影響企業部落格瀏覽者行為意向因素之探討

A Study of Factors Impacting Behavioral Intention of Corporate Blog Browsers

欒斌(Pin Luarn) ； 詹博仁(Po-Jen Chan)

《行銷評論》 7卷4期 (2010/12) Pp. 471-495

https://doi.org/10.29931/MR.201012.0003

摘要

Blog在全球掀起一股熱潮，其散播能力幾可與大眾媒體匹敵，許多企業盼透過Blog提高競爭力與優勢。本研究欲探究企業該如何利用Blog對外進行溝通，提升瀏覽者使用企業Blog的行爲意向。
本研究從個人認知行爲、社會影響的主觀規範及Blog系統特性等構面做行爲意向的探討。研究結果發現，瀏覽者不希望企業Blog有太多官方色彩、對其內容與多媒體功能也視爲基本門檻，唯有強調互動與連結性，並透過人氣吸引群眾，方可提高瀏覽者的行爲意向。企業可參考本研究之實務建議，打造符合瀏覽者需求的企業Blog。

關鍵字

部落格 ； 企業部落格 ； 科技接受模型 ； 主觀規範

並列摘要

Blog has triggered off a global fashion, and its dissemination is sufficient to compete with mass media. There are many enterprises attempted to improve competitiveness and advantage through Blog. This study investigated how enterprises improve the browsers' behavioral intention of browsing Corporate Blog by utilizing Blog.
This study investigated how behavioral intention was influenced by Perceived Behavioral, Subjective Norm of Social Influence and Blog System Characteristic. The result appeared that the browsers didn't like the Corporate Blog with a lot of official components, and the content and function was viewed as fundamental. In addition, the browser's behavioral intention would be improved by emphasizing interaction and connection functions, and increasing popularity. Enterprises could build Corporate Blog which met browser's need through the suggestion of this study.

並列關鍵字

blog ； corporate blog ； technology acceptance model ； subjective norm

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