A Study on the Extended Technology Acceptance Model for Blog Usage Behavior 林依潔、包冬意
E-mail: [email protected]
ABSTRACT
In recent years, the rising of blog has brought the internet a new kind of appearance.Blog produces a media-shocking power, gathering huge crowds in the new virtual broadcasting space. The number of bloggers and browsers is growing rapidly. And blog has been forming an unrestrained citizens' media gradually. Different creative kinds of blog marketing and applications have been are developed, generating a great influence to the decision-making behaviors.With aspect to the new developing network media of blog, how a company uses it to acquire an advantage is a key to its future developer, and the position is also worth our attention. By investigating users of blog research probes into the impact of blog marketing on customer behaviors.Based on literature review, this research uses the Technology Acceptance Model as a theoretical from work. Furthermore, based on the characteristic of blog, this research also involve Trust and Perceived Playfulness to its model in order to establish the customers acceptance behaviors of blog marketing. It has also conducted an empirical study consequently research. The results of the empirical research are as follows :
“perceived ease of use”related to “perceived usefulness”、“perceived enjoyment” and “attitude toward using”.
“Perceived enjoyment” related to “attitude toward using” and “behavioral intention to use”. “Perceived usefulness”
related to “attitude toward using”. “Perceived usefulness” did not exhibit direct influence “Behavioral intention to use”.
“Trust” related to “attitude toward using”. “Trust” did not exhibit direct influence “behavioral intention to Use”.
Keywords : Blog marketing ; Technology acceptance model ; Trust ; Perceived enjoyment Table of Contents
頁 次 中文摘要 ．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．．．． vii 表目 錄 ．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目 的．．．．．．．．．．．．．．． 6 第三節 研究範圍．．．．．．．．．．．．．．． 6 第四節 論文架構．．
．．．．．．．．．．．．． 7 第二章 文獻探討．．．．．．．．．．．．．．． 9 第一節 網誌介紹與行銷．．
．．．．．．．．．． 9 第二節 信任．．．．．．．．．．．．．．．．． 24 第三節 認知愉悅性．．．．．．
．．．．．．．． 25 第四節 科技接受模式相關理論．．．．．．．．． 27 第五節 科技接受模式的相關研究．．
．．．．．． 35 第三章 研究方法．．．．．．．．．．．．．．． 40 第一節 研究模式與假說．．．．．．．．
．．．． 40 第二節 變數的操作型定義．．．．．．．．．．． 42 第三節 問卷調查對象與方式．．．．．．．．
．． 44 第四節 衡量問項．．．．．．．．．．．．．．． 45 第五節 資料分析方法．．．．．．．．．．．．．
48 第四章 資料分析．．．．．．．．．．．．．．． 50 第一節 樣本基本資料分析．．．．．．．．．．． 50 第 二節 信效度之檢驗．．．．．．．．．．．．． 57 第三節 結構化方程模式(SEM) ．．．．．．．．． 61 第五章 結論與建議．．．．．．．．．．．．．． 69 第一節 研究結論．．．．．．．．．．．．．．． 69 第二節 研究貢獻與建議．．．．．．．．．．．． 72 第三節 研究限制．．．．．．．．．．．．．．． 73 參考文獻 ．．
．．．．．．．．．．．．．．．．． 74 附錄 研究問卷．．．．．．．．．．．．．．．． 89 REFERENCES
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