影響使用者瀏覽部落格意圖之因素

• Main Author: 方欽政
• Other Authors: 夏榕文
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/72213664168822128954

碩士 === 中華大學 === 經營管理研究所 === 97 === When you search "Blog" in Google search engine, the search results of 3,260,000,000 of the astronomical number of words. Microsoft Chairman Bill Gaizi predicted "Blog"will be after E-mail, BBS and the Instant Messenger fourth killer application. the number of blog users and the number of views, is growing at alarming rates, Blog clinical time has come order! In this study, the Chinese blog users in Taiwan as the research object, the main purpose is to understand the impact of the actual use of blog users why the element of intention.Technology Acceptance Model (Davis, 1989), as a major theoretical framework and in accordance with the use of characteristics of blog into an external variable and the " Attitude Toward Using" "trust" to establish the theoretical framework dimensions. Through the questionnaire survey method, to quantify the statistical analysis. In this study, blog, "interactive", "entertaining", "quality content" of consciousness caused by feelings for the TAM external variable number. Further acts of technology-specific letter to accept the concept of " Perceived Usefulness ", " Perceived Ease of Use " and " Attitude Toward Using " combined with "trust", making a total of eight dimensions to explore the impact of tribal ultimate user " Behavioral Intention to Use." Research on quantitative analysis of information Web site design in my3q fill out the questionnaire and payment, recovery, research using SPSS12.0 For Windows statistical analysis software version LISREL8.72. The results confirmed. "Entertainment" and "quality content" will affect the user perception of intent, "confidence" in the "useful consciousness" and "perceived ease of use" play an important role in the impact and further the impact of " Attitude Toward Using " and " Behavioral Intention to Use" According to the results of analysis of user needs, provide reference for network service providers and continues to research and development and improve software quality blog. Understand the nature and use of user behavior, will contribute to the network marketing and blog promotion of services. Key words: Blog, Trust, TAM model,