Etd 0813107 155745

Blog
Blog
An Empirical Study of Continuing Usage in Blog Context:

Based on Expectation-Confirmation Theory
Wen Kai Huang

Li-Ling Hsu
A Thesis Submitted to
Department of Information Management
National Kaohsiung First University of Science and Technology
In Partial fulfilment of the Requirements
For the Degree of Master
In
Information Management
June 2007
Yenchao, Kaohsiung, Taiwan, Republic of China
Blog
Blog
(Expectation-Confirmation Theory, ECT) Blog
Blog
Blog
Blog
Blog 3
739 LISREL
1. Blog Blog
2. Blog Blog
3. Blog
Blog Blog 4.Blog
Blog
Blog Blog
Blog Blog Blog
An Empirical Study of Continuing Usage in Blog Context:

Based on Expectation-Confirmation Theory
Student: Wen-Kai Huang
Advisor: Dr. Li-Ling Hsu
Department of Information Management

National Kaohsiung First University of Science and Technology
ABSTRACT
In this study, a research is conducted on users continuing use in Blog based on
Expectation-Confirmation Theory (ECT). Efforts are made to generalize factors that
influence continuing use behavior through the literature review on the topic of
characteristics of Blog, information technology adoption, and information systems
success. So far, there hasnt been any research in ECT investigating continuing use in
terms of interactivity. Therefore, we extended the variables of ECT to better explain the
continuing use of Blog under different context. With users continuing use of Blog for
more than 3 months in Taiwan as research subjects, data analysis is conducted via
LISREL statistical analysis, with 739 valid questionnaires returned. This study
concludes four main results with using Blog system, including: 1. Expectation
confirmation has positive effect on the extent of perceived use and perceived
characteristics of Blog. 2. Perceived quality of Blog has a positive impact on the
expectation confirmation and users satisfaction. 3. Extent of expectation confirmation,
perceived characteristics of Blog and perceived use of Blog has been evaluated as
positive significance on users satisfaction. Finally, users satisfaction of Blog has
positive significance on users intention. On the whole, most of hypotheses were
supported. Implications are also provided.
Keyword: Blog, Expectation-Confirmation Theory (ECT), Perceived Characteristics of
Blog, Perceived Use of Blog
ii
Covey The 7 Habits of Highly Effective People
iii

i
ABSTRACT ..................................................................................................................... ii
......................................................................................................................... iii
............................................................................................................................ vii
........................................................................................................................... viii
......................................................................................................................... 1
1.1 .......................................................................................................... 1
1.2 .......................................................................................................... 3
1.3 ...................................................................................... 5
1.4 .......................................................................................................... 7
1.5 ...................................................................................... 8
............................................................................................................... 10
2.1 Blog .................................................................................................................. 10
2.1.1 Blog ........................................................................................... 10
2.1.2 Blog ....................................................................................11
2.1.3 Blog ............................................................................... 13
2.1.4 Blog ....................................................................................... 14
2.2 ................................................................................................. 15
2.2.1
2.2.2
2.2.3
2.2.4
.................................................................. 15
.......................................... 17
...................................................... 22
...................... 23
2.3 ............................................................. 27
2.3.1 .............................................................................. 27
2.3.2 .............................................................................. 28
2.3.3 .............................................................................. 30
2.4 ......................................................................... 32
iv
2.5 Blog .................................................................................. 35

2.5.1 ...................................................................................... 35
2.5.2 ...................................................................................... 37
................................................................................................... 40
3.1 ......................................................................................................... 40
3.2 ......................................................................................................... 46
3.2.1
3.2.2
3.2.3
3.2.4
3.2.5
3.2.6
3.2.7
Blog ...................... 46
Blog ...................... 47
Blog ...................... 48
BlogBlog............. 49
BlogBlog ........ 50
Blog ...................... 51
BlogBlog....... 51
3.2.8 BlogBlog .... 53

3.3 ......................................................................................... 55
3.3.1 Blog .............................................................................. 55
3.3.2 Blog .............................................................................. 58
3.3.3 Blog .............................................................................. 60
3.3.4 .............................................................................................. 62
3.3.5 Blog ............................................................................... 63
3.2.6 Blog ................................................................... 64
3.4 ......................................................................................................... 65
3.4.1
3.4.2
3.4.3
3.4.4
.............................................................................................. 65
...................................................................................................... 67
.............................................................................................. 68
...................................................................................... 69
3.5 ..................................................................................... 70
................................................................................................... 71
4.1 ............................................................................................. 71
4.2 ............................................................................................. 76
4.2.1 ...................................................................................... 76
4.2.2 ...................................................................................... 80
4.3 ................................................................................................. 86
........................................................................................................... 89
5.1 ......................................................................................................... 89
5.2 ................................................................................................. 91
5.3 ................................................................................................. 93
5.4 ......................................................................................................... 94
5.5 ................................................................................................. 95
........................................................................................................................ 97
Blog ...................................................................................118
...................................... 121
() ........................... 125
.......................................................................................... 127
vi

2-1
Blog .............................................................................................. 10
2-2
.......................................................................................... 29
2-3
.......................................................................................... 31
3-1
.......................................................................................... 53
3-2 ................................................................ 55
3-3 ................................................................ 56
3-4 ........................................................................ 57
3-5 ................................................................ 58
3-6 ................................................................ 59
3-7 .................................................................... 60
3-8 .................................................................... 61
3-9 .................................................................... 62
3-10 Blog .................................................. 63
3-11 Blog ...................................... 64
3-12
............................................................................................ 65
3-13
............................................................................ 67
4-1
.............................................................................. 72
4-2
Blog .................................................................. 74
4-3
.......................................................................... 77
4-4
.................................................................. 78
4-5
.......................................................................... 79
4-6
.......................................................................... 82
4-7
...................................................................... 84
4-8
.............................................................................. 86
4-9
...................................................................... 87
vii

