An Analysis of the Blog-Users' Behavior Intentions Combine TAM and TPB Model

• Main Authors: Hung-Cheng Hsu, 許宏誠
• Other Authors: Chung-Chiang Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/89552379802057949395

博士 === 南華大學 === 企業管理系管理科學碩博士班 === 102 === 　　Blogs is the most popular top websites service in the recent years. How to attract more user to use their blog service is an important research issue for blog manager. This study examines key motivators for consumers’ attitude towards continuing the reception of existing blog services. Multiple theoretical perspectives are synthesized to hypothetically construct a model of continuance behavior, which is then empirically tested using a field survey of online blog users, and Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) are the study’s theoretical bases. The study uses Structure Equation Modeling (SEM) to analyze users who have used blogs. The results indicated the blog’s usefulness, ease to use, attitude, and subjective norm are positively affecting users’ behavior intention. From the research, we can explore what kind of factors can influence blog choice behavior intention via structural equation model. Secondly, the IPA was used to analyze what is the important e-service quality for manager. The results obtained in this study can be used to improve the e-book service quality for publishing circles and development more effective management strategies.