本研究為以創新傳佈理論(Diffusion of Innovations)為理論基礎，兼從產品創新特質與個人特質等因素，觀察探討其與「無名小站付費VIP新制度」採用(創新採用)之關聯性。結果顯示「相對優勢性」與「可觀察試用性」兩個創新特質當中，兩者皆與無名小站付費VIP制度的採用具關聯性，又兩因素中可能採用者對不採用者間存在極顯著差異性。另外教育程度愈高、個人月收入愈多、網路等新媒體使用頻次愈高、認知「相對優勢性」與「可觀察適用性」程度愈多者，則愈有可能去採用或購買無名小站付費服務。至於採用者彼此間的差異則在個人創新方面的「新傳播科技擁有」部分有顯著之正向差異。
整體來說，儘管現今面臨facebook、PLURK…等提供網路服務的新興媒體平台相繼竄起瓜分市場，但部落格亦非因此而灰飛煙滅，而透過本研究或許能初步找出究竟是什麼原因，使得部落格的風潮如此盛行？又是哪些特質的人偏愛使用部落格的哪些服務？ In the era of Web2.0 nowadays, everyone knows Blog anyway. In other words Blog may be the starting key point of this new era. As it develops, now many of new media rising sharply day by day. And for Blog, the trend is an opportunity or a threat? If it is an opportunity, how to use of that? However, if it is a threat, how to make a self-defense? These questions are the sources of the research inspiration.
This study using Rogers’ diffusion of innovation model examines the effect of innovation attributes on the adoption of User-Pay VIP System of The Wretch Blog. An internet survey with a random sample was conducted to the users of The Wretch Blog members. This study obtained 420 valid samples, and found that innovation attributes are important predictor for the adoption of Use-pay VIP system. More detailed findings are discussed in the paper.
In a nutshell, as the fast progress of the facebook, PLURK…etc lots of new media, Blog still have its own status, not disappear in the end. Therefore, through the research may preliminary find out the reasons of why the Blog so popular yet, and the people with what kinds of personalities tend to adopt what service of the Blog.