1-1
........................................................................................ 9
2-1
Blog ...................................................................................... 13
2-2
.......................................................................................... 15
2-3
.................................................................................................. 16
2-4
...................................................................... 17
2-5
.............................................................................................. 19
2-6
IS .................................................................................. 24
2-7
.................................................. 25
2-8
.......................................................................... 26
2-9
(IS Success Model) .......................................................... 27
3-1
...................................................................................................... 42
4-1
Blog .................................................. 75
4-2
.............................................................................. 85
5-1
...................................................................................... 89
viii
1.1
1997 Jorn Barger Weblog Blog
Blog iResearch Blog
Blog
2002 2005 Blog 216 2335 Blog
Technorati Blog 2007 4 7000
12 Blog Blog
2006 8
Blog 2005 2006
30 Blog
Blog
Blog
(Google BloggerPChome
MSN Windows Live Spaces)(Xuite
So-net BeYou BlogQba!)(ETToday Bloguide
Blog) Blog
Blog
Blog
Microsoft Blog Sun Microsystems Blog

LEXUS Blog
LEXUS (Audi) Blog

Audi A3 Blog Audi
A3 Audi Blog
Yahoo ( 341 )Nike
Blog
Blog2004
Blog
(Borders & Kirk, 2005) 2005
Blog (2005)(New York Times)
Adam Nagourney Internet Injects Sweeping Change Into U.S.
Politics
Blog
Blog
Blog (
2004) Blog
Blog e-Learning
Blog Blog
(Asano, 2007)
Blog (
)(Audience)
()
Blog Blog
(2006) Blogads Blog

Blog (Useful)
2003
Blog (
2004)(TimeNew York Time ) Blog
Blog
(McIntosh, 2005)
Blog Blog
Fortune Blog
2005 Blog E-mailBBS
Breakthrough
ideas for 2005 Blog Blog
(2005) Blog
Blog
21
1.2
Blog
PEW/INTERNET Blog
13% Blog Blog Gartner
Blog 2% Blog
10%~15% Blog MIC 2006 Blog
Blog
Blog 1~2 26.9% 2~3 12.3%
Gartner Plummer
Blog Blog
Wikipedia
Blog
Blog
Blog
Blog
Blog Blog
Blog Blog (Blog Service Provider,
BSP) Blog (BSP)
Blog
Blog (BSP)
Blog
Blog
(2006) 2006
YouTube 1 (Blog)
()
Heskett et al.(1994)
Blog
(Bhattacherjee,
2001a)BlogBlog
Blog
Google 2006/10/09 16.5 YouTube
Yahoo! 2006/12/13 Web 2.0
7 1 2
BlogBlog
(BSP)Blog
(Expectation-Confirmation Theory, ECT)

(Hsu et al, 2006; Roca et al,
2006; Thong et al, 2006; Hong et al, 2006; Lin et al, 2005; Bhattacherjee, 2001a)
Blog Blog
Blog
ECT Blog
Blog (2005;
2006)(Trammell et al, 2004; 2005; 2005)
()
(
)(Olsen, 2002) (McKinney et
al., 2002; Delone & McLean, 2003; Negash et al., 2003) Blog
1.3
Blog
(Expectation-Confirmation Theory, ECT) Blog
(ECT)
(Bhattacherjee, 2001a; 2001b)

Blog
Blog
Blog
Blog
Blog
() Blog
Blog Blog ()
Blog Blog Blog
Blog () Blog
Blog Blog Blog
Blog () Blog
Blog 8
1. Blog Blog (
) Blog
2. Blog Blog ()
Blog
3. Blog Blog Blog
()
4. Blog Blog Blog
()
5. Blog Blog
6. Blog Blog Blog

()
7. Blog Blog Blog
()
8. Blog Blog
1.4
Blog Blog (Blog
Service provider, BSP)
BSP
Blog Blog
(BSP)
Blog (BSP) Blog
Blog
(1) Blog (2)
Blog ()(3)
Blog (4) Blog
Bhattacherjee & Premkumar(2004) 3
9~10
Blog
Blog
Bhattacherjee & Premkumar(2004) 9 10
Blog 3
Blog Blog
1.5
Blog
1-1
(1790 )
(739 )
LISREL
1-1
()
9

2.1 Blog
2.1.1 Blog
Blog 1997 Jorn Barger
Weblog 1998 infosift Cameron

BarretCameron Blog CamWorld
Blog Cameron
1999 Peter Merholz Weblog We Blog Blog
Blog (Blood, 2002) Blog
Blogger Blog Blogging Blog
BSP Blog Blogosphere Blogger
Blog
(Wikipedia, 2006)
2-1
Blog
Blog
Marketing Term.com
(webpublishing)
Blog
Blog
10
Winer(2003)
Gillmor(2004)
(2004)
Blog
(2004)
Blog
Wikipedia(2005)
Blog
Blog
Microsoft(2005)
Blog
Technorati(2005)
Blog Blog
Blog
Wagner & Bolloju

(2005)
Blog
Nakajima et al(2006)
(2005)
2.1.2 Blog
(Wikipedia) Blog Blog
(1) ()
(2)
(3) Blog
Blog
11
(4) Blog
Blog (2003) Blog
(1) Blog
(2) Blog
Blog (TrackBack)(Comment)
Blog RSS(Really Simple Syndication)
(95)
(1) Blog
(2)
(3) RSS Web

Protocol(Wikipedia, 2005)RSS
XML
(Harrsch, 2003)
12
2.1.3 Blog
Blood(2002) Blog (Filters)(Personal
Journals)(Notebooks)
(1) Blog Blogger (
)
(2) Blog Blogger (
)
(3)
Krishnamurthy(2002) Blog Blog

