| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 97 === Blog is constructed by computer code with a wide variety of functions and regarded as a popular platform for information interchange. Blogger could embed blog widgets to extend blog functions. This study explores the relationship of the use of blog widgets, blog user attitude, and blog user intention. Since blog is known also a virtual community, this study combine the concept of blogging practice with virtual community to explore how media use factors affect the sense of virtual community (SOVC), and whether SOVC positively affect the intention of blog. Specifically speaking, the objectives of this study are as follows: (1) To explore the correlation effect on blog widgets to intention of blog. (2) To analyze the correlation effect on media usage to SOVC. (3) To investigate the correlation effect on SOVC and blog widget to intention of blog. (4) To construct a causality model including the benefit of blog widget, media usage and SOVC in blogging behavior.
The data were collected through questionnaire. Descriptive analysis and factor analysis, as well as hypotheses test were performed using SPSS and AMOS. The correlation between situational variables and intention of blog were analyzed and the indices of goodness of fit were then modified. The results were listed in the following: (1) information factor has significantly negative effect on intention of blog, while identity Relationship and entertainment factor have significantly positive effect on intention of blog; (2) perspectives on media usage have significantly positive effect on perspectives on SOVC; (3) perspectives on SOVC have significantly positive effect on intention of blog; and (4) immersion has significantly positive effect on identity relationship and entertainment factor, while membership has significantly positive effect on information factor, identity relationship, entertainment factor and revenue factor.
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