英文摘要 |
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”. |