(Personal) vs. (Topic)
(Individual) vs. (Community) Blog
(Online Diaries)(Support Group)(Enhanced Column)
(Collaborative Content Creation)
(Personal)
III
(community)
(Individual)
IV
II
(Topical)
2-1
Blog
(Krishnamurtyh, 2002)
13
Blog (2003)
Blog Blog
Blog (1) Blog
Blog(2) Blog
(3) Blog
Blog
Blog(1)Blog
Blog(2)BlogBlog
(3)Blogger 2 BloggerBlog
Blog (1) Blog
Blog
(2) Blog(3) Blog
Blog
Blog (1) Blog
Blog Blog (2)
Blog Blog
Blog(3) Blog Blog
2.1.4 Blog
Blog Blog
Blog Blog Blog
Blog e-Learning
Blog
Blog Blog ()
2 Blog Blog
Blogger
14
2.2
2.2.1
Oliver(1980)( 2-2) 3
(Expectation-Confirmation Theory, ECT)
(Positive Disconfirmation)
Confirmation
Expectation
Satisfaction
Attitude
Attitude
Intention
Intention
t1
t2
Disconfirmation
Period
()
t1=t2=
2-2
(Oliver, 1980)
3(Expectation-Disconfirmation Theory, EDT)
(Confimration)(Disconfimation)
15
(Expectation-Confirmation Theory, ECT) Oliver(1980)
(1)()
(Expectation) (2)
()()
(Perceived Performance) (3)()
()
(Positive Disconfirmation, )
(Confirmation, )(Negative Disconfirmation,
) (4)(Satisfaction)
(Repurchase Intention)ECT
2-3
Expectation
(t1)
Confirmation
(t2)
Satisfaction
(t2)
Perceived
Performance
(t2)
Repurchase
Intention
(t2)
t1=t2=
2-3
(Oliver, 1980)
Churchill & Surprenant (1982) Oliver (1980)

(Expectation) (Perceived Performance)
(Confirmation)(Satisfaction)
16
VCD
2-4
Expectation
(t1)
Confirmation
(t2)
Satisfaction
(t2)
Repurchase
intention
(t2)
Perceived
Performance
(t2)
t1=t2=
2-4
(Churchill & Surprenant, 1982)
2.2.2
(Expectation)
(2003)Oliver(1981)
(1)
(2)
Day(1977)
17

Miller(1977) (1)(Ideal)
(can be) (2)
(Expected)(will be)
(3)(Minimum Tolerable)
(must be) (4)(Deserved)
(should be)Swan & Trawick(1981)
(1)(e.g., 15 )(2)
(e.g., 15 )(3)
(e.g.,15 )Szajna & Scamell (1993)
(Churchill & Surprenant,

1982; Oliver & Bearden, 1985; Bhattacherjee, 2001a; McKinney et al ,2002)
Latour & Peat(1979) Olson &
Dover(1976)
Helson(1964)
Oliver(1977)
(Olshavsky & Miller, 1972; Olson & Dover, 1976)

(
Trawick & Swan, 1980; Churchill & Surprenant, 1982; Oliver, 1980)Oliver & Swan
(1989)()
Bhattacherjee(2001a)
Fornell et
al(1996)
18
(Venkatesh et al, 2000)
(Confirmation)
2-5
(Positive Disconfirmation)
(Zone of Indifference)(Confirmation)
(Negative Disconfirmation)
Disconfirmation
under Performance
without indifference
Zone of
Indifference
Disconfirmation
under Perceived
Performance with
Indifference
Expectation
Level
Low
Performance
Performance
Matching
Expectation
High
Performance
2-5
(Oliver, 1997)
19
(Objective)(Inferred)
(Perceived)
(Cardozo, 1965; Cohen & Goldberg, 1970; Olshavsky &
Miller 1972; Weaver & Brickman, 1974)
(Inferred)
(Perceived) (1)(Inferred)
(Trawick & Swan,
1980)(2)(Perceived)
()
(better than expected)(worse than expected)(Oliver ,1980;

Swan & Trawick, 1981; Westbrook, 1980; Westbrook & Oliver, 1981; Churchill &
Surprenant, 1982; Bearden & Teel, 1983; Westbrook & Reilly, 1983; Oliver & Bearden,
1985; Tse & Wilton, 1988)Oliver(1981)
(Confirmation)
(Churchill &
Surprenant, 1982)Bhattacherjee(2001a)
(Perceived Performance)
(2003)
(Oliver, 1980;
Trawick & Swan, 1980; Bearden & Teel, 1983; Cadotte et al, 1987; Oliver & DeSarbo,
1988)Churchill &
20
Surprenant (1982)
Oliver & Swan (1989)(
)Tse & Wilton(1988)
Oliver & DeSarbo(1988)
(Anderson et al, 1994; Anderson & Sullivan,1993)
(Satisfaction)
Cardozo(1965)
Locke(1976)
Howard & Sheth (1969)
Oliver(1980)
Oliver(1981)
(Perceived)
(Discrepancy) ( )
(Confirmation)
21
2.2.3
Bhattacherjee(2001a)(ECT)
ECT ()
(Cognitive
Processes)
(Colored)()
Fazio & Zanna(1981)
(Self-Perception Theory)
()
ECT (Yi, 1990)

(Emotion)
(LaTour & Peat, 1979)Oliver(1980)
(
)Tse & Wilton(1988)
Hunt(1977)()
()
()(
)
(ECT)
(Belief)
(Westbrook & Reilly, 1983)
22
(Oliver & Linda, 1981)

Olson & Dover(1979)
Oliver & Swan (1989)
Oliver(1977)
Churchill & Surprenant (1982)
2.2.4
()
(1)() (2)()
(3)Bhattacherjee(2001a) ECT
ECT IS
(A Post-Acceptance Model of IS Continuance)
(1)IS (Post-Acceptance)
(Pre-Acceptance)(Confirmation)
(2) ECT (Pre-Consumption Expectation)
IS
(Post-Consumption Expectation) (3)IS
(Perceived Usefulness) ECT
()
(Davis, 1989)
(Post-Acceptance)
(Post-Acceptance)
(Post-Acceptance)
23

Perceived
Usefulness
Satisfaction
IS continue
intention
Confirmation
2-6 IS
(Bhattacherjee, 2001a)
McKinney et al(2002)
(Disconfirmation)
ECT McKinney et al(2002) ECT
(Expectation-Disconfirmation Effects on Web-customer

