With the popularity and growth of blog users, blog is well-known in the world. Many domestic or international enterprises started to be aware of the influence power and have put in more resources and investments. To explore the motivation of blog users¡¦ attitudes as well as the behavioral intentions in blogging is an important issue of research. This research used technology acceptance model, also called TAM, sharing motivation and social influence to examine the relationships of user¡¦s attitudes and behavioral intentions.
This study used questionnaires to collect data and implemented statistical analysis by SPSS. The result found blog female user is more than male, the main user is young groups under 25-age student. Most respondents spend less than one hour for every time using blog; 90% of the respondents to participate in the blog 1 ~ 3 days per week. 55% of the respondents have blog using experience less than 2 years. "Online Diary", "Expression of emotion" and "Information sharing" is the main purpose of the respondents participating in the blog. Wretch, blog-hosting service provider, has the most members of blog users, Yahoo is followed by the second, and MSN Space is third.
The research results indicated that perceived of usefulness, perceived of enjoyment, reciprocity and reputation were positively related to attitude toward blogging. On the other hand, subjective norm and attitude toward blogging significantly influenced a blog participant¡¦s intention to continue to use. However trust and relationship can not predict the attitude toward blogging, primarily the Internet users in general do not believe the information quality. The factor of feedback in social influence also can not predict the user¡¦s intention in blogging mainly was because the current blog functions and services can not attract or satisfy users in blogging. Therefore, blog-hosting service providers should continue to improve the evaluation mechanisms to strengthen the information content and quality. In addition, they also need to create more entertaining interactive features to attract more users or encourage users¡¦ intention to continue in blogging.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0721109-103205 |
| Date | 21 July 2009 |
| Creators | Ko, Shu-hui |
| Contributors | Iuan-yuan Lu, Tsuang Kuo, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0721109-103205 |
| Rights | not_available, Copyright information available at source archive |
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