英文摘要 |
Blog has profitably created a new Internet market in recent years. However, fewer studies examine the factors that influence user's intention to the adoption of this context. This study applies the technology acceptance model (TAM) that incorporates social capital as additional belief-related constructs to accurately predict the user's intention of Blog. The propose model is empirically evaluated using survey data collected from 353 user about their perceptions of Blog. Overall, the results reveal that perceived useful, perceived ease of use, cognitive dimensions of social capital(share codes and language、share narratives) and relation dimensions of social capital (trust、norms、obligations、identification) and attitude explain about 48.5% of blog use. The results provide further insights into blog marketing strategies. |