| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 96 === The progress and development of web-based media technology have driven the change of living customs and habits. In recent years, the concept of Web 2.0 which emphasizes user-centered has became a popular and uncontrolled trend. The marked Video Blog (Vlog) with a rapid development is the Internet application service of Web 2.0. This novel trend allows everyone having opportunities to express oneself to the worldwide at the new stage of Vlog through the Internet. This is a major breakthrough of mass communication media.
According to previous researches, a mental state called flow has been applied in the field of Internet studies to investigate and understand the behaviors of users. This study, therefore, based on the model created by Wang et al. (2007) developed the model of flow and patronage intention. We conducted a questionnaire survey targeting at the Vlog users, and collected samples by the method of convenience sampling. We also demonstrated the theoretical model by Structural Equation Modeling to explore how the individual user’s state of flow during the time of using Vlog will affect their hedonic value, utilitarian value and patronage intention.
The results suggest that the more a user get into the flow state, the higher the user’s perception of hedonic value and utilitarian value will be. In addition, both of the hedonic and utilitarian values a user perceived will influence the degree of his/her patronage intention; and the utilitarian value will influence the patronage intention through the hedonic value. However, for those Vlog users who have published videos, the results show flow has no significant impact on their hedonic value. It is hoped that the result of this paper will provide the enterprises which offer Vlog-based services and are about to introduce web2.0 application services some assistance in theory and practice.
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