Factors influencing the Intended Browse of Weblogs

• Main Authors: Chia-yu Chang, 張家瑜
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/52782832953950068359

碩士 === 國立中正大學 === 資訊管理所 === 95 === Aesthetics of weblog appearance can meet the demand of users will affect user’s perception of a Web site, and will be the crucial factor for the users to assess if the Weblog is playfulness, pleasing atmosphere, and then to influence their intention to browse the weblog. It is assumed that when an experienced weblog user is satisfied with the value derived from accomplishing some pre-determined instrumental purpose (including purpose value and entertainment value), he or she may from a habit of browsing the weblog. This study will attempt to combine four viewpoints of perceived attractiveness, perceived playfulness, value perceptions (entertainment value, purposive value), social norms (social norms, critical mass), on browsing a weblog, and to conduct an empirical analysis to understand which factors will affect the user’s intended browse of a weblog. Furthermore, by perceived attractiveness, entertainment value, purposive value, social norms, critical mass, as external variables, their effects on perceived playfulness and attitude will be explored. Data were obtained through internet survey. A total of 259 useful responses were retrieved. The study used structural equation modeling to analyze the samples. The findings of this paper are as follows: 1. Perceived playfulness, attitude, social norms, critical mass, have positively effect on the intended browse of a weblog. 2. Visual attractiveness has effect on perceived playfulness and it indirectly impacts the intended browse of a weblog. 3. Perceived playfulness,entertainment value, purposive value have positively effect on attitude, and they indirectly impacts the intended browse of a weblog. 4. For experienced weblog users, perveived playfulness affects behavioral intention more than social influences(social norms, critical mass).