| Summary: | 碩士 === 逢甲大學 === 企業管理所 === 96 === With the development of information technology, blog users have been constantly increased. This leads the entrepreneurs put their attention to the tendency of the blog. Due to the convenience of the Internet, the blogger and blog provider need to provide good-quality user environment to motivates people to participate in blog activities.
This study incorporates information and system quality with technology acceptance model to investigate blog users’ intention. Moreover, the subjective norm has shown to possess effects for individuals, so we integrate it to our study to resolve the influential factors of blog users’ intention.
This study takes who ever browsed dainty and tourism blogs as our research objects, and investigate the relationship between the quality of blog, subjective norm and users’ intention. The result shows that information quality and system quality affect the users’ cognitions, and affect the users’ attitude and intention indirectly. System quality has greatest influence to users’ intention within three external variables. In other words, if blog providers reinforce the system quality and blog owners enhance the information quality, then it could promote the users’ attitude and the intention in advance. Moreover, subjective norm has secondary influence significantly to user’s intention. Therefore, blog owners and providers should offer well information and system quality, and then people will keep joining the discussion and posting more articles. When people around us are talking about blog, thus blog users will be more intended to participate in blog activities.
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