| 摘要: | 本研究探討的目的係促使顧客持續使用部落格(Blog)服務的態度的主要誘因。由許多理論的觀點集結成一個模型，假設使用者的持續行為。此模型是對部落格使用者使用經驗的廣泛調查。而科技接受模型(Technology Acceptance Model ,TAM)和創新擴散理論(Innovation Diffusion Theory, IDT)為本研究的理論基礎。本研究以結構方程模型(Structure Equation Modeling, SEM)和重要度和滿意度分析(Importance-Performance Analysis, IPA)，分析有使用過部落格的使用者其有效問卷900份，並分析他們認為部落格的功能重要和滿意的地方，並對未來可能重要的部落格功能提出建議。 本研究使用兩個不同的分析方法：結構方程模型和重要度和滿意度分析。顯著的結果包括：(1)部落格的有用性、易用性、可試用性和可觀察性對使用者的態度有正向的影響，而(2)重要度和滿意度的分析，部落格介面平穩、提供多樣化的功能和提供上傳精靈是是落在第一象限，(繼續保持區)。(3)部落格未來功能的重要度和滿意度則是認為間彼此可以分享資源是落在第一象限，(繼續保持區)。根據這些提供的結果來探討和研究。因此本研究最後將針對分析結果，提出建議給實務界和學術界。
This paper 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 Innovation Diffusion Theory (IDT) are the study’s theoretical bases. The study uses Structure Equation Modeling (SEM) and Importance-Performance Analysis (IPA), and analyzes users who have used blogs and the 900 samplings were effectively taken as result. And this thesis also analyzes importance and performance perceived by sampled users in blogs’ functions, and gives some suggestions for blogs’ vital functions in the future. Two different analysis methods are used in this study: SEM and IPA. Salient results include: (1) blog’s usefulness, ease to use, trialability, and observability are positively affecting users’ attitude, (2) Base on Importance-Performance Analysis, if the interface is smooth, and it provides multiplicity and uploading functions belonged to quadrant 1, (keep up the good work), and (3) the most important blogs’ future functions is sharing resources between blogs associated with quadrant 1, (keep up the good work). Implications of these results for practice and research are provided as result. Finally, the result of this study is expected to serve as a useful guideline for Internet service providers and future research. |
