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jsp.display-item.identifier=請使用永久網址來引用或連結此文件:
https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/33152
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| 题名: | 以科技接受模式探討部落格之使用意願 |
| 其它题名: | The study on the usage intension of the blog by the technology acceptance model (TAM) |
| 作者: | 黃鳳真;Huang, Feng-chen |
| 贡献者: | 淡江大學管理科學研究所碩士班
陳定國;Chen, Ding-guo |
| 关键词: | 部落格;科技接受模式;使用意願;Blog;TAM;Usage Intension |
| 日期: | 2007 |
| 上传时间: | 2010-01-11 03:40:36 (UTC+8) |
| 摘要: | 近2年部落格服務快速普及化，而且持續受到各界關注，漸漸形成新一波的網路全民運動。部落格服務不僅漸漸普及至網友生活，部落格行銷也已經成為網路上的熱門行銷手法，許多企業也已將部落格行銷視為企業的一種策略。目前部落格服務雖然大多採免費的方式，但已規劃未來收費，以期部落格服務成為網站的另一個營收來源。本研究以部落格使用者為對象，探討影響部落格使用意願之因素，提供未來部落格服務商推出相關服務時一個重要的參考依據。
經本研究問卷調查分析結果，得知「部落格特性」為「科技接受模型」(Technology Acceptance Model, TAM)的外部因素之一。部落格特性會影響使用者對部落格之「有用認知」(Perceived Usefulness；PU)、「易用認知」(Perceived Ease of Use；EOU)與「享受認知」(Perceived Enjoyment；PE)，經由影響使用者的「使用態度」(Usage Attitude)，進而對「使用意願」(Usage Intension)產生顯著之間接影響。以本研究探討的主題─「使用意願」來看，在所有可能影響部落格「使用意願」的變數中，以「享受認知」最具預測力，而過去資訊產品(服務)所重視的「易用性」與「有用性」，在部落格軟體(服務)上亦存在其重要性。更進一步探討部落格四大特性中，使用者最為重視「豐富性」，其次是「互動性」，最後是「便利性」，而「易記性」對使用者使用意願的影響並不顯著。
本研究建議未來在推出部落格服務時，應在服務開發及改進中納入使用者的需求。根據本研究的研究結果顯示，在部落格的服務整合中應首重樂趣化、娛樂化的功能；其次是增加使用介面的友善程度以及設計的彈性。
The service of Blog is rapidly diffused in recent two years, and continuously concerned by public in the way of occurring into a national network activity. Not only the service of Blog is popular in the network users, but the marketing of Blog also becomes a innovative marketing method. Many companies have regarded the marketing of Blog as a new business strategy. Although the Blog is a free service at present time, most network companies are planning to charge as another revenue source. This study will explore the key factors influencing user intension of blog, and provide suggestions for the future companies who will provide the bolg-related services.
The nature of Blog is one of the external factors of Technology Acceptance Model (TAM). It will affect the “Perceived Usefulness”, “Perceived Ease of Use”, and “Perceived Enjoyment” of Blog users. Through the attitude change of Blog users, the intension of Blog users will be affected. Among the three factors probably affect the intension of Blog users, the “Perceived Enjoyment” is the most important; while the factors of “Perceived Ease of Use”, and “Perceived Usefulness” were equally less important. The further exploration of the four nature of Blog, the study finds the Blog users rank the order of importance as ”Richment”, “Interaction”, and “Convenience”. The “Easy Memory” was found having no effect on the intension of Blog users.
The study suggests that Blog companies who will provide and improve the blog-service at charge basis in the future should include the importance of user demand. According to this study, the Blog service should attach most importance to the function of enjoyment and fun, and then increase friendly degree of usage and design elasticity. |
| 显示于类别: | [管理科學學系暨研究所] 學位論文
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