Web2.0的興起,帶動部落格的風潮,部落格「互動、分享與參與」的精神,為網路應用開創了新的趨勢,不但人手一格成為全民部落格運動,也引起嗅覺敏銳的企業開始注意到部落格行銷,並紛紛利用企業部落格(corporate blog)作為一種和目標顧客溝通的管道。根據Davis的科技接受模式、Stover的部落格行銷組合概念,與使用者創新性以建構本研究架構。研究結果顯示:(1)企業部落格之「產品」、「價格」、「行銷通路」正向影響「認知易用性」;(2)企業部落格之「產品」、「價格」、「行銷通路」、「促銷」正向影響「認知有用性」;(3)使用者之「認知易用性」與「認知有用性」對於「使用態度」皆有顯著正向影響;(4)使用者的「認知有用性」、「使用者創新性」及「使用態度」皆對「使用意向」有顯著的正向影響;(5)使用者之「使用意向」對「實際使用」企業部落格呈現顯著正向關係。
Firstly, the development of the Web 2.0 is created a tendency for beings to interact, to share, and to participate information in the blog nowadays. According to the current situation, some of corporations are becoming to value the importance of blog marketing, and apply the corporate blog to communicate with their principal customers. This study discussed on user's behaviors and purposes about using corporate blogs. Framework of this study according to the concepts of ”Technology Acceptance Model”, ”blog marketing mix”, and user's innovative. The regression analysis results outlined below: (1) ”Product”, ”price”, and ”place” of the corporate blogs have positive effected ”perceived ease of use”. (2) ”Product”, ”price”, ”place”, and ”promotion” of the corporate blog have positive effected ”perceived usefulness”. (3) The corporate blog users' ”perceived ease of use” and ”perceived usefulness” is caused significant positive effects from their ”attitude toward behavior”. (4) Blog business users of the ”perceived usefulness”, ”user innovation” and ”attitude toward behavior” on the ”use of intention” are significant positive effects. (5) Users' purposes would be caused a significant positive connect with the actual use of the corporate blog.