影響部落格加值服務購買行為之因素研究

The Factors to Affect Bloggers to Purchase Value-Added Service of Blog

近年來由於部落格的急速發展，部落格的商機與競爭隨著增大、激烈。部落格服務供應商，除了傳統的廣告收入外，如何透過加值服務的提供，來吸引使用者付費購買，乃是部落格服務供應商求生存、取得市場優勢所必需思考的關鍵問題。為瞭解影響部落格使用者付費購買部落格加值服務之因素，本研究以Venkatesh等人（2003）提出之「科技接受與使用統合理論」為基礎，並納入「涉入」與「性別」作為調節變數，透過結構方程模型分析後，獲得下列主要結論：（1）部落格使用者知覺部落格加值服務的「績效期望」、「社會影響」、「促成條件」會對其「購買意圖」產生直接的影響；（2）部落格使用者知覺部落格加值服務的「績效期望」、「促成條件」、「購買意圖」會對其「購買行為」產生直接的影響；（3）在「涉入」的調節效果方面，「社會影響」與「促成條件」對「購買意圖」的影響會受「涉入」所調節；而「促成條件」對「購買行為」的影響亦會受到「涉入」而調節；（4）在「性別」的調節效果方面，「績效期望」對「購買行為」的影響會受「性別」所調節。

By the rapid development of blog recently, the opportunity becomes more but the competition becomes intense. Beside the income from the on-line advertisement, the blog service providers (BSP) need to think how to make profit by providing the value-added service to attract the bloggers to pay for it. This research studies the factors to affect bloggers to purchase value-added service of blog by the ”Unified Theory of Acceptance and Use of Technology” addressed by Venkatesh et al. (2003), and studies the moderating-effects from ”Involvement” and ”Gender”. After the analysis of the Structural Equation Model (SEM), the main conclusions are as follows, (1) bloggers' perception of ”Performance Expectancy”, ”Social Influence” and ”Facilitating Conditions” will affect directly his/her ”Intention to Purchase”; (2) bloggers' perception of ”Performance Expectancy”, ”Facilitating Conditions” and ”Intention” will affect directly his/her ”Behavior to Purchase”; (3) ”Involvement” will moderate the effect of ”Social Influenc e” and ”Facilitating Conditions” on ”Intention to Purchase”, and the effect of ”Facilitating Conditions” on ”Behavior to Purchase”; (4) ”Gender” will moderate the effect of ”Performance Expectancy” on ”Behavior to Purchase”.