從Blood學者在2002年提出部落格(Weblog)後，現今的部落格不僅為連結外部資訊的工具，更廣泛地被應用在個人用途、商業及學術等等用途上。近年來，由於部落格在商業方面發展漸具規模，因此本研究希冀從部落格設計對於具不同人格特質的使用者之影響，作更深入之探討。在本研究中，我們將探討三種不同的部落格設計對於使用者對於部落格的滿意度、再次重返部落格的意圖與到實體動物醫院就醫的意圖之影響。為更了解部落格設計和滿意度與兩種意圖之間的關係，此研究更加入另兩者變數─結論需求（need for closure）與時間壓力（time pressure），並以3*2*2的實驗設計法來檢測三種部落格設計、結論需求（高/低）與時間壓力（高/低）之間的交互作用。 研究結果顯示出： （一）無論對於使用者滿意度、再次重返部落格的意圖與到實體動物醫院就醫的意圖而言，部落格設計都不是最主要的影響因素。 （二）對於不同程度結論需求的使用者，他們所呈現的滿意度與行為意圖也會有所不同。 （三）與我們預期不同的是，只有時間壓力顯著地影響使用者真正到實體動物醫院就醫的意圖。然而，時間壓力對於再次造訪部落格的意圖卻沒有顯著影響的結果呈現。 Weblog has been utilized as a tool to personal, business, academic use and so on. Recently the business use of Weblog is more and more popular, and thus this study is dedicated to research the effect of Weblog design on people of different personality traits. In this study, we examined the relationships between three types of Weblog design, satisfaction with the animal hospital Weblog and intention to revisit the Weblog and take medical treatment in the physical animal hospital. In addition to further explore the relationship between Weblog design and satisfaction, this study introduced need for closure (NFC) and time pressure to examine such contingencies. This study conducted the 3*2*2 experimental design to examine the influence of the interaction of three constructs, Weblog design (content presentation oriented, content administration focused and social application enhanced), need for closure (high/low) and time pressure (with/without). According to the result, first of all, Weblog design is not the major concern with satisfaction towards the Weblog. The intention to visit or take medical treatment in the physical animal hospital could not be well-predicted through Weblog design either. Second, people with varied degree of need for closure would present different extents of satisfaction and behavioral intention. Third, out of our expectation, only time pressure affects participants’ intention to visit the physical hospital. As to the intention to revisit this Weblog, the effect of time pressure doesn’t make great differences. Research limitation and future research are discussed in the study.
