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 ) 1

大綱 Introduction Literature review Conceptual model and hypotheses Methodology Results Conclusion 2

INTRODUCTION Blog 的興起 Blog 的影響 Blog 調查面向 Technology acceptance Knowledge sharing Social influence 3

L ITERATURE REVIEW TRA (theory of reasoned action) and related studies Beliefs regarding technology acceptance Beliefs regarding knowledge sharing Social influence perspectives 4

C ONCEPTUAL MODEL AND HYPOTHESES 5

Technology acceptance factor H1aPerceived usefulness will positively affect users’ attitudes toward participating in a blog. H1bPerceived ease of use will positively affect users’ attitudes toward participating in a blog. H1cPerceived enjoyment will positively affect users’ attitudes toward participating in a blog. H2Attitude will positively affect users’ intentions to participate in a blog. Knowledge sharing motivation H3aAltruism will positively affect users’ attitudes toward participating in a blog. H3bExpected reciprocal benefit will positively affect users’ attitudes toward participating in a blog. H3cReputation will positively affect users’ attitudes toward participating in a blog. H3dTrust will positively affect users’ attitudes toward participating in a blog. H3eExpected relationships will positively affect users’ attitudes toward participating in a blog. Social influence factors H4aSocial norm will positively affect users’ intentions to participate in a blog. H4bCommunity identification will positively affect users’ intentions to participate in a blog. 6

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 7

METHODOLOGY (2/4) 8

METHODOLOGY (3/4) Measurement development 9

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 11

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. 12

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. 13

>0.5 >0.6 Recommend : 14

RESULT (5/6) 15

RESULT (6/6) Tests of the structural model 16

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. 17