社會影響與社群特性對於部落客任務價值及Blog持續使用意圖之影響

An Empirical Study of Social Influence and Community Characteristics Impact Bloggers' Perceived Task Value and Blog Continuous Usage Intention in Blog Context

過去以任務價值為主要理論依據的相關研究中，大部份的研究結果已指出任務價值會影響使用者的滿意度與持續使用意圖，然而卻缺乏從社會影響、生活經驗與社群等社會學的角度，更為宏觀地探討是否有相關的前置變數。此外，鑑於 Blog的社群已經逐步形成一種社會結構，卻仍少有以社會影響層面來探討形成虛擬社群特性的相關研究。再者，相較於過去 Blog研究是以個別 Blog為社群觀點，探討部落客的社群認同對於 Blog使用意圖的影響，本研究的特點是著眼於藉由部落客們在「Blog間」的往來使用與互動行為中，所產生的社群特性觀點，來探討 Blog之社群特性是否能夠影響部落客的任務價值，進而驅動部落客持續使用與經營 Blog的意圖。因此，本研究以 Eccles et al.（1983）所提出的任務價值為核心，結合社會影響與 Blog社群特性等個人社會層面的心理因素，以彌補先前研究結果的缺口，提出一套能夠在 Blog情境下解釋部落客滿意度與持續使用意圖之模式。經由實證分析結果發現，本研究加入的 Blog社會影響與社群特性之因素，能夠有效地解釋部落客任務價值的來源，以及部落客對於使用 Blog的滿意度與持續使用意圖。

In the past studies, most results indicated that "Task Value" will influence users' satisfaction and continuance intention based on Expectancy-Value Theory. However, it lacks to find out other independent variables (including social influence and community characteristics) to examine the mediator (Task Value), as well as, the effects of Bloggers' satisfaction and continuance intent ion in Blog context. In addition, few studies discussed the effects of social influence on Blog community characteristics. Moreover, the distinguishing feature of this study focus on interaction of Blog usage for Bloggers between "Blogs" as community rather than single Blog to investigate whether Blog community characteristics influence Bloggers' task value or not, and further to promote the intention for Blog continuous usage and Blog management for Bloggers. The purpose of this study focuses on investigating user's continue intention. The Model adopted "Task Value" construct which from Expectancy-Value Theory (Eccles et al., 1983) to determine crucial factors which could affect people to continue using Blog. This research tests the relationships among constructs, such as "Perceived Task Value", "Bloggers' Attitude", "Bloggers' Satisfaction" and "Blog Continuous Usage Intention". And further, to review the literature, the study founded that "Social Influence" and "Community Characteristics" are exogenous variable of Task Value. This study proposed a theoretical framework and validated the model on Blog context. This study found that can explain the source of "Task Value" for Bloggers efficiently by adding Blog "Social influence" and "Community Characteristics", as well as can explain "Bloggers' Satisfaction" and "Blog Continuous Usage Intention"