影響網誌信任因素之研究

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許勇國(Yong-Guo Hsu) 查詢紙本館藏

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企業管理學系

論文名稱

影響網誌信任因素之研究

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摘要(中)

網誌又名部落格，是Blog的譯名，是一種用網頁 (web) 來呈現的個人日誌 (log)。蕃薯藤的網路使用行為調查綜合報告指出，在台灣已有62.2%網友已經使用Blog，而隨著Blog的快速成長，如何使這些閱讀網誌文章的瀏覽者信任網誌，並產生忠誠度，而使瀏覽者不斷的造訪，便是ㄧ項相當值得研究的議題。
本研究以Fishbein & Ajzen（1975）所提出之理性行為理論（TRA）為基礎，並納入網誌聲譽、網誌品質及網誌結構為衡量構面，再加入個人特質－「信任傾向」來探討在TRA架構下各構面是否會影響網誌瀏覽者信任網誌；此外並探討在TRA架構下，瀏覽者對網誌的信任態度和主觀規範是否會影響其對網誌的忠誠度。
本研究採取便利抽樣方式，利用網路問卷來抽取樣本，共回收175份有效問卷，研究結果發現如下：
1. 網誌瀏覽者對「網誌品質」的認知不會影響其「對網誌信任的態度」，而對「網誌聲譽」、「網誌結構」的認知及瀏覽者的「信任傾向」會正向影響其「對網誌信任的態度」。
2. 網誌瀏覽者的「主觀規範」不會影響其「忠誠度」，而「對網誌信任的態度」會正向影響「忠誠度」。
由本研究結果，網誌經營者可以藉由改善網誌聲譽及網誌結構，而提高瀏覽者對網誌的信任，進而產生忠誠度，而不斷重複到訪，藉由到訪人數的不斷增加而產生龐大的商機。

摘要(英)

Webblog is a translated term or name of blog using web to present personal log. The using network’s behavior on Yam.com’s investigating suming-up report indicates, 62% net friend has used blog in Taiwan. Because of blog’s fast growing up, how to let the reader of blog have confidence and loyalty in the blog, then they will continuously pay a visit, is a issue being quitely worth to research..
The research is base on Fishbein & Ajzen’s （1975） TRA model, adding blog fame, blog quality, blog structure to weight and personal speciality- confidence tendency to confer if every structures will influence the confidence of blog’s readers under TRA framework. Moreover, confering if the confidence attitude and subjectively norm of blog’s readers will influence their loyalty.
The reseach adopts convenient sampling by using network questionary. In totall, it recovers 175 effectively questionary. The research result is:
1. The blog quality’s cognition of blog’s readers will not influence their confidence attitude of blog, but the blog fame’s cognition, blog structure’s cognition, and confidence tendency of blog’s readers will postively influence their confidence attitude.
2. The subjectively norm of blog’s readers will not influence their loyalty, but the confidence attitude of blog will postively influence the loyalty of blog’s readers.
According to the research result, the manager of blog can increase the confidence of readers by improving blog fame and blog structure, then the blog’s readers will have loyalty with it and continuously pay a visit on it. It can bring huge business opportunity by continuously increasing visitors.

關鍵字(中)

★ 網誌
★ 部落格
★ 信任
★ 忠誠度

關鍵字(英)

論文目次

論文提要 I
ABSTRACT II
目錄 III
表目錄 V
圖目錄 VII
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節論文結構與研究流程 2
第二章文獻探討 5
第一節網誌的定義與發展 5
第二節信任 11
第三節忠誠度 21
第四節理性行為理論 25
第三章研究方法 28
第一節研究架構 28
第二節研究假說 28
第三節研究變數與操作型定義 29
第四節問卷調查與設計 31
第五節資料分析與統計方法 37
第四章實證結果 41
第一節信度效度分析 41
第二節有效樣本敘述 42
第三節研究變數結果描述 46
第四節變異數分析 50
第五節網誌之信任因素與忠誠度分析 55
第五章結論與建議 64
第一節研究結論 64
第二節研究限制 65
第三節未來研究方向 66
參考文獻 67
附件一、本研究問卷 73
附件二 78

參考文獻

參考文獻
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8. 楊志弘，民國90年，「新聞網站品質評估準則之研究─台灣地區新聞網站品質排序之分排」，上海大學：首屆兩岸網絡與影視經營研討會論文。
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12. 顧自華，民國80年，「法治與信任－一個法律社會學的探討」，中國比較法學會學報，第14期。
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指導教授

張東生、洪秀婉
(Dong-Shang Chang、Shiu-wan Hung)

審核日期

2006-7-7

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