臺灣博碩士論文加值系統

近年來隨著網際網路的快速發展，網路上出現了許多資訊服務，而部落格是繼e-mail、BBS 和MSN 後，網路現今出現最新的交流方式，逐漸成為企業與消費者的溝通的主要媒介之一。因此，本研究以台灣地區部落格使用者為對象，將以修正後的技術接受模型（TAM）來探討部落格使用者的使用行為。此外，本研究將以最適刺激水準（OSL）做為本研究的干擾變數，將使用者進行區隔，以進一步探究不同OSL 程度的使用者，其部落格的使用行為是否會有所差異。為
實證本研究的觀念架構，本研究採用結構方程模式（structural equation modeling,SEM）來進行分析，而主要研究發現描述如下：

一、使用部落格的有關知覺（相對利益、容易使用、溝通性與相容
性）是會正向影響部落格使用者的使用意圖。
二、使用部落格的有關知覺是會影響部落格使用者的有用性知覺（對
生涯的發展），進而影響其使用意圖。
三、不同最適刺激水準（OSL）的使用者，在部落格的使用行為是會
有不同。對高OSL 的使用者而言，部落格有關知覺中的容易使用
與溝通性會直接正向影響使用部落格的使用意圖；而對低OSL 的
使用者而言，有兩條路徑會影響到使用者的使用意圖，分別為溝
通性與相對利益兩知覺，其中溝通性知覺則是直接影響使用者的
使用意圖，而部落格的相對利益知覺，唯有透過提升生涯發展的
知覺，才會影響其使用部落格的意圖。

As the Internet grows rapidly in these years, there are a lot of information services on the internet. Nowadays, Blog is the popular way to communicate on the Internet after the prevalence of BBS ,e-mail and MSN. Therefore, the study attempts to use the revised TAM Model (Technology Acceptance Model) to explain Taiwanese Bloggers’
using behavior. Moreover, we applies the OSL(Optimum Stimulation Level) as a moderator and tries to find out the differences between the cluster of high and low OSL. To confirm this research, we analyze the survey samples by structural equation modeling. The major findings of this study are as follows:

1. Blog users’ relational perception (Relative Advantage, Communication Ability,Compatibility) will positively influence Blog users’ intention to use.
2. Relational perception toward blog will influence blog users’ perceived usefulness,and will further influence their intention to use.
3. Blog users with different level of OSL have diverse using behavior. To users with high OSL, blog’s ease to use and communication ability will directly affect bloggers’ intention to use positively. As for users with low OSL, communication ability and relative advantage of the blog will influence bloggers’ intention to use.

目 錄
目錄 ………………………………………………………… I
表目錄 …………………………………………………………… III
圖目錄 …………………………………………………………… V
第一章 緒論 ………………………………………………… 1
第一節 研究背景 ……………………………………………… 1
第二節 研究動機 ……………………………………………… 4
第三節 研究目的 ……………………………………………… 6
第四節 研究範圍與對象 ……………………………………… 7
第五節 研究流程 ……………………………………………… 7
第二章 文獻探討 ……………………………………………… 9

第一節 部落格的定義與發展 ………………………………… 9
第二節 技術接受模式與相關模式回顧 ……………………… 17
第三節 最適刺激水準 ………………………………………… 26
第三章 研究設計 ……………………………………………… 34
第一節 觀念架構 ……………………………………………… 34
第二節 研究假說 ……………………………………………… 35
第三節 研究變數之定義與衡量 ……………………………… 40
第四節 研究設計與抽樣方法 ………………………………… 46
第五節 資料分析方法 ………………………………………… 47
第四章 資料分析與結果 ……………………………………… 49
第一節 敘述性統計 …………………………………………… 49
第二節 信度分析 ……………………………………………… 52
第三節 結構方程模式分析 …………………………………… 53
第四節 投入樣本之高、低OSL群特徵分析…………………… 62
第五節 不同OSL群之結構方程模式分析 …………………… 66
第五章 結論 ………………………………………………… 75
第一節 研究結論 ……………………………………………… 75
第二節 研究發現 ……………………………………………… 78
第三節 研究限制與未來研究建議 …………………………… 81
參考文獻…………………………………………………………… 82
附錄一 研究問卷 ………………………………………………… 87

表目錄
表1-1 部落格發展趨勢 ……………………………………… 3
表2-1 部落格定義之彙整 …………………………………… 10
表2-2 部落格特性之彙整 …………………………………… 11
表2-3 整理各大部落格，依流量順序排列………………… 15
表2-4 整理TRA、TPB與TAM之比較…………………………… 22
表2-5 最適刺激水準定義與內容之彙整 …………………… 26
表2-6 最適刺激水準衡量工具之彙整 ……………………… 27
表2-7 個人特質─無法忍受模糊性，內容之彙整………… 29
表2-8 個人特質─僵固性，內容之彙整…………………… 30
表2-9 個人特質─開放性，內容之彙整…………………… 30
表2-10 最適刺激水準與探索性行為之彙整 ………………… 32
表3-1 相對利益知覺之變數定義與衡量 …………………… 40
表3-2 容易使用知覺之變數定義與衡量 …………………… 41
表3-3 溝通性知覺之變數定義與衡量 ……………………… 41
表3-4 相容性知覺之變數定義與衡量 ……………………… 42
表3-5 對工作績效知覺之變數定義與衡量 ………………… 43
表3-6 對生涯發展知覺之變數定義與衡量 ………………… 43
表3-7 使用意圖之變數定義與衡量 ………………………… 44
表3-8 最適刺激水準之變數定義與衡量 …………………… 45
表3-9 整體模式配適度判斷指標 …………………………… 47
表4-1 部落格使用者之個人基本資料表 …………………… 49
表4-2 整體部落格使用者之實際使用行為表 ……………… 50
表4-3 構面之衡量變數與信度 ……………………………… 52
表4-4 結構方程模式之參數說明 …………………………… 55
表4-5 整體模式之配適度評估 ……………………………… 56
表4-6 衡量模式之評估 ……………………………………… 58
表4-7 整體之研究假說驗證結果 …………………………… 59
表4-8 投入樣本的OSL群分佈表 …………………………… 62
表4-9 高、低OSL之獨立T檢定摘要表 ……………………… 62
表4-10 高、低OSL群對分類性反應變量之卡方檢定 ……… 63
表4-11 高、低OSL群之實際使用行為表 …………………… 64
表4-12 高OSL整體模式之配適度評估 ……………………… 66
表4-13 高OSL群之研究假說驗證結果 ……………………… 67
表4-14 低OSL整體模式之配適度評估 ……………………… 70
表4-15 低OSL群之研究假說驗證結果 ……………………… 71

圖目錄
圖1-1 ARO網路測量到達率…………………………………… 3
圖1-2 本研究之研究流程 …………………………………… 8
圖2-1 合理化行為理論模型（TRA）………………………… 18
圖2-2 計畫行為理論（TPB）………………………………… 19
圖2-3 技術接受模式（TAM）………………………………… 21
圖3-1 本研究之觀念架構 …………………………………… 34
圖4-1 本研究整體模式之線性結構關係圖 ………………… 54
圖4-2 整體模式結構關係路徑分析圖 ……………………… 61
圖4-3 高OSL群之結構關係路徑分析圖 …………………… 69
圖4-4 低OSL群之結構關係路徑分析圖 …………………… 73

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