南華大學機構典藏系統:Item 987654321/6796
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/6796


    题名: An Analysis of the Blog-User' Attitude Employing Structural Equation Modeling Combine TAM and IDT Model
    作者: Ying-Hui Ho;Sheng-Yuan Chang
    关键词: Blog
    Technology Acceptance Model
    Innovation Diffusion Theory
    Structure Equation Modeling
    Importance-Performance Analysis
    日期: 2010-01-01
    上传时间: 2010-12-23 09:47:27 (UTC+8)
    出版者: 南華大學出版與文化事業管理研究所
    摘要: 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 blog users and the 900 samplings were effectively taken as a result. In addition 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 of 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.
    關聯: 文化事業與管理研究
    4期
    显示于类别:[本校期刊] 文化事業與管理研究
    [文化創意事業管理學系] 文化事業與管理研究

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