The Moderating Effects of the Collegiate Attribution on the Behavioral Intention of using blog

• Main Authors: Mu-Lun Hsu, 徐木龍
• Other Authors: Jih-Shih Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/19332387571363618329

碩士 === 雲林科技大學 === 資訊管理系碩士班 === 99 === Human being has studied more on the behavior of business, but still less on the usage and management of information technology. When people perceived usefulness of system, maybe they use it or not. Why they don’t use it? Or what reason failed their usage? This study will be interested in the relationship of personal attribution with behavioral intention. This study tried personal attribution to explore the change during the period of UTAUT’s usage. We examined moderator effects of collegiate attribution in using blog. After analyzing the surveyed data from the college students, we found the attribution is to be both moderator and mediator effects on changing the behavioral intention of using blog. The main findings are as following: 1. The most of undergraduate were locus of internal causality in using blog. 2. For student with different locus of causality, the attribution shows significant moderating effect on “effort expectancy” and “Social Influence” predicting behavioral intention. 3. For student with different stability, the attribution shows significant moderating effect on “performance expectancy”, “effort expectancy” and “facilitating fonditions” predicting behavioral intention. The results of this study will contribute to the predicting development of acceptance and usage of information system