Blog體驗價值對使用者持續使用意向之研究

An Empirical Study of User's Experiential Value Impact User's Continuance Intention in Blog Context

許麗玲(Li-Ling Hsu) ； 徐村和(Tsuen-Ho Hsu) ； 唐嘉偉(Jia-Wei Tang) ； 梁智勇(Chin-Yung Liang)

《資訊管理學報》 17卷4期 (2010/10) Pp. 89-117

https://doi.org/10.6382/JIM.201010.0089

摘要

本研究整合過去研究中提及Blog的互動性、樂趣性、有用性與易用性，並加入資訊品質、系統品質並輔以科技接受模式，從一個較具整合性的觀點來探討Blog特性對於使用者使用Blog過程中所體驗到的價值，並由分析結果可以發現本研究所彙整出之Blog特性，以提出一套能應用在Blog情境之理論模型，能夠有效的預測與解釋使用者在使用Blog的過程中所體驗到的價值。本研究主要有以下發現：(1)Blog之「互動性」、「資訊品質」與「系統品質」對「消費者投資報酬」、「卓越的服務」、「美感」與「趣味性」有正向顯著的影響；(2)Blog之「樂趣性」與「易用性」對「消費者投資報酬」、「美感」與「趣味性」有正向顯著的影響；(3)Blog之「有用性」對「消費者投資報酬」、「卓越的服務」與「趣味性」有正向顯著的影響；(4)Blog使用者所體驗到的「消費者投資報酬」、「美感」與「趣味性」對「Blog使用者態度」有正向顯著的影響；(5)「Blog使用者態度」對「Blog使用者滿意度」與「Blog持續使用意向」有正向顯著的影響；(6)「Blog使用者滿意度」對「Blog持續使用意向」有正向顯著的影響。最後，根據本研究之結果對Blog服務供應商提出管理與營運上的策略建議。

關鍵字

Blog ； 體驗價值 ； 科技接受模式 ； 持續使用意向

並列摘要

In this study, a research is conducted on user's continuing use in Blog focus on user's experiential value and technology accept model based on the integration of Interaction, Enjoyment, Usefulness, and Easy of use. This study proposes a theoretical model which applied in Blog and explained as well as predicted user's experiential value when they used Blog. The findings of this research includes: (1) Interaction, Information quality and system quality have positive on consumer return on investment, server excellence, aesthetics and playfulness; (2) Enjoyment and easy of use has positive impact on consumer return on investment, aesthetics and playfulness; (3) Usefulness has positive impact consumer return on investment, server excellence and playfulness; (4) Consumer return on investment, aesthetics and playfulness has positive impact on user's attitude of Blog; (5) User's attitude of Blog has positive impact on user's satisfaction; (6) User's attitude of Blog and user's satisfaction of Blog has positive significance on users' intention on users' continuance intention. Implications and suggestions for strategies are also provided to Blog managers.

並列關鍵字

Blog ； Experiential Value ； Technology Accept Model ； Continuance Intention

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