臺灣博碩士論文加值系統

近年來，隨著部落格使用的興起，部落格服務提供者之間的競爭愈趨激烈。縱使互動性被視為部落客選擇部落格平台的重要因素，然而，關於線上互動性對於部落客使用部落格的滿意度，以及對於部落格平台之成功因素的分享行為之影響的瞭解卻仍顯不足。此外，不僅互動性會影響使用者的滿意度，神迷也有同樣的效果。因此，本研究旨在探討 (a) 互動性對於滿意度和神迷是否會有正向的影響，(b) 神迷對於滿意度是否會有正向的影響，與(c)使用者滿意度對於分享行為是否會有正向的影響。在此篇研究中，互動性被分為人與系統、人與訊息和人與人之間的三種互動。針對3500位透過無名小站隨機推薦功能所找到的部落客，發出問卷相關的邀請訊息後，共回收699份有效問卷。結果顯示人與人的互動對於神迷的影響最大，同時，人與系統和人與人的互動對於滿意度的影響也較強烈。此外，神迷對於使用部落格時的滿意度影響最大，而分享行為則會受到此滿意度的影響。最後，我們也發現了互動性對於神迷和滿意度的影響會因為性別的不同而有所差異。

Recently, with the growing popularity of blogs, competitions among blog service providers are enormous. Despite interactivity is regarded as an essential factor for bloggers in choosing blogging platforms, little is understood as to the impact of online interactivity on bloggers’ satisfaction towards using blogs and sharing behavior, the key point of a successful blogging platform. Moreover, not only would interactivity induce user satisfaction, but flow experience could do it. Therefore, the present study was conducted to evaluate: (a) whether interactivity positively influences satisfaction and flow experience, (b) whether flow positively influences satisfaction, and (c) whether user satisfaction positively influences sharing behavior. In this study, interactivity was categorized as human-system, human-message and human-human interaction. A survey instrument was distributed to 3500 bloggers selected by the random recommendation function of WRETCH, and a total of 699 usable responses were obtained. The results suggested that human-human interaction had the most significant effect on flow, and satisfaction was much more affected by both human-system and human-human interactions. In addition, flow was the largest predictor of satisfaction while using blogs, and sharing behavior was influenced by satisfaction. Finally, a significant gender variation was found for the effects of interactivity on flow and satisfaction. Implications for blog website designers are discussed.

Chapter I Introduction ..................................... 1
Chapter II Literature Review ............................... 5
2.1 Flow theory and the importance of flow.................. 5
2.2 Interactivity .......................................... 6
2.3 Gender ................................................. 8
Chapter III Research Model and Hypotheses ..................11
3.1 Satisfaction and sharing behavior ......................11
3.2 Interactivity, satisfaction and flow....................12
3.3 Flow and satisfaction...................................14
3.4 Gender .................................................15
Chapter IV Research Method .................................17
4.1 Measurement instruments ................................17
4.2 Pre-test and pilot test ................................18
4.3 Data collection and demographics .......................18
Chapter V Data Analysis and Results ........................22
5.1 Measurement model assessment ...........................22
5.2 Structural model assessment ............................25
Chapter VI Discussions and Implications.....................29
Chapter VII Limitations ....................................34
Reference...................................................35
Appendix A..................................................47
Appendix B..................................................48
Appendix C .................................................51

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