。未出版，台北。1-174。
13.汪子錫(2013)。警察執法與社群媒體運用策略模式探析。通識教育教學與人文學術研討會，桃園。
14.宗尼。以科技接受模式探討行動社群網站之使用-以Facebook為例。中國文化大學資訊傳播學系碩士論文。未出版，台北。1-51。2102。
15.林東清(2018)。資訊管理：e化企業的核心競爭能力(七版)。智勝文化，台北。466-472
16.邱麗娟(2017)。官方臉書粉絲專頁經營分析：以「我的新北市」為例。世新大學傳播管理學研究所。未出版，台北。1-96
17.高秀慧(2018)。社群媒體管理方式對行銷效果之影響─以地方政府觀光粉絲專頁為例。國立臺北大學公共行政暨政策學系碩士論文。未出版，台北。1-137
18.國家發展委員會(2016)。第五階段電子化政府計畫數位政府(106年至109年)(核定本)。台北，國家發展委員會。1-90
19.國家發展委員會(2017)。政府網站服務管理規範。台北，國家發展委員會。1-53
20.國家發展委員會(2019)。108 年個人家戶數位機會調查報告。台北，國家發展委員會。301-317。
21.國家發展委員會(2019)。108年度強化政府機關社群經營計畫。台北，國家發展委員會。1-16。
22.傅學懋(2019)。影響政府機關運用社群媒體成效關鍵因素之研究。國立臺北大學公共行政暨政策學系碩士在職專班碩士論文，未出版，台北。1-136
23.項靖、羅晉、許雲翔、楊東謀、蘭韻綺、葉明坤、徐慧莉、黃郁尹、黎毓婷、江汶錡(2016)。網路社群媒體時代政府公共諮詢與政策行銷之規劃結案報告。台北，國家發展委員會。1-311。
24.葉明坤(2017)。我國公務人員運用社群媒體於政策行銷與公共諮詢之研究—以科技接受模型為應用。東海大學行政管理暨政策研究所碩士論文，未出版，台中。1-228
25.廖乙甄(2013)。政府應用Web2.0於政策行銷之研究—以臉書為例。東海大學行政管理暨政策研究所碩士論文，未出版，台中。1-147
26.劉晏銘(2012)。移民署自動通關政策行銷之研究-以Facebook粉絲專頁為例。中華大學行政管理學系碩士班碩士論文。未出版，新竹。1-116
27.劉淑薇(2016)。政府運用社群媒體進行健康傳播之研究─以1922防疫達人臉書粉絲專頁為例。世新大學公共關係暨廣告學研究所碩士論文。未出版，台北。1-138
28.劉駿宏(2017)。社群媒體運用於政府機關行銷策略之研究。中臺科技大學文教事業經營研究所碩士論文。未出版，台中。1-177
29.歐聖凡(2015)。Facebook粉絲專頁經營與學校網路行銷之研究–以新竹市國小為例。中華大學行政管理學系碩士班碩士論文。未出版，新竹。1-184。
30.潘競恆、羅晉、許祐嘉、廖乙甄(2012)。政府運用Web 2.0社群媒體行銷的新思維與策略期末報告。台北，行政院研究發展考核委員會。1-312。
31.錢自立(2016)。公所社群網站政策推動效益之研究。佛光大學傳播學系碩士論文。未出版，宜蘭。1-63
32.謝孟珊(2018)。運動i臺灣政策行銷之研究-以Facebook粉絲專頁為例。國立體育大學體育推廣學系碩士論文。未出版，桃園。1-113
33.謝郁萍(2014)。從使用者動機探討線上影音分享平台對情感與認知評價之影響一以YouTube為例。國立東華大學企業管理學系碩士論文。未出版，花蓮。1-296。
34.鍾易昇(2018)。探討公部門社群媒體之行銷—以NPA署長室粉絲專頁為例。國立中興大學國家政策與公共事務研究所碩士論文。未出版，台中。1-128
35.簡啟洋(2018)。警察機關社群網站行銷與組織文化之關係─以高雄市政府警察局為例。國立高雄師範大學成人教育研究所碩士論文。未出版，高雄。1-151。
36.嚴冠琳(2017)。公部門透過Facebook粉絲專頁政策傳播之效果-以消防署粉絲專頁為例。佛光大學傳播學系碩士論文。未出版，宜蘭。1-88
英文部分
1.Agarwal, R. and J. Prasad, “The Antecedents and Consequents of User Perceptions in Information Technology Adoption”, Decision Support Systems, 22(1), (1998): 15-29.
