User acceptance of mobile blog

• Main Authors: Chia-Hao Chang , 張家豪
• Other Authors: 沈培輝
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/19669676527493560666

碩士 === 國立中興大學 === 電子商務研究所 === 97 === Mobile blogging is a novel form of blogging in which users upload blog contents to the web via mobile devices. Although mobile blogging has been popularly used in many countries, such as Japan and America, its utilization rate in Taiwan is still low. In such case research on the acceptance of this new technology in Taiwan and the impact on marketing strategy is inevitable. In past two decades, numerous theories and models in regard to technology acceptance have been developed. In this research, we apply three of them, namely Technology Acceptance Model (TAM), Combined TAM and Theory of Planned Behavior (C-TAM-TPB) and Revised Technology Acceptance Model (RTAM). Subsequently, eleven hypotheses explaining the user acceptance (behavior intention and action use) of mobile blogging are postulated and validated by conducting research based on questionnaires during March to May of 2009. All subjects are the mobile blog users in Taiwan. The total number of respondents is 384, of which 351 are effective. By statistical analysis, all three models show GFI higher than 0.8 which indicate their high degree of adaptability. However, only eight (out of eleven) hypotheses are significant. (1) More positive the perceived ease of use, the more positive the perceived usefulness is. (2) More positive the perceived ease of use, the more positive the attitude toward use is. (3) More positive the perceived usefulness, the more positive the attitude toward use is. (4) More positive the attitude toward use, the more positive the behavioral intention is. (5) More positive the behavioral intention, the more positive the action behavior is. (6) More positive the attitude toward use, the more positive the action behavioral is. (7) More positive the subjective norm, the more positive the behavioral intention is. (8) More positive the perceived behavioral control, the more positive the behavioral intention is. To validate the insignificancy of other three hypotheses, we revised the TAM, C-TAM-TPB and RTAM by excluding these hypotheses and found slightly increase in the GFIs. Thus reconfirm that perceived usefulness does not have any impact on either behavior intention or action use. Perceived control behavior does not have impact on the action use. From an informal interview of a few experienced mobile bloggers, we have also found that social impact is actually one important factor influencing the behavior intention, which re-iterates the results analyzed from the questionnaires collected. Concluding from these analysis results, it is suggested that (1) coupon or cash rebate for active mobile bloggers, (2) bundling mobile blogs with other entertainment services should be two strategies that service providers should take into account to increase the users’ attitude towards using mobile blog. Service providers should improve their mobile blog interface by adding more instructive manual for new bloggers and new functions, and even a forum for bloggers to exchange their opinions in the usability of the interface. Thus could improve the perceived ease of use and the usefulness of their blogging services. Besides, service providers should develop online platform for these communities to spread out the advantages of using mobile blog and thus enrich the knowledge of a mobile blogger on mobile blog. In the end, a large group of mobile bloggers could be maintained. This research can facilitate Taiwan’s companies, which provide mobile blogging services and related business, to adjust their corporate strategies and tactics for customer-oriented mobile blogging services