本研究為探討沉浸理論在部落格經營上的應用,針對有經營部落格的部落格消費者,先探討部落格經營者之消費者動機:自我表現(self- expression)、資訊需求(information need)和社會互動(social interactivity),再探討這些消費者動機是否會影響部落格沉浸經驗,而使的經營部落格時有沉浸的心理現象產生。在研究方法上採用統計軟體SPSS12.0做為統計分析的工具,對問卷中各變數做敘述性統計分析,並分析各構面的信度與效度。而為檢測本研究之架構模型,並驗證相關假設,本研究採結構方程模式(SEM)加以分析,所使用的統計軟體為AMOS 5.0來進行SEM分析,AMOS 5.0是以共變數為主的SEM電腦統計軟體,以圖形做介面就可執行SEM分析。最後統計分析的結果,經營部落格的消費者動機可用來預測部落格沉浸經驗,並且發現,自我表現和資訊需求兩動機,確是影響部落格沉浸經驗的消費者動機。
The purpose of this study is to understand the application of managing blog on flow theory, and we focus on those people who manage blog. This article discusses the customers’ motivation such as self expression, information need and social interactivity of those who have blog website. We also discusses that could those customers’ motivations influence the flow experience in blogsphere and cause a flow psychology during managing blog website. This research used SPSS as statistic method to do descriptive analysis, reliability and validity to each conduct. We also use AMOS to execute structure equation model to analysis. The primary findings is the customers’ motivations of managing blog can influence the flow experience in blogosphere. Furthermore, it can be influenced the flow experience in blogosphere by self expression and information need.
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