2.Ahn, T., S. Ryu, and I. Han, “The Impact of the Online and Offline Features on the User Acceptance of Internet Shopping Malls”, Electronic Commerce Research and Applications, 3(4), (2004): 405-420.
3.Ahn, T., S. Ryu, and I. Han, “The Impact of Web Quality and Playfulness on User Acceptance of Online Retailing”, Information and Management, 44(3), (2007):263-275.
4.Amoako-Gyampah K., A. F. Salam, “An Extension of the Technology Acceptance Model in an ERP Implementation Environment”, Information and Management,41(6), (2004): 731-745.
5.Arnold, M. J. and Reynolds, K. E. (2003),"Hedonic shopping motivations," Journal of Retailing, Vol. 79, No. 2, pp. 77-95.
6.Atkinson, M. and C. Kydd, “Individual Characteristics Associated with World-Wide-Web Use: An Empirical Study of Playfulness and Motivation”, The DATA BASE for Advances in Information Systems, 28(2), (1997): 53-62.
7.Barnett, L. A., “Characterizing Playfulness: Correlates with Individual Attributes and Personality Traits”, Play and Culture, 4(4), (1990): 371-393.
8.Bloch, P. H., Ridgway, N. M. and Sherrell, D. L. (1989),"Extending the concept of shopping: An investigation of browsing activity," Journal of the Academy of Marketing Science, Vol. 17, No. 1, pp. 13-21.
9.Boyd, D. M. and N. B. Ellison, “Social Network Sites: Definition, History and Scholarship”, Journal of Computer-Mediated Communication, 13(1), (2007):210-230.
10.Bruner II, C. Gordon, and Anand Kumar, “Applying TAM to Consumer Usage of Handheld Internet Devices,” Journal of Business Research, 58(5), (2005):553-558.
11.Chan S. C. and M. T. Lu, “Understanding Internet Banking Adoption and Use Behavior: A Hong Kong Perspective”, Journal of Global Information Management; 12(3), (2004): 21.
12.Chen, L. D. and J. Tan, “Technology Adaptation in e-Commerce: Key Determinants of Virtual Stores Acceptance”, European Management Journal, 22(1), (2004):74-86.
13.Cheong, J. and M. Park, “Mobile Internet Acceptance in Korea”, Internet Research:Electronic Networking Applications and Policy, 15(2), (2005): 125-140.
14.Choi, Y. K., Kim, J. and McMillan, S. J. (2009), "Motivators for the intention to use mobile TV a comparison of South Korean males and females," International Journal of Advertising, Vol. 28, No. 1, pp. 147-167.
15.Davis, F. D., “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, 13(3), (1989): 319-339
16.Davis, F. D., “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, Vol.13, No.3, pp.319-340, 1986.
17.DeLone, W. H. and E. R. McLean, “The DeLone and McLean Model of Information System Success: A Ten-Year Update,” Journal of Management Information Systems, 19(4), (2003): 9-30.
18.DeLone, W. H. and E. R. McLean, “The DeLone and McLean Model of Information System Success: A Ten-Year Update,” Journal of Management Information Systems, 19(4), (2003): 9-30.
19.Eighmey, J. and L. McCord, “Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web’’, Journal of Business Research, 41(3), (1998): 187-94.
20.Esrock, S. L. and G. B. Leichty, “Corporate World Wide Web Pages: Serving the News Media and Other Publics”, Journalism and Mass Communication Quarterly, 76(3), (1999): 456-467.
21.Evans, C. and K. Sabry, “Evaluation of the Interactivity of Web-Based Learning Systems: Principles and Process”, Innovations in Education and Teaching International (IETI), 40(1), (2003): 89-99.
22.Flavian, C. and Guinaliu, M. (2006), "Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a Web site," Industrial Management & Data Systems, Vol. 106, No. 5, pp. 601-620.
23.Gavish, B. and Gerdes, J. H. Jr. (1998), "Anonymous mechanisms in group decision support systems communication,"' Decision Support Systems, Vol. 23, No. 4, pp. 297-328.
24.Gefen, D., “Unidimensional Validity: An Explanation and Example”, CAIS, 12(2),(2003): 23-47.
25.Ghose, S. and W. Dou, “Interactive Functions and Their Impact on the Appeal of Internet Presence Site”, Journal of Advertising Research, 38(2), (1998): 29-43.
26.Glynn, P. W., “El Niño-Southern Oscillation 1982-83: Nearshore Population, Community, and Ecosystem Responses”, Annual Review of Ecology and Systematics, 19, (1988): 309-345.
27.Grimmelmann, J., “Saving Facebook”, Iowa Law Review, 94(4), (2009):1137-1206.
