隨著智慧型手機的普及和科技的進步，手機上能選擇的娛樂越來越多，語音社群媒體- Clubhouse在全球籠罩Covid-19的疫情下，吸引許多人使用，不過隨著風潮的過去，Clubhouse的使用人數急遽驟減，本研究將探討在Clubhouse上的使用者持續使用之因素。過去的研究多著重在文字、照片和影片等社群媒體的持續使用意圖，對於新興的語音社群研究較少，因此本研究整理出過去探討影響社群媒體心理需求滿足的相關文獻，並提出了四個構念：匿名性、自我呈現、社會臨場感與自身吸引力，再結合期望確認模型去探討使用者在Clubhouse的滿意度、感知價值以及感知有用性是否會影響使用者持續使用的意圖。本研究採用問卷調查法，在Clubhouse與Facebook上發放問卷，總共回收了310份有效問卷。研究結果顯示，由這四個構念所組成的因素確實會對Clubhouse使用者的確認程度有顯著的正向影響，與預期相同，確認程度對感知價值、感知有用性與滿意度有正向影響，而感知價值與感知有用性會正向影響滿意度，最後滿意度與感知價值對於使用者的持續使用意圖有強烈的正向影響。

With the popularity of smartphones and the advancement of technology, more and more entertainment options are available on smartphones. The audio-based social media, Clubhouse, has attracted many people to use it in the wake of the global Covid-19 epidemic, but with the passing of the trend, the number of Clubhouse users has dropped dramatically. This study will examine the factors that contribute to the continued use of users on Clubhouse. In the past, most of the researches focused on the continued use of social media such as text, photos, and videos, and less research was done on the emerging audio-based community. Therefore, this study sorted out the relevant literature on the impact of social media on the satisfaction of psychological needs in the past, and proposed four constructs: anonymity, self-presentation, social presence and self attractiveness, combined with the expectation confirmation model to explore whether users' satisfaction, perceived value and perceived usefulness in Clubhouse will affect users' intention to continue using. In this study, a questionnaire survey method was used to distribute questionnaires on Clubhouse and Facebook, and collected total of 310 valid samples. The results of the study show that the factors composed of these four constructs do have a significant positive impact on confirmation of Clubhouse users. As expected, confirmation has a positive impact on perceived value, perceived usefulness and satisfaction. While perceived value and perceived usefulness will positively affect satisfaction, and finally satisfaction and perceived value have a strong positive impact on users' continued use intentions.

論文審定書i
摘要ii
Abstractiii
目錄v
圖次vii
表次viii
第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究問題與目的4
第四節 研究方法與流程4
第二章 文獻探討6
第一節 社群媒體6
第二節 Clubhouse7
第三節 匿名性、自我呈現、社會臨場感、自身吸引力9
第四節 期望確認理論(EXPECTATION CONFIRMATION THEORY)11
第三章 研究方法15
第一節 研究模型15
第二節 研究假說16
第三節 操作型定義21
第四節 研究設計21
第四章 資料分析27
第一節 樣本基本資料分析27
第二節 衡量模型29
第三節 結構模型與假說驗證38
第五章 結論與建議41
第一節 研究結果與建議41
第二節 理論以及實務意涵43
第三節 研究限制44
第四節 未來研究方向45
參考文獻46
中文文獻46
英文文獻46
附錄：本研究正式問卷52

2020台灣網路報告.取自：https://report.twnic.tw/2020/TrendAnalysis_globalCompetitiveness.html
DIGITAL 2021: TAIWAN. Retrived from https://datareportal.com/reports/digital-2021-taiwan
陳建均，2021。Clubhouse點燃聲音戰火！從Spotify到Facebook都搶著模仿，語音社群魅力在哪？取自：https://www.bnext.com.tw/article/62124/clubhouse-clone-spotify-linkedin
陳建均，2021。沒邀請碼不能來！「神祕」語音社群平台clubhouse崛起，將面臨哪些挑戰？取自：https://www.managertoday.com.tw/articles/view/62372
Janis, 2021. Clubhouse 下載量慘跌 90％！放棄邀請制、開發新功能，為何卻快速退燒？取自：https://www.managertoday.com.tw/articles/view/63867
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