Satisfaction, EDEWS)
24
IQ Expectation
Information
Level
System
IQ-Perceived
Performance
SQ-Perceived
Performance
Level
SQ Expectation
2-7
IQ
Disconfirmation
Web-IQ
Satisfaction
Web-SQ
Satisfaction
WebCustomer
Satisfaction
SQ
Disconfirmation
IQInformation Quality
SQSystem Quality
(McKinney et al, 2002)
Bhattacherjee(2001a) ECT
IS
(Post-Acceptance Expectation)
Bhattacherjee & Premkumar(2004)
(Beliefs)
t1-t2 () t2-t3 ()
t1-t2 (Beliefs) t2-t3 (
9~10 )(Beliefs)
(Beliefs)
(Beliefs)
25
Pre-usage stage
Usage stage
Communication
Beliefs
(Forwardlooking)
Disconfirmation
Beliefs
(Modified)
Other
Antecedents
Intention
(Modified)
Attitude
(Initial)
2-8
Satisfaction
Attitude
(Modified)
(Bhattacherjee & Premkumar, 2004)

ECT ECT
ECT
(1) Churchill & Surprenant (1982)
(2) Bhattacherjee(2001a)
ECT ()
(IS Success)
Blog
26
2.3
2.3.1
(Ein-Dor & Segev,1978;

Ives et al, 1980; Hamilton & Chervany, 1981)DeLone & McLean (1992) 180
100
(Management ScienceMIS QuarterlyCommunication of the ACMDecision
ScienceInformation & ManagementJournal of MIS ICIS Proceeding)
(Information System Success
Model)(System Quality)(Information Quality)
(Use)(User Satisfaction)(Use)
(Individual Impact)
(Organizational Impact)
Information
Quality
Use
Individual
Impact
System
Quality
Organizational
Impact
User
Satisfaction
2-9 (IS Success Model)

(DeLone & McLean, 1992)
DeLone & McLean(1992)Seddon & Kiew (1994)

Delone & Mclean (Upstream)
27
(System Quality)(Information Quality)

Roldan & Millan(2000)
Pitt et al(1995) Delone &
Mclean(1992)(
)Pitt et al(1995)
2.3.2
Doll & Torkzadeh (1988) (End User Computing
Satisfaction, EUCS)(
)()
Seddon & Kiew (1996)
(TimelinessAccuracyRelevanceFormat)
75
(Roldan & Millan, 2000; Tung, 2004; McKinney et al, 2002)Lin &
Lu(2000) DeLone & McLean
Larcker & Lessig(1980)

Bailey & Pearson
(1983)
Zmud(1978)
Olson & Lucas(1982)
Davis(1989)
28
Iivari &
Koskela(1987)(
)()
McKinney et al (2002)
2-2
2-2
Zmud(1978)
Larcker & Lessig(1980)
O Reilly(1982)
Olson & Lucas(1982)
Bailey & Pearson(1983)
Iivari & Koskela(1987)
()
()
Miller & Doyle(1987)
Doll & Torkzadeh(1988)
Mallach(1988)
Volonino & Robinson(1991)

DeLone & McLean(1992)
Ivari & Ervasti(1994)
29
Miller(1996)
Myers et al.(1997)
Seddon(1997)
Albert et al(2000)
Lee et al(2002)
Rai et al(2002)
()
()
()
()
()
()
(2003)
2.3.3
Seddon & Kiew(1996)
Rai et al(2002) Seddon & Kiew(1996)
Lin & Lu(2000) TAM
Roldan & Millan(2000)
30
Bailey &
Pearson(1983)
Seedon & Kiew (1994)
(Bug)
Lin & Lu (2000)
2-3
2-3
Hamilton & Chervany

(1981)
Bailey & Pearson (1983)
DeLone & McLean (1992)
Belardo et al (1982)
Conklin et al (1982)
Srinivasan (1985)
Franz & Robey (1986)
Mahmood (1987)
Mckeen (1994)
Tait & Vessey (1988)

Spreng (1996)
Saarinen (1996)
Myers et al (1997)
Seddon (1997)
Lin & Lu (2000)
Bug
31
Liu & Arnett (2000)
(2003)
2.4
Fishbein & Ajzen(1975)(Theory of Reasoned Action,
TRA)(TRA)
(Behavioral Intention)(Attitudes
toward the Behavior)(Subjective Norms)(Bock & Kim, 2002;
Yu et al, 2005)
(Ajzen & Madden, 1985)Ajzen(1985)

(Perceived Behavioral Control)
Ajzen(1985)(Theory of Planned Behavior, TPB)
(Perceived Behavioral Control, PBC)
(Ajzen, 198520032005)
(1)(Behavior)(Behavioral Intention)(2)
(Attitude toward the Behavior)(Subject Norm)
(Peace et al, 2003)(3)
(4)(Belief
Concerning the Objects)(Attitude toward the Object)
32
Davis(1989)
(Technology Acceptance Model, TAM)
(Perceived Usefulness)
(Perceived Ease of Use)
(Subjective
Probability)
()
(Mathieson, 1991; Taylor & Todd, 1995; Venkatesh & Davis, 2000;
Moon & Kim, 2001; Van Der Heijden, 2003; Pavlou, 2003)
(Blog)
Davis(1989)
TAM(Taylor &
Todd, 1995)(Liu & Arnett, 2000; Moon & Kim, 2001; Hsu & Chiu, 2004)
Taylor & Todd(1995)(Relative

Advantage)
(Complexity)
(Compatibility)
(Rogers, 1983) TAM
(Rogers, 1983) TAM
()
Taylor & Todd(1995)
TPB
33

TAM
()
Parthasarathy & Bhattacherjee(1998)
Bhattacherjee(2001a)(ECT)
Chiu et al(2005)
ECT e-Learning
Roca et al(2006) TAM (
) ECT e-Learning Thong et al(2006)
ECT
34
2.5 Blog
(Uses and Gratifications, U&G)
Blog
Blog (Trammell et al, 2004;
2005; 2005) Blog
(ECT) Blog
2.5.1
Hoffman & Novak(1996) (Computer-Mediated
Environments, CMEs)
(Machine Interactivity)
(Person Interactivity)
(Selnow, 1988)
Rafaeli(1988)
()
Rafaeli & Sudweeks(1997)
Heeter(1989)
Barua et al(1995)
Ha & James(1998)
35
Sullivan(1999)
McMillan(2002)
(Wellman
& Gulia, 1999; Kollock & Smith, 1999; Baym, 2000; Feenberg & Bakardjeva, 2004)
Blog Blog
Blog
Blog (Herring et al, 2004; Cavanaugh,
2002; Blood, 2002)Rosenbloom(2004)()
BlogAsyikin(2003) Blog
Blog
Blog Du & Wagner(2006)
Blog Blog
(2006) Blog
Blog Blog
Blog Blog
Rafaeli & Sudweeks (1997)