28.Ha, L. and E. L. James, “Interactivity Reexamined: a Baseline Analysis of Earlybusiness Web Sites”, Journal of Broadcasting and Electronic Media, 43(1),(1999).
29.Heijden, H. V. D., “Factors Influencing the Usage of Websites: the Case of a Generic Portal in the Netherlands”, Information and Management, 40(6), (2003):541-549.
30.Howard, C. M., “Technology and Tabloids: How the World Wide Web is Changing Our Jobs”, Public Relations Quarterly, 45(1), (2000): 8-12.
31.Hu, P. J., P. Y. K., Chau, O. R. L. Sheng, and K. Y. Tam, “Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology”,Journal of Management Information Systems, 16(2), (1999): 91-112.
32.Kaye, B. K. (1998), "Uses and gratifications of the World Wide Web: From couch potato to Web potato,"' Atlantic Journal of Communication, Vol. 6, No. 1, pp. 21-40.
33.Kim, D. and H. Chang, “Key Functional Characteristics in Designing and Operating Health Information Websites for User Satisfaction: an Application of the Extended Technology Acceptance Model”, International Journal of Medical Informatics, 76(12), (2006): 790-800.
34.Kim, W. G., C. Lee, and S. Hiemstra, “The Effects of an Online Virtual Community on Customer Loyalty and Travel Products Purchases”, Tourism Management,25(3), (2004): 343-355.
35.Koufaris M., “Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior”, Information Systems Research, 13(2), (2002):205-223.
36.Koufaris M., “Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior”, Information Systems Research, 13(2), (2002):205-223.
37.Kruck, S. E., Gottovi, D., Moghadami, F., Broom, R. and Forcht, K. A. (2002), "Protecting personal privacy on the Internet," Information Management & Computer Security, Vol. 10, No. 2, pp. 77-84.
38.Leung, L. (2003), "Impacts of net-generation attributes, seductive properties of the Internet, and gratifications-obtained on Internet use," Telematics and Informatics, Vol.20, No. 2, pp. 107-129.
39.Lightner, N. J. and C. Eastman, “User Preference for Product Information in Remote Purchase Environment”, Journal of Electronic Commerce Research, 3(3), (2002):174-186.
40.Lin, J. and P. Hsieh, “The Role of Technology Readiness in Customers' Perception and Adoption of Self-service Technologies”, International Journal of Service Industry Management, 17(5), (2006):497-517.
41.Lin, J. C. C. and H. Lu, “Towards an Understanding of the Behavioural Intention to Use a Web Site”, International Journal of Information Management, 20(3), (2000): 197-208.
42.Liu, C. and K. P. Arnett, “Exploring the Factors Associated with Web Site Successin the Context of Electronic Commerce”, Information and Management, 38(1), (2000): 23-33.
43.Mathieson, K., E. Peacock, and W. W. Chin, “Extending the TAM: the Influence of Perceived User Resources”, The Data Base for Advances in Information Systems,32(3), (2001): 86-112.
44.Mathieson, K., E. Peacock, and W. W. Chin, “Extending the TAM: the Influence of Perceived User Resources”, The Data Base for Advances in Information Systems,32(3), (2001): 86-112.
45.McKinney, V., K. Yoon, and F. M. Zahedi, “The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach”, Information Systems Research, 13(3), (2002): 296-315.
46.Mergel, I. (2012a). Social Media in the Public Sector: A Guide to Participation, Collaboration and Transparency in The Networked World. John Wiley & Sons.
47.Morris M. G. and A. Dillon, “The Influence of User Perceptions on Software Utilization: Application and Evaluation of a Theoretical Model of Technology Acceptance”, IEEE Software, 14(4), (1997): 56-75.
48.Negash, S., T. Ryan, and M. Igbaria, “Quality and Effectiveness in Web-based Customer Support Systems”, Information and Management, 40(8), (2003):757-768.
49.O`Cass, A. and T. Fenech, “Web Retailing Adoption: Exploring the Nature of Internet Users Web Retailing Behavior”, Journal of Retailing and Consumer Services,10(2), (2003): 81-94.
50.Park, J., J. Kim, and J. Koh, “Determinants of Continuous Usage Intention in Web Analytics Services”, Electronic Commerce Research and Applications, 9(1),(2010): 61–72.
51.Rice, M., “What Makes Users Revisit a Web Site”, Marketing News, 31(6), (1997):12-13.
52.Rodgers, W., S. Negash, and K. Suk, “The Moderating Effect of On-line Experience on the Antecedents and Consequences of On-line Satisfaction”, Psychology and Marketing, 22(4), (2005): 313-331.
