部落格是近年來重要的網路服務選項之一，對於部落格平台的經營者而言，如何吸引更多的消費者來使用自身的部落格服務，便是一個很重要的研究課題。本文結合科技接受模型以及計畫行為理論，研發出影響消費者選擇部落格行為意向的研究模型。 本研究發現影響讀者選擇部落格行為意向主要的因素為知覺有用性，本論文也進一步分析結構方程模型中，各變數影響行為意向的直接效果與間接效果。本文同時也經由重要度-績效分析法，分析部落格平台經營業者的競爭優勢、優先改善項目以及過度投資的網路服務，以提供部落格經營業者制訂行銷策略的參考依據。 Blogs is the most popular top websites service in the recent years. How to attract more user to use their blog service is an important research issue for blog manager. This study examines key motivators for consumers’ attitude towards continuing the reception of existing blog services. Multiple theoretical perspectives are synthesized to hypothetically construct a model of continuance behavior, which is then empirically tested using a field survey of online blog users, and Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) are the study’s theoretical bases. The study uses Structure Equation Modeling (SEM) to analyze users who have used blogs. The results indicated the blog’s usefulness, ease to use, attitude, and subjective norm are positively affecting users’ behavior intention. From the research, we can explore what kind of factors can influence blog choice behavior intention via structural equation model. Secondly, the IPA was used to analyze what is the important e-service quality for manager. The results obtained in this study can be used to improve the e-book service quality for publishing circles and development more effective management strategies.
