推薦型部落格之資訊品質、易瞭解性以及易尋找性對使用者的持續使用意圖之影響—以美食部落格為例—

The Effect of Information Quality, Ease of understanding and Ease of Finding on Use’s Intention to Continuously Use a Recommended-blog - A Case of Cate Blog.

劉惠雯(Hui-Wen Liu)

指導教授 ： 吳肇銘

中原大學/商學院/資訊管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000521

摘要

在WEB 2.0時代的帶動下，互動型的網站更受到使用者的喜愛，其中又以部落格最受矚目。根據創市際市場 (2009)調查，使用者在網際網路的活動有六成是在瀏覽部落格，而有超過八成以上的使用者會透過網路搜尋生活相關資訊。此外，亦隨著國人生活品質逐漸提升，對於美食、旅遊等相關議題之需求也因應產生，網路上就出現許多版主紛紛借由部落格平台以推薦相關的美食資訊來滿足消費者的需求，顯見使用者對於部落格的依賴亦日益增加。為了因應龐大的部落格需求，使得許多部落格服務供應者 (BSP) 亦就紛紛出現，讓部落格市場之經營競爭愈演愈烈。本研究則希望驗證部落格的資訊品質、容易瞭解的程度及容易尋找的程度等因素，是否為使用者持續使用推薦型部落格的重要影響因素，以協助部落格提供商以及版主，發現影響使用者持續回訪部落格的因素。
　　本研究以美食部落格為研究標的，採用調查研究法，並透過網路問卷的方式蒐集資料，共取得212份有效樣本進行分析，以結構方程模型為分析方法，並選用Visual PLS 1.04軟體，進行各構念之間的路徑分析，以驗證各構念之間的關係結果與假說是否成立。
　　研究結果發現，除了推薦型部落格的「易尋找性」對於使用者「滿意度」的直接影響不顯著外，其餘的假說均成立，如下：使用者對於推薦型部落格的「持續使用意圖」會受到使用者「滿意度」以及「認知有用性」之正向影響；而使用者對於推薦型部落格之「認知有用性」會受到「確認」以及「認知易用性」之正向影響；至於使用者對於推薦型部落格之「滿意度」，則是會受到使用者對於推薦型部落格之「認知有用性」、「認知易用性」、「確認」、「資訊品質」以及「易瞭解性」之正向影響；最後，推薦型部落格之「資訊品質」、「易瞭解性」以及「易尋找性」皆會經由「確認」對「滿意度」產生正向影響。

關鍵字

期望確認理論 ； 科技接受模型 ； 資訊系統成功模型 ； 推薦型部落格

並列摘要

Given the development of the Web 2.0, internet-users prefer those interactive websites, especially the Blog. According to the report by InsightXplorer (2009), the internet-users usually spend 60% of their time browsing blogs on their activations of Internet; more than 80% users search for living information through the Internet. In addition, people are paying more attention to how to improve the quality of living nowadays, as a result, information about food and tourism related is internet-users eager for. That is the reason why many bloggers use the blogging platform to recommend food-related information. No doubt the trend of using blogs is increasing. To meet the huge bloggers’ demand, blog service providers (BSP) provide a variety of services as possible as they can. Owing to every BSP wants to have a place in the blogging business market, the market tend to become competitively intensive. For the sake of providing suggestion to the BSP and bloggers, this study hopes to verify the factors such as blog's information quality, easy to understand and easy to find the extent that influence the users’ decision to continue using the blogs.
This study chooses the food blogs as research objective and adopts Survey Research Method. Through the online questionnaire, there are total of 212 valid samples. In order to verify the relationship between the constructs of the results and hypotheses, this study invite structural equation model (SEM) as analysis methodology, using the software of Visual PLS 1.04 to analyze the path between the constructs.
　　In addition to recommended-blog’s "easy of finding" of the user "satisfaction", the results of this study support the rest of the hypotheses. Following are those hypothesis: users’ satisfaction and perceived usefulness have positive effects on users “continuance intention”; users’ perceived usefulness has a positive relation with “confirmation" and "perceived ease of use"; users’ satisfaction is positively affected by "perceived usefulness", "perceived ease of use", "confirmation", "information quality" and "easy of understanding"; finally, the "information quality", "easy of understanding" and "easy of finding" of the recommended-blog will play a positive role on "satisfaction" through "confirmation".

並列關鍵字

Technology Acceptance Model ； Information System Success Model ； Recommended-blog ； Expectation Confirmation Theory

參考文獻

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