53.Schmidt, J. B., “A Proposed Model of External Customer Information Search”, Journal of the Academy of Marketing Science, 24(3), (1996): 245-256.
54.Schrepp, M., T. Held, and B. Laugwitz, “The Influence of Hedonic Quality on Eheattractiveness of User Interfaces of Business Management Software”, Interacting with Computers, 18(5), (2006): 1055-1069.
55.Seoul Development Institute. (2011). The Study of Social Network Services and its Utilization Strategies for the City of Seoul (소셜 네트워크 서비스와 서울시의 활용방안 연구).
56.Shneiderman, B., “Designing for Fun: How Can We Design User Interfaces to be More Fun?”, Interactions, 11(5), (2004): 48-50.
57.Sledgianowski, D. and S. Kulviwat, “Using Social Network Sites: the Effects of Playfulness, Critical Mass and Trust in a Hedonic Context”, Journal of Computer Information Systems, 49(4), (2009): 74-83.
58.Stafford, T. F., Stafford, M. R. and Schkade, L. L. (2004),"Determining uses and gratifications for the Internet," Decision Sciences, Vol. 35, No. 2, pp. 259-288.
59.Starbuck, W. H. and J. Webster, “When is Play Productive?”, Accounting, Management, and Information Technology, 1(1), (1991): 71-90.
60.Teo, S. H., V. K. G. Lim, and R. Y. C. Lai, “Intrinsic and Extrinsic Motivation in Internet Usage”, OMEGA International Journal of Management Science, 27(1),(1999): 25-37.
61.Tjahjono, B., “Supporting Shop Floor Workers with A Multimedia Task-Oriented Information System”, Computers in Industry, 60(4), (2009): 257-265.
62.Trocchia P. J. and S. Janda, “How do Customers Evaluate Internet Retail Service Quality?”, Journal of Services Marketing, 17(3), (2003): 243-253.
63.Wang, R. Y. and D. M. Strong, “Beyond Accuracy: what Data Quality Means to Data Consumers”, Journal of Management Information Systems, 12(4), (1996): 5-33.
64.Webster I. T., “Effect of Wind on the Distribution of Phytoplankton Cells in Lakes”,Limnol Oceanogr, 35(5), (1990): 989-1001.
65.Webster, J. and J. J. Martocchio, “Microcomputer Playfulness: Development of a Measure with Workplace Implications”, MIS Quarterly, 16(2), (1992): 201-226.
66.Wiener, N., Cybernetics or Control and Communication in the Animal and the Machine, 1st ed, Cambridge, MA: Technology Press, (1948): 1-194.
67.Wixom, B. H. and P. A. Todd, “A Theoretical Integration of User Satisfaction and Technology Acceptance”, Information Systems Research, 16(1), (2005): 85-102.
68.Wu, J. H. and S. C. Wang, “What Drives Mobile Commerce? An Empirical Evaluation of the Revised Technology Acceptance Model”, Information and Management, 42(5), (2004): 719-729.
69.Yacci, M., “Interactivity Demystified: a Structural Definition for Distance Education and Intelligent Computer-Basedinstruction” Educational Technology, XL(4),(2000): 5-16.
網路部分
1.中央及所屬機關網站 Web2.0 服務一覽表(2020)。政府網站營運交流平台。取自https://www.webguide.nat.gov.tw/ServiceTable.aspx?n=448&sms=8497
2.北村倫夫（2012）。ソーシャルメディアを利用した行政広報のガバナンスのあり方，NRI Public Management Review，111。取自：https://www.nri.com/jp/opinion/region/2012/pdf/ck20121003.pdf。
3.政府善用社群媒體的好處：撙節成本、掌握輿情：鄭緯筌(2019)。政府善用社群媒體的好處。取自https://www.marketersgo.com/marketing/201903/mk2-mkc2-the-benefits-of-using-of-social-media-for-government/
4.農委會防檢局官方臉書「非洲豬瘟」防疫宣傳影片(2018)。動植物防疫檢疫局-防疫小尖兵。取自https://www.facebook.com/watch/?ref=search&v=253820391962071&external_log_id=9d87bde3138012bab8e359015d1edc68&q=%E9%9D%9E%E6%B4%B2%E8%B1%AC%E7%98%9F。
5.縣市政府網站 Web2.0 服務一覽表(2020)。政府網站營運交流平台。取自https://www.webguide.nat.gov.tw/ServiceTable.aspx?n=449&sms=8499。
6.新北旅客(2020)。新北市政府。取自https://www.facebook.com/ntctour。
7.新莊文化藝術中心(2020)。新北市政府。取自https://www.facebook.com/xzcac.ntpc.gov.tw/。