隨著Web2.0時代的來臨，社交網路服務 (Social Network Service ,SNS)愈來愈普及化，其不僅成為現代人生活不可或缺的社交娛樂工具，更是企業提升品牌知名度及網路行銷的利器，也是與顧客最有效率的溝通平台。Facebook是目前世界最大的社交服務網站，近來其台灣會員人數更有戲劇性的顯著成長，不但已經成為台灣四分之一人口生活中的一部分，也是新聞媒體和企業關注的焦點。然而過去的研究多著重於社交服務網站所帶來的正面效益，以及可能造成之安全性與隱私性風險，對於人們使用Facebook的原因與可能影響因素並未深入著墨及探討。
本研究採用理性行為理論融合科技接受模式，探討Facebook使用者之認知娛樂性、認知易用性、信任、主觀規範及認知有用性如何影響其使用意圖，又認知娛樂性、認知易用性、信任及認知有用性之間如何相互影響。本研究以台灣地區大專院校學生為研究對象進行問卷調查，總計發放308份，回收之有效問卷共301份（回收率97.7%），以此為樣本進行研究分析。
本研究以線性結構模式來驗證認知娛樂性、認知易用性、信任、主觀規範、認知有用性及Facebook使用意圖之關係。驗證結果顯示：認知娛樂性、認知易用性、信任、主觀規範、認知有用性對Facebook使用意圖皆有正向而顯著的影響；再者，認知娛樂性對認知易用性、認知易用性對信任、信任對認知有用性、認知易用性對認知有用性亦有正向且顯著之影響。

With the era of Web 2.0, social network services (SNS) have become more and more popular. It is not only become an essential part to modern life, but also a tool for social contact and entertainment. For companies and enterprises, it’s a powerful instrument to enhance brand awareness, increase internet marketing sales, and communicate with customers.
Facebook is currently the world's largest social networking website, and the number of Taiwan's membership has grown significantly. There is 1/4 population in Taiwan has joined Facebook, which has attracted the attention of medias and corporations. In this study, we uses the theory of reasoned action (TRA) to examine how the perceived enjoyment, perceived ease of use, trust, subjective norm, and perceived usefulness affect the intention of using Facebook, and how these variables affect each other. The major findings of this study were stated as below.
First, the result showed that perceived enjoyment, perceived ease of use, trust, subjective norm, and perceived usefulness had significant and positive effects on the intention to use of Facebook. Second, there are significant and positive effects among the four groups of variables: 1. perceived enjoyment and perceived ease of use, 2. perceived ease of use and trust, 3. trust and perceived usefulness, and 4. perceived ease of use and perceived usefulness.

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