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研究生:陳嘉奇
研究生(外文):Chia-Chi Chen
論文名稱:Blog社會影響對社群特性、任務價值及其意向之研究
論文名稱(外文):An Empirical Study of Social Influence in Task Value and Intention of Blog
指導教授:許麗玲許麗玲引用關係
指導教授(外文):Li-Ling Hsu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:資訊管理所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:141
中文關鍵詞:持續使用社群特性社會影響任務價值Blog
外文關鍵詞:Community CharacteristicsSocial InfluenceTask ValueBlogContinue Intention
相關次數:
  • 被引用被引用:15
  • 點閱點閱:609
  • 評分評分:
  • 下載下載:210
  • 收藏至我的研究室書目清單書目收藏:4
  本研究主要目的在於探討Blog使用者持續使用之行為,主要以Eccles et al.(1983)所提出的任務價值(Task Value)為核心,來瞭解Blog使用者「持續使用」之因素,探討使用者認知的任務價值對於使用者態度之影響,並進一步的瞭解對於使用者滿意度和持續使用意向之影響情形。另外,本研究整理過去影響使用者信念之相關文獻,歸納出「社會影響」及Blog的「社群特性」作為影響任務價值之外衍變項(Exogenous Variable),提出一套能夠適用Blog情境之理論模式。
  本研究以台灣地區的Blog使用者為研究對象,選擇使用期間超過3個月以上並且目前仍持續經營之Blog使用者為主,經由三階段的問卷篩選,一共回收648份有效問卷,使用LISREL軟體進行結構方程模式(Structural Equation Modeling, SEM)分析資料之結果,均傾向於支持本研究所提出之假說,本研究有以下發現:(1) 「社會影響」對「任務價值」和Blog「社群特性」有正向顯著之影響;(2) Blog「社群特性」對「任務價值」有正向顯著之影響;(3) 使用者認知的「任務價值」對「Blog使用者態度」有正向顯著的影響;(4) 「Blog使用者態度」對「Blog使用者滿意度」與「Blog持續使用意向」有正向顯著之影響。(5) 「Blog使用者滿意度」亦會正向顯著地影響「Blog持續使用意向」。
  The purpose of this study focuses on investigating user’s continue intention. The Model adopted “Task Value” construct which from Expectancy-Value Theory (Eccles et al., 1983) to determine crucial factors which could affect people to continue using Blog. This research tests the relationships among constructs, such as “Perceived Task Value”, “Blog User Attitude”, “Blog User Satisfaction” and “Blog Continue Intention”. And further, to review the literature, the study founded that “Social Influence” and “Community Characteristics” are exogenous variable of Task Value. Base on literature, this study proposed a theoretical framework and validated the model on Blog context.
  This study surveyed 648 of Blog users in Taiwan. These Blog users have been used Blog more than three months, and they have been continuing to use Blog. The research applied Structural Equation Modeling (SEM) with LISREL software to analyze dataset, and the analysis suggests that all hypotheses are supported. These results (1) “Social Influence” will positively affect “Task Value” and Blog “Community Characteristics”, (2) Blog “Community Characteristics” will positively affect “Task Value”, (3)User’s perceptive “Task Value” will positively affect “Blog User Attitude”, (4) “Blog User Attitude” will positively affect “Blog User Satisfaction” and “User Continue Intention”, and (5) “Blog User Satisfaction” will positively affect “User Continue Intention”.
摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
壹、緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的與研究問題 6
1.4 研究範圍 7
1.5 研究流程與論文架構 7
貳、文獻探討 10
2.1 Blog 10
2.1.1 Blog之定義 10
2.1.2 Blog的特性 14
2.1.3 Blog的分類 15
2.1.4 Blog的群聚現象 17
2.1.5 Blog之相關研究 17
2.2 期望價值理論 18
2.2.1 任務價值之相關研究 20
2.3 科技使用行為理論相關研究 22
2.4 社會影響特性 23
2.4.1 社會規範 23
2.4.2 關鍵多數 25
2.5 社群特性 26
2.5.1 人際互動性 27
2.5.2 知覺相似性 28
參、研究模型與方法 31
3.1 研究模型 31
3.2 研究假說 36
3.2.1 「社會影響」與Blog「社群特性」之相關假說 36
3.2.2 「社會影響」與「任務價值」之相關假說 37
3.2.3 Blog「社群特性」與「任務價值」之相關假說 39
3.2.4 「任務價值」與「Blog使用者態度」之相關假說 41
3.2.5 「Blog使用者態度」與「Blog使用者滿意度」之相關假說 42
3.2.6 「Blog使用者態度」與「Blog持續使用意向」之相關假說 43
3.2.7 「Blog使用者滿意度」與「Blog持續使用意向」之相關假說 43
3.3 變數操作化與定義 45
3.3.1 社會影響 45
3.3.2 社群特性 47
3.3.3 任務價值 49
3.3.4 Blog使用者態度 51
3.3.5 Blog使用者滿意度 52
3.3.6 Blog持續使用意向 53
3.4 研究設計 53
3.4.1 研究樣本 53
3.4.2 目標系統 54
3.4.3 資料蒐集程序 54
3.4.4 資料分析方法與工具 54
3.5 問卷設計 56
3.5.1 前測 57
3.5.2 試測 59
肆、資料分析與結果 60
4.1 敍述性統計分析 60
4.2 驗證假說與模式 65
4.2.1 測量模式分析 67
4.2.2 結構模式分析 75
4.3 假說驗證結果 79
伍、結論與建議 81
5.1 研究結論 81
5.2 研究之貢獻 84
5.3 實務上之建議 85
5.4 研究限制 87
5.5 未來研究建議 87
參考文獻 89
附錄一 研究問卷 104
附錄二 國內外Blog相關研究之期刊、論文 110
附錄三 近年任務價值(Task Value)之相關研究 118
附錄四 近年使用科技接受模式(TAM)之研究 123
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