依據社交網絡服務(Social Network Service)的新角色，社交網絡服務如今扮演著我們生活中不可少的一部分。 社交網絡服務是影響人們態度的重要關鍵。 例如，在決定觀看電影之前，社交網絡服務的電影評論可能成為人們決定是否觀看該部電影的一個影響因素？ 這項研究希望透過調查人們對社交網絡服務，特別是針對泰國電影的評論，是否影響使用者決定觀看一部電影之態度？ 這項研究應用了科技接受模型（Technology Acceptance Model）， 結果顯示，電影評論對本研究中的消費者思考過程確實有影響，並且顯著的影響他們是否觀看一部電影的決定。

According to the new role of Social network service (SNS), it played an imperative part of our lives nowadays. Social network service is an important key that affected people’s attitude significantly. Movie reviews become a part of people’s decision before they decided to watch the movie. This research intends to investigate what attitude of people toward movie reviews is on Social Network Service, especially the movie industry in Thailand. The Technology Acceptance Model (TAM) is applied in this research. The results show that movie reviews do have an effect on the consumer thought process and then their decision to watch the movie.

Chinese Abstract……………………………………………………………………………...…. i
English Abstract………………………………………………………………………………… ii
Acknowledgements…………………………………………………………………………….. iii
Table of Contents……………………………………………………………………………… iv
List of Tables…………………………………………………………………………………..... vi
List of Figures…………………………………………………………………………………. vii
Chapter 1 Introduction………………………………………………………………………… 1
1.1 Research Background…………………………………………………………………….... 1
1.2 Research Motivation………………………………………………………………………. 3
1.3 Research Objectives………………………………………………………………….…….. 4
1.4 Research Structure………………………………………………………………………… 4
1.5 Research Flowchart……………………………………………………………….……….. 4
Chapter 2 Literature Review………………………………………………………………….… 6
2.1 Previous Research………………………………………………………………….……….. 6
2.2 Social Network Service………………………………………………………………..……. 7
2.3 Movie Reviews……………………………………………………………………..……….. 8
2.4 Words of mouth………………………………………………………………………...……. 8
2.5 Hypothesis……………………………………………………………………………..……. 8
2.5.1 External Factor………………………………………………………………..….. 8
2.5.2 Perceived usefulness and Perceived ease of use……………………………….. 10
2.5.3 Attitude Toward and Behavioral intention to use……………………………..… 10
Chapter 3 Methodology……………………………………………………………………… 12
3.1 Creation of the questionnaire…………………………………………………………….. 12
3.2 Procedure and Participants………………………………………………………….…… 15
3.3 Data analysis………………………………………………………………….…………. 16
Chapter 4 Results……………………………………………………………………..……… 17
4.1 Demographic data…………………………………………………………………….…. 17
4.2 Descriptive statistics……………………………………………………………….……. 18
4.3 Validity and Reliability testing………………………………………………….………. 20
4.4 Model fit testing……………………………………………………………………..…… 23
4.5 Hypothesis testing……………………………………………………………..…………. 25
4.6 Hypothesis summary……………………………………………………….……………. 31
Chapter 5 Discussion and Conclusion………………………………………………….……. 33
5.1 Discussion………………………………………………………………………………. 33
5.2 Conclusion…………………………………………………………………….………… 35
5.3 Limitation and future research suggestion………………………………………………. 36
References……………………………………………………………………………….…... 37
Appendix………………………………………………………………………………….…. 40

