部落格是目前消費者最常使用的網路平台之一,但是過去使用部落格主要是以個人記載日記及分享訊息為主。然而,利用部落格進行網路銷售已開始蓬勃發展。但在過去部落格的研究議題當中,顯少對於個人建置部落格來從事網路銷售行為意願進行探討。 因此,本研究以整合科技接受模式(UTAUT)為依據,並加入「知覺愉悅」之構面來分析以部落格進行網路銷售的行為意願。根據調查,部落格使用對象主要以年輕人居多,因此本研究以大學生為抽樣對象。 研究結果顯示,整合科技接受模式中「績效期望」、「努力期望」、「社會影響」以及「知覺愉悅」都對建置部落格進行網路銷售行為意願具有顯著正向影響。但其中「知覺愉悅」解釋力高於整合科技接受模式的三個構面。這說明部落格不能以一種資訊系統來解讀,而是一種能夠帶給建置者及瀏覽者一個愉悅感受的網路環境。最後本研究依據實證結果提出建議,以提供網路銷售人員之參考。
Blog is one of the most common web platforms that consumers often use presently. In the past years, they used blog for writing diary and sharing message. Nowadays, people use blog to do web-sale become popular. In the former study, fewer researchers investigate the issues of invention of building blog to do web-sale. Hence, this study bases on unified theory of acceptance and use of technology (UTAUT) and extends the “perceived enjoyment” construct in the invention of blog to do web-sale. According to the investigations, the most popularity of blog users is young people. Thus four hundred college students were sampled as subjects. This study result shows that there are positive relationships between “performance expectancy”, “effort expectancy”, “social influence” and “perceived enjoyment” in building blog invention. “Perceived enjoyment” impacts more effect than the other three UTAUT constructs on intention of blog web-sale, that means blog could not be only read as an information system. But more importantly, blog is a kind of network environment of enjoyment feeling for builder and reader. Finally, this study provides suggestions and reference for web-salespersons.