A Study of Influence Blog Users’ Willingness to Pay:An Example of Wretch.

• Main Authors: Pei-yu Liao, 廖珮妤
• Other Authors: Cheng-chung Cheng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/73496673732859730832

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 96 === The purpose of this study is to inquire into the Blog users’ Functional Requirements, Benefits of Leisure, Using Motivation and Willingness to Pay the current situation and its causality. This research is to focus on Blog users in the Wretch by using Purposive Sampling, and carry on a network questionnaire. This research collects a valid questionnaire total 391. The results of this research are as follows： 1)Substantially, mostly Blog users’ degree of experience to Functional Requirements, Benefits of Leisure, Using Motivation and Willingness to Pay between no opinion and agree, that is on degree, demonstrated it still had the space for improvement. 2)Regarding the Functional Requirements, Blog users had positive attitude, and thought majority of Blog’s function can meet their requirements, in which the satisfaction of “functional” to be the highest. 3)After using the Blog, Blog users thought can get positive benefits that display use Blog can really get good Benefits of Leisure, in which the degree of “Benefits of Psychology” is the highest. 4)Most Blog users have positive motivation to use Blog, “entertainment” of using motivation is the highest, display Blog users pay more attention to Blog’s entertainment nature. 5)Blog users have positive will for Willingness to Pay, the most important is “service function”. 6)Blog users from different backgrounds have different understanding in Functional Requirements, Benefits of Leisure, Using Motivation and Willingness to Pay. 7)Functional Requirement and Benefits of Leisure have positive effects on Using Motivation, namely users are satisfied with function and get higher Benefits of Leisure that users’ Using Motivation will be higher. Using Motivation also has positive effects on Willingness to Pay, namely Using Motivation higher, Willingness to pay higher, too. According to this research, some constructive suggestions to Blog industry and future studies are offered. This study can helps Blog industry to better understand users’ requirement and get which benefits by use Blog, as well as why users use Blog and to be willing pay for it. It let Blog industry can improvement from consumer’s point of view, that this leisure activities just can keep on existence. 【Keywords】Blog, Functional Requirement, Benefits of Leisure, Using Motivation, Willingness to Pay