旅遊部落客使用意向之研究

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题名:	旅遊部落客使用意向之研究
其它题名:	A Study on Travel Blogger’s Using Intention
作者:	蕭博文 Hsiao, Po-Wen
贡献者:	丁冰和 Ding, Ping-Ho 東海大學餐旅管理學系
关键词:	使用意向;科技接受模式;旅遊部落客 Using Intention;Technology Acceptance Model;Travel Blogger
日期:	2010
上传时间:	2011-01-25T01:35:55Z (UTC)
摘要:	隨著部落格漸趨成熟，衍生出許多不同的主題，在每個主題領域裡都有專業部落客對該領域進行文章撰寫及資訊分享。這些部落客隨著知名度上升及獨到的見解吸引許多人，連企業也開始重視這些擁有高人氣部落客的看法。部落格服務商主要的企業利潤是來自於廣告收入，所以集結的部落客愈多，產生的廣告收入就愈多。因此，吸引與留住部落客，是部落格服務商生存最重要之關鍵。本研究以科技接受模式為基礎，並加入知識分享因素、社會影響因素及系統特性來探討旅遊部落客對部落格的使用意向。透過網路問卷進行施測，有效樣本232個，並以結構方程模式驗證研究假設。研究結果顯示，科技接受因素中的認知有用性會正向影響使用態度；知識分享因素的聲譽、利他主義、信任會正向影響使用態度；社會影響因素的主觀規範會正向影響使用意向；使用態度會正向影響使用意向。 Along with blog getting mature, it generates a lot of themes. No matter what kind of blog, it would have professional blogger to write, share information. Even enterprise is starting to pay much attention to these opinions of blogger who has highly popularity. Major business benefit of blog service providers comes from advertisement, that is to say, more bloggers generate more income. Therefore, obtaining and retaining bloggers becomes the key to a blog service provider's survival.<br><br>This study incorporates knowledge sharing, social influence, and system characteristics with technology acceptance model to investigate Travel blogger's using intention. The results could be a specific reference for travel industry to build or apply a travel blog in the future. This study use online questionnaires and received 232 effective ones back. Structural equation modeling was to analyzed the data and test hypothesis. The results of the empirical research are as follows. Perceived usefulness has the positive influence on attitude. Reputation, altruism and trust have the positive influence on attitude. Subject norms has the positive influence on using intention. Attitude has the positive influence on using intention.
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