臺灣博碩士論文加值系統

隨著部落格使用人口的增加，部落格在全世界興起普遍熱潮，而他所帶來的影響力也讓國內外許多企業開始重視這股潮流，而紛紛投入資源。因此，探討部落格使用者的動機以及影響使用的態度和行為意圖，是一項重要的研究議題。本研究結合科技接受模式、分享動機與社會影響等觀點，來探討部落格使用態度與行為意圖之相關性。
本研究採用問卷調查的方式，所蒐集資料以SPSS統計分析，研究結果發現︰部落格使用者以女性居多，而且以25歲以下的年輕學生族群為主要的使用對象。多數人每次使用的平均時間為1個小時以下；九成的受訪者每週瀏覽或參與部落格的時間是1~3天；另外五成五的受訪者使用資歷是2年以下。「紀錄生活」、「抒發情感」和「資訊分享」是受訪者參與部落格互動的主要目的；而使用的部落格網站則以無名小站占最多人數，其次是奇摩部落格和MSN Space。
研究結論對於探討的變數中發現部落格的使用態度主要受認知有用性、認知娛樂性、互惠、聲譽等因素影響；而使用意圖則受態度與主觀規範影響。另外信任與關係無法預測部落格使用者的態度，推論主要是使用者普遍不相信網路上資訊品質；目前部落格網站的回饋機制和功能也無法滿足或吸引部落格使用者的使用意圖。建議部落格服務商可以增加網站的評價機制以強化使用者對於資訊內容的信任感；另外亦可增設更多、更有娛樂性的互動功\能以激勵使用者的參與意願。

With the popularity and growth of blog users, blog is well-known in the world. Many domestic or international enterprises started to be aware of the influence power and have put in more resources and investments. To explore the motivation of blog users’ attitudes as well as the behavioral intentions in blogging is an important issue of research. This research used technology acceptance model, also called TAM, sharing motivation and social influence to examine the relationships of user’s attitudes and behavioral intentions.
This study used questionnaires to collect data and implemented statistical analysis by SPSS. The result found blog female user is more than male, the main user is young groups under 25-age student. Most respondents spend less than one hour for every time using blog; 90% of the respondents to participate in the blog 1 ~ 3 days per week. 55% of the respondents have blog using experience less than 2 years. "Online Diary", "Expression of emotion" and "Information sharing" is the main purpose of the respondents participating in the blog. Wretch, blog-hosting service provider, has the most members of blog users, Yahoo is followed by the second, and MSN Space is third.
The research results indicated that perceived of usefulness, perceived of enjoyment, reciprocity and reputation were positively related to attitude toward blogging. On the other hand, subjective norm and attitude toward blogging significantly influenced a blog participant’s intention to continue to use. However trust and relationship can not predict the attitude toward blogging, primarily the Internet users in general do not believe the information quality. The factor of feedback in social influence also can not predict the user’s intention in blogging mainly was because the current blog functions and services can not attract or satisfy users in blogging. Therefore, blog-hosting service providers should continue to improve the evaluation mechanisms to strengthen the information content and quality. In addition, they also need to create more entertaining interactive features to attract more users or encourage users’ intention to continue in blogging.

致謝辭…………………………………………………………………………….I
論文提要................................................................................................................II
中文摘要………………………………………………………………………...III
ABSTRACT……………………………………………………………………..IV
目錄………………………………………………………………………………V
圖目錄…………………………………………………………………………..VII
表目錄………………………………………………………………………….VIII
第一章 緒論………………………………………………………………………1
第一節 研究背景…………………………………………………………........1
第二節 研究目的………………………………………………………………3
第三節 研究流程……………………………………………………………....4
第四節 論文架構………………………………………………………………5
第二章 文獻探討…………………………………………………………………6
第一節 部落格………………………………………………………………....6
第二節 理性行為理論(TRA)…………………………………………………11
第三節 科技接受模式(TAM)………………………………………………...13
第四節 分享動機……………………………………………………………..16
第五節 社會影響因素………………………………………………………..20
第三章 研究方法………………………………………………………………..22
第一節 研究架構與假設……………………………………………………..22
第二節 研究變數與操作性定義……………………………………………..23
第三節 資料蒐集方法………………………………………………………..28
第四節 資料分析方法………………………………………………………..32
第四章 資料分析………………………………………………………………..35
第一節 樣本回收及描述性分析……………………………………………..35
第二節 問卷之信度檢定及效度分析………………………………………..38
第三節 因素分析……………………………………………………………..40
第四節 各變項之間的相關分析……………………………………………..43
第五節 迴歸與路徑分析……………………………………………………..45
第六節 人口統計與各變異數分析…………………………………………..49
第五章 研究結論與建議………………………………………………………..56
第一節 研究結論與發現……………………………………………………..56
第二節 實務上的建議………………………………………………………..64
第三節 研究限制與未來研究建議………..…………………………………65
參考文獻…………………………………………………………………………67
一、中文部份…………………………………………………………………67
二、英文部分…………………………………………………………………67
三、網站部份…………………………………………………………………72
附錄一︰研究問卷……………………………………………………………74

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三、網站部份︰
1. 波士特線上調查顧問公司，「2007年部落格使用調查」，取自
http://www.pollster.com.tw/report/20070720/index.htm
2.李立達，聯合新聞網，2007，取自http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=89839
3.林克寰，2007，妳不能不知道的部落格，Jedi’s BLOG，取自http://jedi.org/blog/archives/003856.html#entry
4.創市際市場研究顧問網，2007，取自http://www.insightxplorer.com/specialtopic/self_blog200710.html
5.資策會，「2008年台灣網友部落格使用行為初探」，取自http://mic.iii.org.tw/intelligence/pressroom/pop_pressfull.asp?sno=502&type1=1
6.e天下網站，2005年7月，伊藤穰一：把部落格「Google」化，取自︰http://www.techvantage.com.tw/content/055/055106.asp
7.e天下網站，2005年4月，Me Media︰個人媒體時代來臨，取自︰http://www.techvantage.com.tw/content/052/052102.asp