(Mutuality)
36
2.5.2
(Playfulness) Lieberman(1977) Barnett (1990)
(Playfulness)
(Trait of Playfulness)
(Motivational)
(State of Playfulness)
Csikszentmihalyi(1975)(Flow Theory)
(Webster et al, 1993; Csikszentmihalyi, 1990)
(Deci, 1971)
(Csikszentmihalyi, 1988)
(Playfulness)Moon & Kim(2001)
Csikszentmihalyi(1975)
Deci(1985)
(1) (Concentration)
(2) (Curiosity)Malone(1981)
37
(bookmark)
(3) (Enjoyment)
()
(Webster et al, 1993)
(Chen et al, 1999; Novak et al, 1997, 1998)

Davis et al(1992)
Igbaria et al(1996)(
)()Moon &
Kim(2001) TAM
(WWW)
Moon & Kim(2001)

(Van der Heijden, 2003; Van
der Heijden, 2004; Lee et al, 2005)
Blog (2005)(Unified Theory of

Acceptance and Use of Technology, UTAUT)
Blog Blog
(2006)
(Theory Acceptance Model, TAM) Moon &
Kim(2001)
38
Blog
Blog
Blog
Blog
Blog Blog
39
3.1
Blog
(Expectation-Cisconfirmation Theory, ECT)
Bhattacherjee(2001a)(ECT)IS
(A Post-Acceptance Model of IS Continuance)
Blog Blog
Blog Blog
Blog () Blog (
) Blog (
) Blog
Blog
(IS Success Model)
()
Blog
Blog
Blog
ECT
40
(Bhattacherjee, 2001a, 2001b; Lin et al, 2005; Chiu et al, 2005; Roca et al, 2006)
Parthasarathy & Bhattacherjee(1998)

()
(gap)
(Usefulness)(Ease of Use)(Compatibility)
(2002)Canary et al(2000)
( e-mail)
Nardi et al (2004) Blog
Blog Blog Blog
Blog Blog
Blog (
)(
)
Blog ECT
(Thong et al, 2006;

Lin et al, 2005; Bhattacherjee, 2001a; Bhattacherjee, 2001b)
(Hong et al, 2007) Bhattacherjee(2001a)
ECT
(Intrinsic Motivation) Bhattacherjee(2001a)
ECT (Perceptions)
Blog
41
() Blog
(Flow Theory)
()
(van der Heijden, 2003)(Lin et al, 2005)
(Ko et al, 2005) Blog
Blog (Trammell et al, 2004; 2005;
2005; 2006)(2006; 2005)
Blog
Blog
3-1
Blog
Blog
H1
H2
H4
H5
Blog
H3
H6
Blog
H7
3-1
42
H8
Blog
Blog
Blog
Blog
Blog Blog
Blog
Blog
Blog
Blog
(Aladwani & Palvia, 2002)
(Roca et
al, 2006; Chiu et al, 2005) Blog
(1)
Blog
(McKinney et al, 2002; DeLone & McLean, 1992; Bailey
& Pearson, 1983; Seddon & Kiew, 1994; Rai et al, 2002)
(2)
Blog
(DeLone & McLean, 1992; Seedon & Kiew, 1996)
Blog ISO 9241
Booth(1989)
Pearrow(2000)
43
(Roca et al, 2006)(Chiu et al, 2005)

Blog
(1) Nardi et al(2004) Blog

Blog Blog
Blog Blog Blog
(as community forum) Davis(1989)
Blog
Blog
(2) Davis(1989)
Blog
Blog
(3) Rogers(1983)
(Existing
Values)(Previous Experience)(Current Needs)
Park & Lim(1999)
Blog Blog
Blog(1998)
Blog
Blog(1998)
Blog
BlogBlog
BlogBlog
(2006; 2005)(Trammell et al, 2004;
44
2005; 2005)Blog
(1) Moon & Kim(2001)
Lin et al (2005)
Blog
(2) Wu(1999)
(1998)
Blog Blog
Blog
BlogBlog
BlogBhattacherjee(2001a)
Blog
Blog Bhattacherjee(2001a)
Blog
45
3.2
3.2.1 Blog
(ECT)(Perceived
Usability)(Roca et al, 2006)
(Chiu et al, 2005)
(Chiu et al, 2005)Davis(1989)
(TAM) Taylor &
Todd(1995)(Decomposed Theory of Planned Behavior,
DTPB)
Bhattacherjee(2001a)(Cognitive Dissonance Theory)
()
ECT
(Hung et al, 2007; Roca et al, 2006; Thong et al, 2006; Lin et al,
2005; Bhattacherjee, 2001b)
Thong et al (2006)ECT
Roca et al(2006)
e-Learning
Parthasarathy & Bhattacherjee(1998)()
46
Taylor & Todd (1995)

Blog
H1aH1bH1c
H1aBlog Blog
H1bBlog Blog
H1cBlog Blog
3.2.2 Blog
(Playfulnes)
Davis et al(1992)
(Perceived Enjoyment)
Moon & Kim(2001) (Perceived
Playfulness) TAM
(Van Der Heijden, 2004; Lee et al, 2005; Cyr
et al, 2006) ECT
Lin et al (2005) Csikszentmihalyi(1975)
(Flow Theory)(Playfunless)
Deci & Ryan(1985)
(Bhattacherjee, 2001a)
(common
motivations)Thong et
al(2006)
Blog Blog
(Herring, 2004) Blog Blog (Cavanaugh,
2002) Blog
47
Blog (Blood, 2002)

Blog (Trammell et al, 2004; 2005; 2005;
2006) Blog Blog
(1998)
Wu(1998)
(1998) Wu(1998) Davis et al (1989)

