The Study of Blog Usage Behavior- A Case Study of Wretch
碩士 === 國立東華大學 === 企業管理學系 === 95 === The rapid expansion of the online blog community has called for research on the factors determining blog usage behavior. This study is intended to examine why Internet users decide to become bloggers by integrating the Technology Acceptance Model（TAM）（Davis, 1986）...
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| Format: | Others |
| Language: | zh-TW |
| Online Access: | http://ndltd.ncl.edu.tw/handle/91680356892855918650 |
| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 95 === The rapid expansion of the online blog community has called for research on the factors determining blog usage behavior. This study is intended to examine why Internet users decide to become bloggers by integrating the Technology Acceptance Model（TAM）（Davis, 1986）and the research on personality traits such as narcissism and trusting propensity. The research model was empirically tested using survey data collected from Wretch -- one of the most popular blog service providers in Taiwan,. The results of hierarchical regression analyses show that 1) perceived usefulness mediates the relationship between perceived ease of use and intention to become a blogger; 2) the degree of narcissism was positively related to intention to adopt blog; 3) perceived usefulness positively mediates the relationship between trust propensity and intention to adopt blog; 4) perceived ease of use positively mediates the relationship between trust propensity and intention to adopt blog; and 5) trust propensity positively influences intention to adopt blog.
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