An Empirical Study of Adopting Satisfaction and Intention in Blog Context

• Main Authors: Shian-Jeng Wu, 吳憲政
• Other Authors: Li-Ling Hsu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/35596751150779810040

碩士 === 國立高雄第一科技大學 === 資訊管理所 === 95 === In this study, a research is conducted on users accepted Blog which impact the user-satisfaction and behavior intention based on Technology Acceptance Model(TAM). Efforts are made to generalize factors that influence accepted behavior through the literature reviews on the topic of social influence, web sites’ characteristics, Web2.0, and Diffusion of Innovation. So far, Blog hasn’t been any research in TAM investigating accepted in term of diffusion of innovation. Therefore, we extend the variables of TAM to better explain the accepted of Blog under there layers(Personal, Group, and Overall). With users had Blog in Taiwan as research subjects, data analysis is conducted via LISREL statistical analysis, with 686 valid questionnaires returned. This study concludes three main results with using Blog system, including: 1. Information, Interactivity, Perceived Playfulness, Relative Advantage, Compatibility, Complexity and Observability have the positive influence on adopting the attitude of Blog. 2. Subject norm, critical mass, attitude of adopting Blog have the positive influence on adopting the intention of Blog. 3. Attitude and user-satisfaction have the positive influence on intention of adopting Blog.