1.Aziz M. & Macredie R.D. (2005). “Exploring the role of perceived ease of use in Web-based information system usage.” Retrieved from https://ieeexplore.ieee.org/document/1567563/
2.Chang C., Yan F., & Tseng S. (2012). “Perceived convenience in an extended technology acceptance model: Mobile technology and English learning for college students.” Australasian Journal of Educational Technology, vol. 28, p.809-826.
3.Cho Y. & Ha J. (2003), “Users’ Attitudes towards Movie-Related Websites and E-Satisfaction,” Journal of Business & Economics Research, Vol.2, p.13-28.
4.Davis, F. D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, September, Vol.13, p.319-340.
5.Ellison N., Steinfield C., & Lampe, C. (2007). “The benefits of Facebook friends: Social capital and college students’ use of online social network site.” Journal of Computer-Mediated Communication, Vol.12, Issue 4, p.1143–1168.
6.Gibson, S. (1997), “Spin a Website to Attract More Customers,” PC Week, March, p.25-79.
7.Hanson, W. (2000), “Principles of internet marketing”, South-Western College Pub, p.67.
8.Hooper D., Coughlan J., & Mullen R.M. (2008). “Structural Equation Modelling: Guidelines for Determining Model Fit.” Retrieved from https://www.cscu.cornell.edu/news/Handouts/SEM_fit.pdf.
9.Hoyle, R. (1995). The structural equation modeling approach: Basic concepts and fundamental issues. Structural Equation modeling: Concepts, issues, and applications, p.1-15.
10.Hoyle, R. H., & Panter, A. T. (1995). “Writing about structural equation modeling. In R. H. Hoyle (Ed.).” Structural equation modeling: Concepts, issues, and applications, p.158-171.
11.Igbaria, M. (1990), “End-User Computing Effectiveness: A Structural Equation Model,” OMEGA International Journal of Management Science, Vol.18, Issue 6, p.637-652.
12.Kaplan M.A. & Haenlein, M. (2010), “Social media: back to the roots and back to the future,” Journal of Systems and Information Technology, Vol.14, p. 101-104.
13.Kelloway, E. K. (1998). “Using LISREL for structural equation modeling: A researcher's guide.” Structural equation modeling: Concepts, issues, and applications.p.185-196.
14.Liu I.F., Chen M.C., Sun S.Y., Wible D., & Kuo, C.H. (2010). “Extending the TAM model to explore the factors that affect Intention to Use an Online Learning Community.” Journal of Computers & Education, Vol 54, Issue 2, p.600-610.
15.Luo, X.(2002), “Uses and Gratifications Theory and E-Consumer Behaviors: A Structural Equation Modeling Study,” Journal of Interactive Advertising, Vol.2, spring, p.225-227
16.Maheshwari, V., Lodorfos, G. & Jacobsen, S. (2014). “Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs.” International Journal of Business Administration. Vol.5, p. 13-23.
17.Middleton A, Bragin E, Morley K.I., & Parker M. (2014). “Online questionnaire development: Using film to engage participants and then gather attitudes towards the sharing of genomic data.” Journal of Social science research. Vol.44, p. 211-223.
18.Munslow A. (2007). “Narrative and History”, Macmillan International Higher Education, July, p.125-126.
19.Nunnally, J. C. (1978). Psychometric theory (2nd Ed.). New York, NY, McGraw-Hill.
20.Pentheny, Jacob R., (2015) “The Influence of Movie Reviews on Consumers.” Honors Theses and Capstones. Retrieved from http://scholars.unh.edu/honors/265
21.Saham B. & Mehran M. (2014). “Movie genre preference and culture.” Journal of Social and behavioral science. Vol.98, p.363-368.
22.Thompson, K, & David B. (2010). Film History: An Introduction. New York, NY: McGraw-Hill.
23.Thurau, T., Gwinner,K., Walsh G., & Gremler D. (2014). “Electronic word-of-mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the internet?” Journal of interactive marketing. Vol.18, p.38-52.
24.Venkatesh, V, & Davis, F. D. (1996), “A model of the antecedents of perceived ease of use: Development and test.” Decision Sciences; summer, Vol 27, p.451-481.
25.Warnick R. (2005). “Movie Effects on the Image of Thailand among College Student Travelers.” Proceedings of the 2005 Northeastern Recreation Research Symposium. P.355-364.
26.Zhou, Z. (2002), “Users’ Attitudes toward Web Advertising: Effects of Internet Motivation and Internet Ability,” Advances in Consumer Research, Vol. 29, p. 71-78.
27.Zoltan, E. & Chapanis, A. (1982), “What Do Professional Persons Think about Computers,” Behavior and Information Technology, Vol.1, Issue1, January – March, p.55-68.