- 學位論文
部落格資訊對使用者使用意願之跨層次研究-以部落格特性與分享動機為干擾變數
A Cross-level Research of Blog Information on Blog User Intention- Blog Characteristic and Sharing Motivation as Moderating Variables
摘要
由於部落格蓬勃發展，部落客於個人經營的部落格分享文章，其內容豐富真實，吸引不少忠實使用者觀看獲取資訊。本研究係探討部落客於所經營的部落格上分享資訊，而對其部落格使用者使用意願之行為。回顧過去部落格之文獻，只偏重單一使用者端或部落客之研究，本研究以跨層次蒐集37個部落客的分享動機及部落格特性，探討380位部落格使用者的心理因素(信任與涉入)與部落格認知(認知娛樂與認知有用)對使用意願影響的干擾效果。本研究利用HLM(Hierarchical Linear Modeling)進行統計分析，研究結果顯示使用者的心理因素及認知因素對其部落格的使用意願具有顯著的正向關係。而部落客的部落格特性越強及分享動機越高，對於其部落格使用者之心理因素及認知因素之間的正向關係越強，顯示其干擾效果存在。
並列摘要
As the blog is getting popular, more and more bloggers share their versatile and factual articles or information on the blog with others. There are quite a few faithful browsers attracted to watch and get information from those blogs. This research is to explore the blog user behavior of willingness to browse a blog run by a blogger for information sharing. In prior studies regarding blog, only single blogger or user was the subject for study. But this research collected sharing motivation and blog characteristics from 37 different cross-level bloggers, and analyzed how the psychological dimensions (trust and involvement) and blog cognitive (perceived playfulness and perceived usefulness) interfere the browsing willingness of 380 blog users. The HLM statistical analysis has been used in this research. The results showed the psychological factors and cognitive factors of blog users have a significant positive relationship with their browsing willingness. If the blogger’s blog has stronger blog characteristic and higher sharing motivation for the blog visitors, this positive relationship will be also stronger in terms of psychological factors and cognitive factors. Therefore, the interference effect exists apparently.
參考文獻
延伸閱讀
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