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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32053

    Title: 最適刺激水準(OSL)區隔部落格使用行為之研究 : TAM 觀點
    Other Titles: A study of blogger's using behavior in different OSL segments : a perspective of TAM model
    Authors: 羅瑞堂;Lo, Rei-ton
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    張俊惠;Chang, Chun-hui
    Keywords: 部落格;使用行為;技術接受模式;最適刺激水準;Blog;Using Behavior;Technology Acceptance Model(TAM);OSL
    Date: 2006
    Issue Date: 2010-01-11 01:35:42 (UTC+8)
    Abstract: 近年來隨著網際網路的快速發展,網路上出現了許多資訊服務,而部落格是繼e-mail、BBS 和MSN 後,網路現今出現最新的交流方式,逐漸成為企業與消費者的溝通的主要媒介之一。因此,本研究以台灣地區部落格使用者為對象,將以修正後的技術接受模型(TAM)來探討部落格使用者的使用行為。此外,本研究將以最適刺激水準(OSL)做為本研究的干擾變數,將使用者進行區隔,以進一步探究不同OSL 程度的使用者,其部落格的使用行為是否會有所差異。為
    實證本研究的觀念架構,本研究採用結構方程模式(structural equation modeling,SEM)來進行分析,而主要研究發現描述如下:

    有不同。對高OSL 的使用者而言,部落格有關知覺中的容易使用
    與溝通性會直接正向影響使用部落格的使用意圖;而對低OSL 的
    As the Internet grows rapidly in these years, there are a lot of information services on the internet. Nowadays, Blog is the popular way to communicate on the Internet after the prevalence of BBS ,e-mail and MSN. Therefore, the study attempts to use the revised TAM Model (Technology Acceptance Model) to explain Taiwanese Bloggers’
    using behavior. Moreover, we applies the OSL(Optimum Stimulation Level) as a moderator and tries to find out the differences between the cluster of high and low OSL. To confirm this research, we analyze the survey samples by structural equation modeling. The major findings of this study are as follows:

    1. Blog users’ relational perception (Relative Advantage, Communication Ability,Compatibility) will positively influence Blog users’ intention to use.
    2. Relational perception toward blog will influence blog users’ perceived usefulness,and will further influence their intention to use.
    3. Blog users with different level of OSL have diverse using behavior. To users with high OSL, blog’s ease to use and communication ability will directly affect bloggers’ intention to use positively. As for users with low OSL, communication ability and relative advantage of the blog will influence bloggers’ intention to use.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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