Blog
() Blog
() H2aH2b
H2aBlog Blog
H2bBlog Blog
3.2.3 Blog
ECT(Confirmation)
Churchill & Surprenant (1982)
(Oliver, 1980; Oliver & Bearden, 1985)

(Bhattacherjee,
2001a; 2001b)
48
(ECT)
Lin et al (2005)
Roca et al (2006)e-Learning
Hsu et al(2006)TPBECT
Hung et
al(2007)
H3
H3Blog Blog
3.2.4 BlogBlog
Blog
(Perceived Usefulness) (Perceived Ease of Use)
(Compatibility)
(Seddon & Kiew, 1996) Seddon(1997)

(Rai et al,
2002)Devaraj et al(2002)
ECT
(Hong et al, 2006; Roca et al, 2006;
Thong et al, 2006)Chiu et al(2005)
e-Learning
H4aH4b
H4c
H4aBlog Blog
49
H4bBlog Blog
H4cBlog Blog
3.2.5 BlogBlog
(Trevino & Webster, 1992)

Webster & Martocchio(1992)
Lin et al(2005)ECT
Thong et al(2006)ECT
Ryan(1995)
Froehle(2006)
(2003)
(1997)
Barua et al(1995)
H5aH5b
H5aBlog Blog
H5bBlog Blog
50
3.2.6 Blog
ECT
(Positive Disconfirmation)(Spreng &

Chiou, 2002; Patterson et al, 1997)
(Anderson et al, 1994; Fornell et al, 1996; Zeithaml, 1998)
(Hsu et al, 2003) Fornell et al(1996)

Spreng et al (1996)
Chiu et al (2005) ECT

e-Learning
Roca et al (2006) e-Learning
H6aH6b
H6a Blog Blog
H6b Blog Blog
3.2.7 BlogBlog
Olsen(2002)
(Tung, 2004; McKinney et al, 2002; DeLone & McLean,

1992) (Roca et al, 2006; Chiu et al,
51
2005)
Chiu et al(2005)e-Learning(ECT)
e-Learning
Roca
et al(2006)
e-Learning
Seddon &
Kiew (1994)DeLone & McLean
McGill et al(2003)
Bharatia &
Chaudhury(2004)
Wu & Wang(2006)
(KMS)
Rai et al(2002)Seddon
McKinney et al
(2002)
Bharatia & Chaudhury(2004)Web
H7aH7b
H7a BlogBlog
H7b BlogBlog
52
3.2.8 BlogBlog
ECT
(Anderson & Sullivan, 1993; Oliver, 1980)
(Bitner, 1990; Boulding et al, 1993; Cronin & Taylor, 1992; Teas, 1993)
(Lin, 2005; Hsu, 2004, Bhattacherjee, 2001a;

Bhattacherjee, 2001b)ECT
(Hung et al, 2007; Hong et al, 2006; Roca et al, 2006; Thong et al,
2006; Hsu et al, 2006; Chiu et al, 2005; Lin et al, 2005)(2005)
H8
H8
Blog Blog
3-1
3-1
H1a
Blog Blog
H1b
Blog Blog
H1c
Blog Blog
H2a
Blog Blog
H2b
Blog Blog
H3
Blog Blog
53
H4a
Blog Blog
H4b
Blog Blog
H4c
Blog Blog
H5a
Blog Blog
H5b
Blog Blog
H6a
Blog Blog
H6b
Blog Blog
H7a
BlogBlog
H7b
BlogBlog
H8
Blog Blog
54
3.3
3.3.1 Blog
1.
Nardi et al(2004)
(as
community forum)Davis(1989)
Blog
Blog
Davis (1989)Taylor & Todd(1995) (2005)

4
Likert 5
3-2
1.
(BBS )
Blog(
2.
Blog
3.
Blog
4.
Blog
55
Davis(1989);
Taylor & Todd(1995);
(2005)
2.
Davis(1989)
Blog Blog
Davis (1989)Moore & Benbasat(1991)

(2005)
4 Likert 5
3-3
1.
Blog
2.
3.
(BBS ) Taylor & Todd(1995);

Moore & Benbasat
Blog
(1991);
Blog
(2005);
4.
Blog
56
3.
Rogers(1983)
(Existing Values)
(Previous Experience)(Current Needs)
Park & Lim(1999)
Blog Blog
Taylor &
Todd(1995) 3
Likert 5
3-4
1.
Blog
2.
Blog
3.
Blog
(Blog
)
57
3.3.2 Blog
1.
Moon & Kim(2001)
Lin et
al (2005)
Blog
Moon & Kim(2001)

4 Likert 5
3-5
1.
Blog
2.
Blog
Moon & Kim (2001)
3.
Blog
4.
Blog
58
2.
Morris & Ogan(1996)
(Feedback)Ha & James(1998)

(Communication Need)Wu(1998)
(1998)
Blog
Rafaeli (1998)Barua et al (1995)

(1998)(2001)
5
Likert 5
3-6
1.
Blog
2.
Blog
3.
4.
5.
Rafaeli (1998);
Blog
Barua et al (1995);
(1998);
Blog
(2001)
Blog
59
3.3.3 Blog
1.
(Timeliness)(Scope)
(Relevance)(Usefulness)(Understandability)
(Readability)(Clarity)(Accuracy)(McKinney et al,
2002; DeLone & McLean, 1992; Bailey & Pearson, 1983)Seddon & Kiew(1994)
(Timeless)
(Accuracy)(Relevance)(Format)Rai et al(2002)
(Content)
(Accuracy)(Format)Blog
(Relevance)(Content)(Usefulness)
(Understandability)(Readability)(Clarity)
McKinney et al (2002)Iivari & Koskela(1987)(2004)
4 Likert 5
3-7
1.
Blog
2.
3.
Blog
McKinney et al(2002);
Blog( Iivari & Koskela(1987);
(2004)
)
4.
Blog
60
2.
Swanson(1974)
Seedon & Kiew(1996)

(Bug)
Blog
McKinney et al (2002)DeLone & McLean(1992)

