近年來,部落格急速竄紅,目前台灣超過60 %的網路使用者擁有自己的部落格。針對部落格這樣的熱門網路服務,企業如何藉此媒體獲利以求發展?其可能的獲利模式又是什麼?提供部落格服務的網路供應商,廣告的獲利畢竟有限於維持網站的經營,本研究認為透過加值服務獲利,為部落格服務供應商的主要獲利模式。而加值服務如何能夠吸引使用者,讓使用者產生付費的意圖,達到付費的行為?本研究試圖利用探討資訊科技使用動機的相關理論,來了解部落格的功能要提供哪些服務與協助,才能夠讓使用者產生購買加值服務的意圖與行為。 本研究援引「科技接受與使用統合理論(Unified Theory of Acceptance and Use of Technology,UTAUT)」,並根據目前部落格現況與過去有關消費者行為的文獻,將「涉入程度」與「性別」列入研究中思考,發展出研究架構。以「立意抽樣」透過「網路問卷」蒐集資料,使用「結構方程模型」進行量化分析。 研究結果發現,「績效期望」、「社會影響」、「促成條件」對於「購買加值服務意圖」有顯著的影響,而「績效期望」、「促成條件」、「購買加值服務意圖」對於「實際購買加值服務行為」也有顯著的影響。 調節變數部份,社會影響與促成條件對於購買加值服務意圖會受到「涉入程度」的調節干擾,而促成條件對於實際購買加值服務行為也會受到「涉入程度」的調節干擾。「高涉入」的使用者,其社會影響與促成條件對於購買加值服務意圖的效果較「低涉入」的使用者為顯著。而「低涉入」的使用者,其促成條件對於實際購買加值服務行為的效果較「高涉入」的使用者為顯著。績效期望對於實際購買加值服務行為則會受到「性別」的調節干擾。「男性」在績效期望對於實際購買加值服務行為的影響上較「女性」為顯著
Recently there has been a shift in attention from a focus on how to make a profit by developing value-added services. This research attempts to utilize user acceptance literatures to understand what kind of value-added services can make the users produce intention of purchasing. This model has been developed based on a theory called “Unified Theory of Acceptance and Use of Technology”.Therefore, this research try to include involvement and gender to discuss our study by according to the present situation of blog and relevant literatures about purchasing behavior.The method to carry out this study was using a internet questionnaire survey, which included questions to which the participants were expected to respond anonymously. Data were collected using purposive sampling.To address this issue, structure equation modeling method were conducted. The results show that performance expectancy,social influence and facilitating conditions have significant influences on intention. And the results also show that performance expectancy,facilitating conditions and intention have significant influences on usage. The influence of social influence and facilitating conditions on intention are moderated by involovement such that the effect will be stronger for higher involovement. The influence of facilitating conditions on usage are moderated by involovement such that the effect will be stronger for lower involovement. The influence of expectancy,facilitating on usage are moderated by gender such that the effect will be stronger for man.