臺灣博碩士論文加值系統

本研究旨在探討Blog使用者持續採用行為，以「期望確認理論」(Expectation-Confirmation Theory, ECT)為基礎，並透過整理過去有關Blog之特性、科技採用與資訊系統成功的相關文獻，歸納出影響Blog持續採用之相關因素，藉以提出一套能夠適用於Blog情境之理論模式。在「期望確認理論」相關文獻中，尚未有研究結合「互動性」的觀點來探討系統使用者之持續採用行為，本研究延伸期望確認理論之相關變數，以讓此理論應用在Blog的情境上更臻完整。本研究之對象為台灣地區的Blog使用者，使用期間超過3個月以上並且目前仍繼續採用之使用者為主，經由三階段有效問卷篩選，一共回收739份有效問卷，使用LISREL進行結構方程模式分析資料之結果，均傾向於支持本研究所提出之假說，本研究遂歸納出四項研究發現：1.「確認程度」對「知覺Blog使用特性」與「知覺Blog網站特性」具有正向顯著之影響。2.「知覺Blog品質特性」對「確認程度」與「Blog使用者滿意度」具有正向顯著之影響。3.「確認程度」、「知覺Blog使用特性」與「知覺Blog網站特性」對「Blog使用者滿意度」具有正向顯著之影響。4.「Blog使用者滿意度」對「Blog使用者持續採用意圖」具有正向顯著之影響。最後，根據研究結果提供「Blog服務提供業者」一些有效管理Blog系統營運之實務建議。

In this study, a research is conducted on users continuing use in Blog based on Expectation-Confirmation Theory (ECT). Efforts are made to generalize factors that influence continuing use behavior through the literature review on the topic of characteristics of Blog, information technology adoption, and information systems success. So far, there hasn’t been any research in ECT investigating continuing use in terms of interactivity. Therefore, we extended the variables of ECT to better explain the continuing use of Blog under different context. With users continuing use of Blog for more than 3 months in Taiwan as research subjects, data analysis is conducted via LISREL statistical analysis, with 739 valid questionnaires returned. This study concludes four main results with using Blog system, including: 1. Expectation confirmation has positive effect on the extent of perceived use and perceived characteristics of Blog. 2. Perceived quality of Blog has a positive impact on the expectation confirmation and users’ satisfaction. 3. Extent of expectation confirmation, perceived characteristics of Blog and perceived use of Blog has been evaluated as positive significance on users’ satisfaction. Finally, users’ satisfaction of Blog has positive significance on users’ intention. On the whole, most of hypotheses were supported. Implications are also provided.

摘要 i
ABSTRACT ii
誌 謝 iii
表目錄 vii
圖目錄 viii
壹、 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的與研究問題 5
1.4 研究範圍 7
1.5 研究流程與論文架構 8
貳、 文獻探討 10
2.1 Blog 10
2.1.1 Blog之定義 10
2.1.2 Blog之功能特性 11
2.1.3 Blog之分類與型態 13
2.1.4 Blog相關研究 14
2.2 期望確認理論 15
2.2.1 期望確認理論之基礎概念 15
2.2.2 期望確認理論相關研究之重要構面解釋 17
2.2.3 有關期望確認理論之爭議與批判 22
2.2.4 期望確認理論應用於資訊系統領域相關文獻之彙整 23
2.3 資訊系統品質與滿意度相關之研究 27
2.3.1 資訊系統成功模式 27
2.3.2 資訊品質文獻彙整 28
2.3.3 系統品質文獻彙整 30
2.4 科技採用行為理論相關研究 32
2.5 Blog之互動性與有趣性 35
2.5.1 互動性之探討 35
2.5.2 有趣性之探討 37
參、 研究模型與方法 40
3.1 研究模型 40
3.2 研究假說 46
3.2.1 「確認程度」與「知覺Blog使用特性」之相關假說 46
3.2.2 「確認程度」與「知覺Blog網站特性」之相關假說 47
3.2.3 「確認程度」與「Blog使用者滿意度」之相關假說 48
3.2.4 「知覺Blog使用特性」與「Blog使用者滿意度」之相關假說 49
3.2.5 「知覺Blog網站特性」與「Blog使用者滿意度」之相關假說 50
3.2.6 「知覺Blog品質特性」與「確認程度」之相關假說 51
3.2.7 「知覺Blog品質特性」與「Blog使用者滿意度」之相關假說 51
3.2.8 「Blog使用者滿意度」與「Blog使用者持續採用意圖」之相關假說 53
3.3 變數定義與操作化 55
3.3.1 知覺Blog使用特性 55
3.3.2 知覺Blog網站特性 58
3.3.3 知覺Blog品質特性 60
3.3.4 確認程度 62
3.3.5 Blog使用者滿意度 63
3.2.6 Blog使用者持續採用意圖 64
3.4 研究設計 65
3.4.1 問卷設計 65
3.4.2 前測 67
3.4.3 研究樣本 68
3.4.4 資料蒐集程序 69
3.5 資料分析方法與工具 70
肆、 資料分析與結果 71
4.1 敍述性統計分析 71
4.2 驗證假說與模式 76
4.2.1 測量模式分析 76
4.2.2 結構模式分析 80
4.3 假說驗證結果 86
伍、 結論與建議 89
5.1 研究結論 89
5.2 理論上之貢獻 91
5.3 實務上之建議 93
5.4 研究限制 94
5.5 未來研究方向 95
參考文獻 97
附錄一　國內Blog相關之研究 118
附錄二　期望確認理論應用於資訊系統情境之相關研究 121
附錄三　結合創新特質(相容性)探討科技採用相關文獻彙整表 125
附錄四　本研究正式問卷 127

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