Bailey & Pearson (1983) 4
Likert 5
3-8
1.
Blog(
)
2.
Blog
3.
DeLone & McLean(1992);
Blog Bailey & Pearson(1983)
4.
Blog
61
3.3.4
Blog Blog
Blog
Bhattacherjee(2001a) 3
Likert 5
3-9
1.
Blog
2.
3.
BlogBlog
62
3.3.5 Blog
(2006) 4 Likert
5
3-10 Blog
Blog
1.
Blog
Blog
2.
BlogBlog
Bhattacherjee(2001a);
(2005)
3.
BlogBlog
4.
Blog
63
3.2.6 Blog
Blog
Blog 3
Likert 5 2
3-11 Blog
Blog
1.
Blog
2.
Blog()
3.
Blog
Blog
64
3.4
3.4.1
3-12
3-12
Davis(1989);
Blog

(2005)
five-point
Likert scales
4
Blog

Moore & Benbasat
(1991);(2005);
five-point
Likert scales
4
Blog
Blog
five-point
Likert scales
3
Blog
five-point
Likert scales
4
Blog Rafaeli (1998);

Barua et al (1995);
(1998);
(2001)
five-point
Likert scales
5
Blog
five-point
Likert scales
4
Blog Bailey & Pearson

(1983);
65
Moon & Kim(2001)
Iivari & Koskela
(1987);
(2004)
five-point
Likert scales
DeLone & McLean
(1992);
Blog
Blog
Blog
Spreng et al.(1996);
Bhattacherjee(2001a);
Mckinney et al(2002)
five-point
Likert scales
4
Blog
five-point
Likert scales
3
Blog
five-point
Likert scales
3
( 1)
Blog
(Interval Scale) Likert

(Structured)
1 1 5 Blog
(Content
Validity)
(Face Validity) Blog
(Content
Validity)(Face Validity)
66
3.4.2
Blog
50
3 47 47
3-13
Hair et al (1992)0.5
PP10.4730.5(3-13)
PP1
Cronbachs 0.7
3-13
Blog
Blog
Cronbachs
IQ1
IQ2
IQ3
IQ4
SQ1
SQ2
SQ3
SQ4
PF1
PF2
PF3
PF4
PP1
PP2
PP3
PP4
PP5
0.609
0.765
0.770
0.701
0.807
0.837
0.766
0.627
0.808
0.614
0.689
0.819
0.473
0.678
0.762
0.766
0.713
67
0.849
0.867
0.880
0.885
Blog
PU1
PU2
PU3
PU4
EOU1
EOU2
EOU3
EOU4
Com1
Com2
Com3
Sat1
Sat2
Sat3
Sat5
DC1
DC2
DC3
CI1
CI2
CI3
0.755
0.787
0.812
0.809
0.721
0.664
0.825
0.746
0.641
0.624
0.599
0.673
0.731
0.689
0.627
0.634
0.644
0.651
0.807
0.770
0.614
0.929
0.888
0.872
0.910
0.859
0.786
3.4.3
Blog
Blog
Blog(1)
Blog (2) Blog
(3) Blog
(4) Blog
Blog
Blog
Blog
Blog Blog
Blog
68
(Non-probability Sampling)(Purposive Sample)
BBS Blog
()
9~10
3 Blog
Blog
3.4.4
96 2 7
BBS Blog
Blog
(Non-Probability Sampling)(Purposive Sample)
Blog
69
3.5
Blog Blog
(1)(2)
(Structural Equation
Model, SEM)
(Covariance Matrix)
SEM
Lisrel (8.54 )
(1)(2)(3)
70

4.1
95 2 7 95 3 6 2528
(BSPBlog
BBS)
3 (1)
()(Blog) 1112
4 (2)Bhattacherjee & Premkumar(2004)
9~10
Blog 3 Blog 419
997 Blog
(3)
739
4-1739 272 465 Blog

63% MIC 2006
4 6
21 25 44%16 20
21% Blog 20 29 65%
2006 Blog
15~29
3 Blog 1
3
Blog 1
Blog
71
64% 53%
1 3 31%
3 5 27%
4-2 Blog ( 4-2) 739
Blog 1 1.5
23% 6 12 17%
Blog 50% 37% 13%
Blog 0~1 60% Blog
42%
76% Blog
84%
Blog (BSP) 4-1 BSP
(52.8%) Yahoo!(13.6%)
Window Live Space(7.8%) 4-1 4-2
4-1
272
37%
465
63%
739
15
100%
16
2%
16 ~ 20
157
21%
21 ~ 25
324
44%
26 ~ 30
130
17%
31 ~ 35
54
7%
36 ~ 40
27
4%
41 ~ 45
15
2%
46 ~ 50
1%
51 ~ 55
56
1%
1%
739
72
100%
1%
125
17%
()
474
64%
()
119
16%
18
2%
739
100%
392
53%
25
3%
39
5%
//
50
7%
//
22
3%
53
7%
74
10%
41
6%
1%
1%
33
4%
739
100%
24
3%
1 ~ 3
228
31%
3 ~ 5
201
27%
5 ~ 7
114
15%
7 ~ 9
83
12%
89
12%
739
73
100%
4-2
Blog
Blog
4 ~6
92
12%
6 ~12
127
17%
1 ~1.5
169
23%
1.5 ~2
115
16%
2 ~2.5
102
14%
2.5 ~3
49
7%
85
11%
0%
0%
367
50%
279
37%
93
13%
739
100%
0 ~ 1 ()
445
60%
2~4
219
30%
5 ~ 10
56
8%
10 ~ 15
11
1%
15
1%
739
100%
310
42%
~1
253
34%
1 ~2
109
15%
2 ~3
35
5%
32
4%
100%
0
Blog
739
Blog
739
100%
93
13%
281
38%
281
38%
84
11%
74
739
100%
1%
112
15%
343
46%
279
38%
739
4-1
Blog
75
100%
4.2
Anderson & Gerbing (1988) SEM
(1)
(Loading)
(Complex Measure Item) (2) (Structural Model
Analysis)
(Model Fitness)
4.2.1
(Confirmatory
Factor Analysis, CFA)
(CFA)
(1)(Path Coefficient)(Hair et al, 1998)(2)
(3)
(Anderson & Gerbing, 1988)

