影音網路科技的進步與發達,帶動了人類生活習慣的改變。近年來,強調以使用者為出發點的Web2.0概念成為一股無可抵擋的熱潮。相當受到矚目且快速成長的影音部落格(Vlog)即是Web2.0的網路應用服務。此種新的趨勢,讓人人有機會藉由影音部落格(Vlog)的新舞台,透過網路向全世界發聲,這是傳播媒體的一大突破。 根據過去研究,已有將沉浸(Flow)的心理狀態應用於網際網路上,以了解使用者的行為。因此,本研究依過去文獻成果,以Wang et al.(2007)之模型為基礎,發展沉浸與惠顧意圖模型,以影音部落格使用者為問卷發放對象,採用便利抽樣法來蒐集樣本,並以結構方程模式來驗證理論模型,以探討個體使用影音部落格之沉浸狀態對享樂價值、功利價值及惠顧意圖之影響。 研究結果發現,當使用者「沉浸」的程度越高,將可提高使用者知覺的「功利價值」與「享樂價值」程度。此外,使用者知覺的「享樂價值」與「功利價值」將會影響到「惠顧意圖」程度;而「功利價值」將會透過「享樂價值」而影響「惠顧意圖」。但對於曾發佈過影片之影音部落格使用者,結果顯示「沉浸」對使用者知覺的「享樂價值」影響並不顯著。本研究之結果,期望對提供影音部落格(Vlog)概念服務以及欲導入web2.0應用服務的企業,有理論與實務上的助益。
The progress and development of web-based media technology have driven the change of living customs and habits. In recent years, the concept of Web 2.0 which emphasizes user-centered has became a popular and uncontrolled trend. The marked Video Blog (Vlog) with a rapid development is the Internet application service of Web 2.0. This novel trend allows everyone having opportunities to express oneself to the worldwide at the new stage of Vlog through the Internet. This is a major breakthrough of mass communication media. According to previous researches, a mental state called flow has been applied in the field of Internet studies to investigate and understand the behaviors of users. This study, therefore, based on the model created by Wang et al. (2007) developed the model of flow and patronage intention. We conducted a questionnaire survey targeting at the Vlog users, and collected samples by the method of convenience sampling. We also demonstrated the theoretical model by Structural Equation Modeling to explore how the individual user’s state of flow during the time of using Vlog will affect their hedonic value, utilitarian value and patronage intention. The results suggest that the more a user get into the flow state, the higher the user’s perception of hedonic value and utilitarian value will be. In addition, both of the hedonic and utilitarian values a user perceived will influence the degree of his/her patronage intention; and the utilitarian value will influence the patronage intention through the hedonic value. However, for those Vlog users who have published videos, the results show flow has no significant impact on their hedonic value. It is hoped that the result of this paper will provide the enterprises which offer Vlog-based services and are about to introduce web2.0 application services some assistance in theory and practice.