| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === The purpose of this study aims at understanding the factors in affecting personal blog users’ attitude and behavior intension. The study employs the “Unified Theory of Acceptance and Use of Technology” model and adds one more construct into the framework-perceived playfulness.
In order to discover if the proposed theoretical framework, “performance expectancy,” “effort expectancy,” and “perceived playfulness,” influences blog users’ “attitude,” or not? Whether the “social influence” and “attitude toward using” will affect bloggers’, who intend to use blogs to promote their online auction of goods, “behavior intension”? A questionnaire survey and purposive sampling was conducted to collect sample for quantitative analysis.
From the analysis results showed: 1. the assumption of” “performance expectancy,” “effort expectancy,” and “perceived playfulness” are critical factors that positively affect the bloggers’ attitude; 2. “social influence” and “attitude toward using” are critical factors that positively affect the bloggers’ behavior intension.
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