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• Main Authors: Yong-Guo Hsu, 許勇國
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/93952488562839812957

碩士 === 國立中央大學 === 企業管理研究所 === 94 === Webblog is a translated term or name of blog using web to present personal log. The using network’s behavior on Yam.com’s investigating suming-up report indicates, 62% net friend has used blog in Taiwan. Because of blog’s fast growing up, how to let the reader of blog have confidence and loyalty in the blog, then they will continuously pay a visit, is a issue being quitely worth to research.. The research is base on Fishbein & Ajzen’s （1975） TRA model, adding blog fame, blog quality, blog structure to weight and personal speciality- confidence tendency to confer if every structures will influence the confidence of blog’s readers under TRA framework. Moreover, confering if the confidence attitude and subjectively norm of blog’s readers will influence their loyalty. The reseach adopts convenient sampling by using network questionary. In totall, it recovers 175 effectively questionary. The research result is: 1. The blog quality’s cognition of blog’s readers will not influence their confidence attitude of blog, but the blog fame’s cognition, blog structure’s cognition, and confidence tendency of blog’s readers will postively influence their confidence attitude. 2. The subjectively norm of blog’s readers will not influence their loyalty, but the confidence attitude of blog will postively influence the loyalty of blog’s readers. According to the research result, the manager of blog can increase the confidence of readers by improving blog fame and blog structure, then the blog’s readers will have loyalty with it and continuously pay a visit on it. It can bring huge business opportunity by continuously increasing visitors.