影響部落格使用意向的前置因素

The Antecedents of Influencing Usage Intention in Blog Context

本研究旨在探討影響部落格使用者滿意度及其意向之因素，以科技接受模式為主，另嘗試以創新擴散觀點為輔，藉以提出適用於部落格採用情境的理論模式。本研究對象以台灣地區的部落格實際使用者為主，透過線上問卷調查法，共回收686份有效問卷，以LISREL結構化模式進行資料分析。本研究獲得三項研究發現：資訊性、認知有趣性、互動性、相對優勢、複雜性、相容性與可觀察性對部落格採用的態度具有正向顯著之影響。主觀規範、關鍵多數與部落格採用的態度對部落格採用的意向具有正向顯著之影響。部落格採用的態度與使用者滿意度對部落格採用的意向具有正向顯著之影響。

This research was conducted to explore the factors that impact Bolg users' satisfaction and behavior intention base on Technology Acceptance Model (TAM) and Innovation of Diffusion Theory. As a result, a theoretical model in blog adopting situations was proposed. With 686 valid responses, data was analyzed via LISREL. Three results were concluded with adapting blog system, including: (1) Information, Interactivity, Perceived Playfulness, Relative Advantage, Compatibility, Complexity and Observability have the positive influence on Blog adopting attitude. (2) Subject norm, critical mass, and Blog adopting attitude have the positive influence on the intention of Blog usage. (3) Attitude and user-satisfaction have the positive influence on the intention of Blog usage.