ACCEPTANCE OF BLOG USAGE: THE ROLES OF TECHNOLOGY ACCEPTANCE,SOCIAL INFLUENCE AND KNOWLEDGE SHARING MOTIVATION

INFORMATION & MANAGEMENT 45 (2008) CHIN-LUNG HSU, JUDY CHUAN-CHUAN LIN

報告日期： 2010/04/01

指導教授：戴敏育報 告 人：黃煒勛 ( 淡江大學資管系 )

葉鎰維 ( 淡江大學資管系 )

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大綱 Introduction Literature review Conceptual model and hypotheses Methodology Results Conclusion

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INTRODUCTION

Blog的興起 Blog的影響 Blog調查面向

Technology acceptance Knowledge sharing Social influence

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LITERATURE REVIEW

TRA (theory of reasoned action) and related studies

Beliefs regarding technology acceptance Beliefs regarding knowledge sharing Social influence perspectives

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CONCEPTUAL MODEL AND HYPOTHESES

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Technology acceptance factor

H1a Perceived usefulness will positively affect users’ attitudes toward participating in a blog.

H1b Perceived ease of use will positively affect users’ attitudes toward participating in a blog.

H1c Perceived enjoyment will positively affect users’ attitudes toward participating in a blog.

H2 Attitude will positively affect users’ intentions to participate in a blog.

Knowledge sharing motivation

H3a Altruism will positively affect users’ attitudes toward participating in a blog.

H3b Expected reciprocal benefit will positively affect users’ attitudes toward participating in a blog.

H3c Reputation will positively affect users’ attitudes toward participating in a blog.

H3d Trust will positively affect users’ attitudes toward participating in a blog.

H3e Expected relationships will positively affect users’ attitudes toward participating in a blog.

Social influence factors

H4a Social norm will positively affect users’ intentions to participate in a blog.

H4b Community identification will positively affect users’ intentions to participate in a blog.

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METHODOLOGY (1/4)

Sample為增加參與者的回應率，在 10大留言版上設置留言維期 2 個月，有填寫問卷者，有 30名機會可獲得 100元圖書禮卷作為獎賞

為避免重覆填寫，過濾相同 IP的資料最後有效問卷有 212個可用的回應

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METHODOLOGY (2/4)

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METHODOLOGY (3/4)

Measurement development

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METHODOLOGY (4/4)

Each item was measured on a five-point Likert scale, ranging from ‘‘disagree strongly’’ (1) to ‘‘agree strongly’’ (5). 10

RESULT (1/6)

Descriptive statistics

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RESULT (2/6)

Analytic strategy for assessing the model The proposed model was evaluated using SEM

with an estimation of the two components of a causal model: measurement and structural models.

LISREL 8.7 was the software used to assess the measurement and the structural models.

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RESULT (3/6)

The measurement model The measurement model was tested using CFA. The initial assessment of the model indicated

that some items should be removed.

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>0.5

>0.5

>0.6

Recommend :

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RESULT (5/6)

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RESULT (6/6)

Tests of the structural model

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CONCLUSION

Ease of use and enjoyment appeared to be important variables in the context of blogs.

Altruism and reputation, affected a user’s attitude, while other knowledge sharing motivation factors had no significant effect.

The social viewpoints showed that blog participants gain a sense of belonging.

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