近年來，隨著網路科技蓬勃發展，使得民眾參與社群網站的熱度越來越高。本研究主要是應用Pine II and Gilmore 所提出的體驗四大領域理論，針對消費者體驗社群網站的利益進行分析，以驗證出引發社群網站使用者行為意圖之重要路徑。研究結果發現：(1)社群網站使用者所知覺到社群網站所產生的娛樂性、美感、逃避現實性、教育性、社群性等五種體驗利益，會正面且顯著影響享樂性價值和功利性價值；(2)享樂性體驗價值和功利性體驗價值兩者均會正向且顯著影響正向口碑溝通和網路黏著性。(3)相較於享樂性體驗價值，功利性體驗價值在體驗利益和行為意圖之間，扮演著更重要的中介角色。將本研究最後提出管理意涵和建議，提供社群網站經營者未來從事版面配置、附加價值、解決特定目的問題等策略擬定之參考。 Rapidly advancing information technology is providing people with increasingly varied arrays of activities from which to choose their on-line activities and join a kind of social network websites. The purpose of this article is mainly to identify the effects of experiential benefit on the behavior intention for online social networking users. The CFA and SEM are applied to conduct this paper. The empirical results show that (1) experiential benefit positively influences hedonic and utilitarian experiential value; (2) hedonic experiential value has significant and positive effects on positive eWOM communication and website stickiness; (3) utilitarian value has significant and positive effects on positive eWOM communication and website stickiness; (4) utilitarian value plays a more significant important role of mediator in the relationship between experiential benefit and behavior intention than hedonic does. The managerial implications for business managers, the limitations of this study, and further research ideas for future researchers are discussed in depth.
