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題名：影響企業部落格瀏覽者行為意向因素之探討
書刊名：行銷評論
作者：欒斌 引用關係／詹博仁
作者(外文)：Luarn, Pin／Chan, Po-jen
出版日期：2010
卷期：7:4
頁次：頁471-495
主題關鍵詞：部落格；企業部落格；科技接受模型；主觀規範；Blog；Corporate blog；Technology acceptance model；Subjective norm
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:7
  • 點閱點閱:41
Blog在全球掀起一股熱潮，其散播能力幾可與大眾媒體匹敵，許多企業盼透過Blog提高競爭力與優勢。本研究欲探究企業該如何利用Blog對外進行溝通，提升瀏覽者使用企業Blog的行爲意向。本研究從個人認知行爲、社會影響的主觀規範及Blog系統特性等構面做行爲意向的探討。研究結果發現，瀏覽者不希望企業Blog有太多官方色彩、對其內容與多媒體功能也視爲基本門檻，唯有強調互動與連結性，並透過人氣吸引群眾，方可提高瀏覽者的行爲意向。企業可參考本研究之實務建議，打造符合瀏覽者需求的企業Blog。
Blog has triggered off a global fashion, and its dissemination is sufficient to compete with mass media. There are many enterprises attempted to improve competitiveness and advantage through Blog. This study investigated how enterprises improve the browsers' behavioral intention of browsing Corporate Blog by utilizing Blog. This study investigated how behavioral intention was influenced by Perceived Behavioral, Subjective Norm of Social Influence and Blog System Characteristic. The result appeared that the browsers didn't like the Corporate Blog with a lot of official components, and the content and function was viewed as fundamental. In addition, the browser's behavioral intention would be improved by emphasizing interaction and connection functions, and increasing popularity. Enterprises could build Corporate Blog which met browser's need through the suggestion of this study.
Other
1.Kathy, E. G.(2004)。How can we measure the influence of the Blogoshere，University of Washington。  new window
期刊論文
1.梅發廣、方國定(20030600)。Web-Title使用意向之探討--TAM修正模型之驗證。資訊、科技與社會學報，3(1)=4，55-72。new window  延伸查詢new window
2.Quible, Z. K.(2005)。Blogs and Written Business Communication Courses: A Perfect Union。Journal of Education for Business，80(6)，327-332。  new window
3.Moon, J. W.、Kim, Y. G.(2001)。Extending the TAM for a World-Wide-Web Context。Information and Management，38(4)，217-230。  new window
4.Sirdeshmukh, Deepak、Singh, Jagdip、Sabol, Barry(2002)。Consumer Trust, Value, and Loyalty in Relational Exchanges。Journal of Marketing，66(1)，15-37。  new window
5.Lang, E. M.(2005)。Would you, could you, should you blog?。Journal of Accountancy，199(6)，36-42。  new window
6.Abrahamson, E.、Rosenkopf, L.(1993)。Institutional and competitive bandwagons: using mathematical models as a tool to explore innovation diffusion。Academy of Management Review，18(3)，487-517。  new window
7.Du, H. S.、Wagner, C.(2006)。Weblog success: exploring the role of technology。International Journal of Human-Computer Studies，64(9)，789-798。  new window
8.Agarwal, R.、Prasad, J.(1999)。Are individual differences germane to the acceptance of new information technologies?。Decision sciences，30(2)，361-391。  new window
9.Venkatesh, Viswanath、Davis, Fred D.(2000)。A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies。Management Science，46(2)，186-204。  new window
10.Nardi, Bonnie. A.、Schiano, Diane J.、Gumbrecht, Michelle、Swartz, Luke(2004)。Why we blog。Communications of the ACM，47(12)，41-46。  new window
11.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
12.Gefen, David(2000)。E-commerce: The role of familiarity and trust。Omega: The International Journal of Management Science，28(6)，725-737。  new window
13.Gefen, David、Straub, Detmar W.(2000)。The relative importance of perceived ease of use in IS adoption: A study of e-commerce adoption。Journal of the Association for Information Systems，1(1)，(8)1-(8)28。  new window
14.Davis, Fred D.、Bagozzi, Richard P.、Warshaw, Paul R.(1989)。User acceptance of computer technology: A comparison of two theoretical models。Management Science，35(8)，982-1003。  new window
學位論文
1.Davis, Fred D.(1986)。A technology acceptance model for empirically testing new end-user information systems: Theory and result(博士論文)。Massachusetts Institute of Technology。  new window
2.周立軒(2005)。網誌的使用者與使用行為之研究(碩士論文)。元智大學。  延伸查詢new window
3.任秀芸(2007)。從品牌觀點探討台灣企業部落格之發展(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.Wright, Jeremy、洪慧芳(2006)。部落格行銷。臺北市：麥格羅希爾。  延伸查詢new window
2.Fishbein, M.、Ajzen, I.(1980)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley。  new window
3.黃俊英(1999)。行銷研究：管理與技術。台北：華泰。  延伸查詢new window
4.藝立協(2003)。Blog：部落格線上出版、網路日誌實作。臺北市：上奇科技文化。  延伸查詢new window
5.Gilmor, Dan(2004)。We the Media: Grassroots Journalism by the People, for the People。O'Reilly Media, Inc.。  new window
其他
1.Technorati(2007)。The State of the Live Web，http://www.sifry.com/alerts/archives/000493.html， 20090218。  new window
2.Technorati(2008)。State of the Blogosphere。  new window
3.Koh J, Mongkolwat P, Kogan A, Channin DS(2005)。Blogging your PACS。  new window
4.Barger, Jorn(1997)。Review of Hayman, David; Slote, Sam。  new window
5.邱承君(2006)。網誌、網誌活動與網誌世界：在理論與實踐間遞迴往覆。new window  延伸查詢new window
6.資策會(200608)。Blog獲利方式與案例分析。  延伸查詢new window
7.Ross, Jr, W. H.(2005)。What Every Human Resource Manager Should Know About Web Logs。  new window
8.Lee, S., Hwang, T., & Lee, H. H.(2006)。Corporate blogging strategies of the Fortune 500 companies。  new window
9.林克寰(2003)。部落與部落格，Jedi’s Blog。  延伸查詢new window
10.傅大煜(2005)。Blog-We the Media時代來臨。  延伸查詢new window
11.劉基欽(2005)。Blog特性對Blog信任之影響。  延伸查詢new window
12.Fievet, C. & Turrettini, E.(2004)。The Development of Blog. Blog Story，Paris：Eyrolles Publishing。  new window
13.Madile, M.(2004)。Weblogs as mean of Marketing Communication。  new window
14.林克寰(2004)。您不能不知道的部落格，Jedi’s Blog。  延伸查詢new window
15.黃俊英(1994)。行銷研究，華泰書局。  延伸查詢new window
16.郭昌衢(2008)。企業網站與企業部落格對關係品質影響之比較研究--以毛寶個案為例。  延伸查詢new window
17.Applebaum, M.(2004)。Blah Blah Blah... Blogs!。  new window
18.王湘沅(2007)。部落格使用行為之研究--以無名小站為例。  延伸查詢new window
圖書論文
1.Blood, R.(2002)。Weblogs: A History and Perspective。We’ve got blog: How weblogs are changing our culture。Cambridge, MA：Perseus Publishing。  new window
 
 
 
 
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