A Cross-level Research of Blog Information on Blog User Intention- Blog Characteristic and Sharing Motivation as Moderating Variables

• Main Authors: Der-Ru Chang, 張德如
• Other Authors: YI-Fen Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/35413910400281730578

碩士 === 中原大學 === 國際經營與貿易研究所 === 100 === As the blog is getting popular, more and more bloggers share their versatile and factual articles or information on the blog with others. There are quite a few faithful browsers attracted to watch and get information from those blogs. This research is to explore the blog user behavior of willingness to browse a blog run by a blogger for information sharing. In prior studies regarding blog, only single blogger or user was the subject for study. But this research collected sharing motivation and blog characteristics from 37 different cross-level bloggers, and analyzed how the psychological dimensions (trust and involvement) and blog cognitive (perceived playfulness and perceived usefulness) interfere the browsing willingness of 380 blog users. The HLM statistical analysis has been used in this research. The results showed the psychological factors and cognitive factors of blog users have a significant positive relationship with their browsing willingness. If the blogger’s blog has stronger blog characteristic and higher sharing motivation for the blog visitors, this positive relationship will be also stronger in terms of psychological factors and cognitive factors. Therefore, the interference effect exists apparently.