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研究生:田懿文
論文名稱:部落格景觀偏好、使用者滿意度與行為意圖關係之研究
論文名稱(外文):A Research On the Relationship Among the Landscape Preference of Blogs, User Satisfaction and Behavioral Intention
指導教授:王怡舜王怡舜引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:資訊管理學系所
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:2010
畢業學年度:98
語文別:中文
論文頁數:107
中文關鍵詞:部落格景觀偏好理論閱讀者滿意度口碑傳播持續意圖抱怨意圖
外文關鍵詞:BlogLandscape Preference TheoryReaders’ satisfactionWord of MouthContinuance IntentionComplaint Intention
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  在部落格數量蓬勃發展的時代,為了要在眾多部落格之中出類拔萃,而發展一個部落格成功模式則為首要之議題。部落格之所以成功,主要須仰賴大量參觀人氣之支持,因此,探討部落格閱讀者之閱讀意圖便是相當重要的一項考量。本研究旨即在探討什麼樣的要素可以影響部落格閱讀者之閱讀意圖,利用景觀偏好理論之四項要素,分別為易讀性、一致性、多樣性與神祕性,探討其對部落格讀者滿意度之影響,並進而探討其口碑傳播、持續閱讀以及抱怨之意圖。
  本研究針對有閱讀部落格經驗之讀者進行問卷之調查,總共蒐集280份有效樣本,以PLS進行研究模型之結構方程模式(SEM)分析,以獲得本研究之結果。資料分析結果發現,景觀偏好之多樣性與神祕性對於部落格閱讀者滿意度皆有正向顯著之影響;部落格閱讀者之滿意度對於其口碑傳播意圖與持續閱讀意圖有正向顯著之影響,而部落格閱讀者之滿意度對於其抱怨意圖有負向顯著之影響。獲得研究結果之後,本研究進一步提出研究結果在學術上以及實務上之建議。
關鍵詞:部落格、景觀偏好理論、閱讀者滿意度、口碑傳播、持續意圖、
抱怨意圖

In the flourishing age of development in the number of blogs, the most important issue in the many outstanding blogs is to develop a successful blog model. The success of
blogs mainly depends upon the support of a great number of viewers; therefore, investigating the reading intention of the blog readers is a rather important consideration. The main purpose of this research is to explore what kinds of elements can influence the reading intention of the blog readers. Based on the four elements of landscape preference
theory, the four elements consist of Legibility, Coherence, Variety, and Mystery, whose influences on blog readers’ satisfaction, their word of mouth, sustaining reading and
complaint intention are explored.
This study conducted a survey on readers who had Blog reading experience by using online questionnaire. A total of 280 validation samples were collected, and they were used
PLS (Partial Least Squares) to process Structural Equation Modeling analysis of the study model, to obtain the result of this study. The result indicated that Variety and Mystery of landscape preference have a positive significant influence on Blog readers’ satisfaction; Blog readers’ satisfaction has a positive significant influence on word of mouth and continuance reading intention; and Blog readers’ satisfaction has a negative significant
influence on complaint intention. After obtaining the result, I make the theoretical and practical suggestion on the research.

keywords: Blog, Landscape Preference Theory, Readers’ satisfaction, Word of Mouth ,Continuance Intention, Complaint Intention
中文摘要 i
英文摘要 ii
誌 謝 iii
目 錄 iv
圖索引 v
表索引 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 9
第一節 部落格 9
第二節 景觀偏好理論 28
第三節 滿意度與行為意圖之相關研究 35
第三章 研究架構與方法 48
第一節 研究架構 48
第二節 研究假說 49
第三節 研究變數定義與測量 54
第四節 問卷設計 57
第五節 資料分析方法 59
第四章 資料分析與討論 63
第一節 前導測試分析 63
第二節 受測者資料分析 66
第三節 信度分析 72
第四節 效度分析 75
第五節 研究模式與假說檢定 80
第五章 研究結果之討論 84
第一節 理論意涵 84
第二節 實務意涵 87
第三節 研究限制 91
第六章 結論 94
參考文獻 96
附錄一 正式問卷 105

圖索引
圖1-1 研究流程圖 8
圖2-1 Wikipedia 對部落格的定義 13
圖2-2 Krishnamurthy 的部落格分類圖 23
圖3-1 研究架構圖 48
圖4-1 本研究模式之PLS 結果 80

表索引
表1-1 Yahoo!奇摩之最Top 10-十大人氣部落客 3
表2-1 部落格定義整理表 11
表2-2 BBS、個人網頁和部落格的差異分析 26
表2-3 2008 年台灣Web 100 總排名中提供部落格服務的網站 27
表2-4 景觀偏好矩陣 30
表2-5 景觀偏好四項特質定義整理 31
表2-6 滿意度定義整理 36
表2-7 滿意度之認知、情感、綜合評價觀點 40
表2-8 行為意圖之測量構面整理 42
表2-9 口碑的定義整理表 43
表2-10 網路口碑傳播類型分析表 44
表2-11 抱怨行為類型 46
表4-1 「抱怨」構面問項之呈現 64
表4-2 本研究樣本之個人基本資料統計表 68
表4-3 本研究人氣部落格排名 71
表4-4 本研究問卷信度分析 73
表4-5 收斂效度分析 76
表4-6 本研究各構面之AVE 值平方根與構面間之相關係數 78
表4-7 交叉負荷量表 79
表4-8 路徑分析結果 81
表4-9 假說檢定之結果 83
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