隨著網際網路的迅速發展，網路上各種服務的使用已漸漸成為人們每日必做的例行公事，不管是社群網站或者是非社群網站，這些不斷推陳出新的電子化服務對於經營者來說，如何讓使用者願意使用以及持續使用，是很重要的議題。
社會傳播效果的影響會改變個人對事物的看法，不同於過去的研究，本研究嘗試以社會網路的觀點來探討電子化服務的持續使用意圖。而與社會傳播因素有關的網路結構概念有兩種，分別為「凝聚力」與「結構等價」。使用者在採用電子化服務時會受到與自己身邊較常往來的人所影響或參考比較與自己在社會網路中地位類似的人的使用經驗，進而影響使用者對電子化服務的態度或使用意圖。本研究將以電子化服務為例子來進行實證研究並嘗試採用社會傳播因素結合Bhattacherjee與Premkumar提出的兩階段認知改變理論模型，進行縱貫性研究，了解使用者對於使用電子化服務在採用階段的使用意圖以及採用後階段的持續使用意圖。
研究以問卷發放為研究方法，共收集兩階段問卷，第一階段506份問卷，第二階段302份有效問卷，並以結構方程模式進行資料分析。研究結果顯示，凝聚力對使用者的初始態度雖然沒有顯著的影響，但修改後凝聚力對使用者的修改後態度則有顯著的影響。而修改後結構等價雖然對修改後態度沒有顯著影響，但結構等價則對使用者的初始態度有顯著的影響，且初始態度及修改後態度也分別對使用者的使用意圖及持續使用意圖有顯著的影響。故本研究結果凸顯社會傳播因素為影響使用者使用意圖及持續使用意圖的重要因子。本研究結果彌補過去文獻之不足，並提供電子化服務業者在留住使用者方面相關實務之依據。

Many people now use online services (e-services) every day, and thus service providers are interesting the intentions of users to continue to use these. This study attempts to investigate e-service continued usage intentions through the concept of a social network, with a focus on the contagion effects of “cohesion” and “structural equivalence”. When people use e-services, their attitudes will be influenced by people who are close to them or people who have same social positions as them. This study thus adopts social contagion factors and a two-stage cognitive change model to carry out a longitudinal study of the continued usage intentions of e-services users. By applying a structural equation modeling technique to investigate the proposed model, the hypotheses were empirically validated based on two-stage survey data collected from 302 e-services users. The results indicate that cohesion does not have a significant effect on initial attitude, while modified cohesion does have a significant effect on attitude. In addition, modified structural equivalence does not have a significant effect on modified attitude. In contrast, structural equivalence has a significant effect on initial attitude, initial attitude has a significant effect on the intention to use, and modified attitude has a significant effect on continuance intention. The results show that social contagion factors are important one that will influence the intention to use and continued use of e-services.

中文部分
台灣網路資訊中心(2015)－2015台灣寬頻網路使用調查
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http://www.twnic.net.tw/download/200307/20150901e.pdf
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