近來，愈來愈多的臉書使用者對繼續使用臉書有不同的看法，可能因隱私問題、擔憂於網路暴露過多個人訊息、人際干預或困擾等疑慮，已選擇刪除帳號或傾向於不繼續使用。而大量使用者的流失正意謂著潛在具價值的海量資訊也隨之損失消逝。 有鑑於此，本研究以臉書使用者為研究對象，採問卷調查法共獲得498份有效樣本，並利用多變量無母數迴歸分析技術─多元適應性雲形迴歸（multivariate adaptive regression splines, MARS）之篩選重要變數與預測能力，而探討五大人格特質、自我監控與臉書使用行為之相關性。實證結果顯示，本研究不僅獲得使用者持續使用意圖之重要變數，能有效預測使用者未來繼續使用的意圖外，亦可了解會員於網站之使用行為與其人格之關係，藉此提供外在觀察者能速效地評估社群使用者之人格特質，俾廣泛企業於人力資源管理或顧客行銷等實務之應用。 Recently, an increasing number of Facebook users hold opposing view on continuance usage of Facebook, probably because of privacy concerns, disclosing amount of personal information on the Internet and interpersonal intervention. Consequently, more and more people have decided not to retain their memberships or tend not to use Facebook. Such chained churn of customers may give rise to loss of myriad valuable information. This paper aims to construct a customer churn model of Facebook users for uncovering the crucial predictors of the intention to continued usage. Employing the high prediction efficacy of nonlinear, non-parametric, multivariate adaptive regression splines (MARS), this empirical study, base on a valid sample of 498 Facebook users surveyed through online and offline questionnaires, verifies that the motive of use is the most critical to the intention of membership continuance. Also the results reveal that relationships between Big five factors of personality, self-monitoring and an array of Facebook usage behaviors, which enable practitioners as observers without any interventions to identify a Facebook user’s personality for the sake of human resource management and marketing business.
