以社會認定與沉浸觀點探討部落格使用者之態度與行為

A Study on Blog Users' Attitudes and Behavior from Social Identity and Flow Perspective

隨著網路環境的迅速發展，「部落格」目前已成為最受歡迎的溝通媒介之一，然而，關於影響部落格使用者行為的前置因素，尚未被清楚釐清。本研究由社會認定理論與沉浸理論的觀點出發，調查了287位部落格的使用者，並驗證互動性、享樂性、沉浸狀態、相似性、獨特性、部落格認同對參與行為與部落格忠誠之影響關係。研究結果發現互動性、享樂性會經由沉浸狀態影響參與行為，同時會正向影響部落格認同；此外，相似性，獨特性會經由部落格認同影響部落格忠誠。本研究試圖發展部落格使用者態度與行為影響模式，以提供實務上之建議。

Following the rapid development of internet, ”blogs” have recently become one of the most popular media. However, the antecedents of blog users' behavior weren't identified. The research adopts social identity theory and flow theory, and investigates 287 blog users to verify the influence of interactivity, enjoyment, flow state, similarity, distinctiveness, blog identification on participative behavior and blog loyalty. The results indicate that interactivity and enjoyment will significantly positive affect participative behavior through flow state. Besides, interactivity and enjoyment will significantly positive affect blog identification. Therefore, similarity, distinctiveness will affect blog loyalty through blog identification. This study attempts to build the influence of attitudes on blog users' behavior model to provide some practical suggestions.