以社會資本觀點探討使用者參與部落格行為之研究

Abstract

近年來隨著部落格使用人口激增，似乎已形成某種強大的社會網路架構，也成為學術與實務界等領域專家想要探索的網路新興社群。此外，部落格現象所形成的社會網路結構關係，對於人們採用科技的決策及社會資本的累積是否有所影響，更成為重要的研究議題。因此，本研究試圖藉由科技接受模式並結合Nahapiet與Ghoahal二位學者所提出的社會資本模型，用以深入探討人們參與部落格行為。研究採用問卷調查的方式，並以PLS-Graph進行資料分析。研究結果顯示，人們參與部落格的主要因素包括有用性、易用性與社會資本的認知面（共通的語言和符號、共同的故事）及關係面（信任、規範、義務、認同感），研究意涵與討論將提供給部落格經營者在行銷與經營決策上參考。

Blog has profitably created a new Internet market in recent years. However, fewer studies examine the factors that influence user's intention to the adoption of this context. This study applies the technology acceptance model (TAM) that incorporates social capital as additional belief-related constructs to accurately predict the user's intention of Blog. The propose model is empirically evaluated using survey data collected from 353 user about their perceptions of Blog. Overall, the results reveal that perceived useful, perceived ease of use, cognitive dimensions of social capital(share codes and language、share narratives) and relation dimensions of social capital (trust、norms、obligations、identification) and attitude explain about 48.5% of blog use. The results provide further insights into blog marketing strategies.