t t
3.29( P-Value 0.001)
Bentler(1989)(2 / df) 5Bentler

& Bonnett(1980)(Normed Fit Index, NFI)
(Non-Normed Fit Index, NNFI) Bentler(1990)(Comparative Fit
Index, CFI) 0.9(
76
4-3 )
4-3
2 / df
<5
(Bentler, 1989)
2.18
RMSEA
< 0.06
(Hu & Bentler, 1999)
GFI
> 0.9
(Bentler, 1983)
0.93
NFI
> 0.9
(Bentler & Bonett, 1980)
0.99
NNFI
> 0.9
0.99
CFI
> 0.95
(Bentler, 1988)
0.040
0.99
Bagozzi & Yi(1988)
(Factor Loading)
Fornell & Larcker(1981) 0.7
1 2
2 3 0.7
0.73 ~ 0.91 ( 4-4 )
(Individual Item Reliability)
(Factor Loading)(Composite Reliability, CR)
Fornell & Larcker(1981)(CFA)

0.7 CR 0.6
4-4 0.7
0.6 (CR)
() 2
=
() 2 +
77
4-4
Blog
Blog
d
Blog
Blog
Blog e
Blog
Blog
IQ2
IQ3
IQ4
SQ2
SQ3
SQ4
PU1
PU2
PU3
PU4
PEOU1
PEOU3
PEOU4
COM1
COM2
COM3
PP1
PP3
PP4
PI2
PI3
PI4
PI5
CONF1
CONF2
CONF3
SA1
SA2
SA4
CI1
CI2
CI3
aIQ1 0.845
bSQ1 0.818
cPEOU2 0.885
dPP2 0.857
eSA3 0.837
78
0.80
0.83
0.77
0.73
0.77
0.82
0.86
0.89
0.91
0.91
0.77
0.87
0.90
0.78
0.84
0.82
0.87
0.80
0.78
0.74
0.83
0.87
0.78
0.86
0.85
0.88
0.85
0.81
0.81
0.84
0.77
0.77
0.845
0.818
0.940
0.885
0.853
0.857
0.882
0.898
0.864
0.837
(Average Variance Extracted, AVE)

AVE
Fornell & Larcker(1981) 0.5 AVE
0.62 ~ 0.80 ( 4-5 )
(AVE)
=
( 2)
( 2) +
(AVE)
(Construct Pairs)(Fornell & Larcker, 1981)
(AVE)
4-5
SA AVE SA ConF
Hair et al (1998) 0.9
SA-ConF (0.7) AVE Hair et al(1998)
4-5
AVE
CI
SA
ConF
PP
PI
0.62
0.68
0.75
0.68
0.65
PU PEOU COM
IQ
SQ
0.80
0.64
0.62
0.72
0.65
CI
1.00
SA
0.46
1.00
ConF
0.41
0.70
1.00
PP
0.29
0.42
0.32
1.00
PI
0.25
0.64
0.26
0.29
1.00
PU
0.21
0.52
0.44
0.26
0.29
1.00
PEOU 0.41
0.43
0.38
0.19
0.26
0.26
1.00
COM
0.45
0.64
0.55
0.45
0.41
0.42
0.45
1.00
IQ
0.27
0.45
0.32
0.21
0.29
0.29
0.28
0.13
1.00
SQ
0.14
0.28
0.21
0.05
0.10
0.10
0.26
0.03
0.24
79
1.00

1. CI:Blog SA:Blog ConF:
PP: PI: PU: PEOU:
COM: IQ: SQ:
2. ()(AVE)AVE=( 2)/( 2 )+Var(
)
3. AVE
4.2.2
(1)(Model Fitness)
(Model Fitness)(2)
(Causal Effect)
(1) ( 2 )
(2003) SEM (2)
SEM
P-Vaule 0.05
( H1)
(P-Valur < 0.05)
200
(2006)
(2) ( 2 / df )
Bagozzi & Yi(1988)
Bentler(1989)
( 2 / df ) 5
( 2 / df = 3.3265 )
80

(3) (Root-Mean-Square Eooro of Approximation, RMSEA)
RMSEA
(2006)RMSEA < 0.06
0.06 < RMSEA < 0.08
RMSEA > 0.08 (Hu & Bentler, 1999; Brown &
Cudeck, 1993; 2006) RMSEA 0.056 Hu &
Bentler(1999)
(4) (Root-Mean-Square Residual, RMR)
RMR
RMR Jreskog & Srbom(1993) RMR
0.05 RMR 0.033
(5) (Standardized Root-Mean-Square Residual, SRMR)

(2003) RMR
Hu & Bentler(1999)
SRMR 0.08 SRMR
(SRMR=0.059 < 0.08)
(6) (Goodness-of-Fit Index, GFI)
GFI (R2)
(Tanaka & Huba, 1989)
Seyal et al(2002)(Goodness-of-Fit Index, GFI) 0.8
GFI 0.89
(7) (Adjusted Goodness-of-Fit Index, AGFI)

AGFI (adj R2 ) GFI
(2003)
81
AGFI 0 ~ 1 Jreskog & Srbom(1993) AGFI 0.8
(8) (Normed Fit Index, NFI)

NFI
NFI 0.9 (Bentler
& Bonnett, 1980) NFI 0.98
(9) (Non-Normed Fit Index, NNFI)
Nearden et al (1982)
NFI NNFI
(2003)
Bentler & Bonett(1980) NNFI 0.9
NNFI 0.98
(10) (Comparative-Fit Index, CFI)
Bentler(1992) CFI 0.95
CFI 0.99
4-6
2
2 / df
P > 0.05
RMSEA
< 0.06
0.056
RMR
< 0.05
(Jreskog & Srbom, 1993)
0.033
SRMR
< 0.08
0.059
GFI
<5
(2003)
(Bentler, 1989)
0.00
3.05
> 0.8 (Seyal et al., 2002)
0.89
AGFI
> 0.8
(Jreskog & Srbom, 1993)
0.87
NFI
> 0.9
0.98
NNFI
> 0.9
0.98
CFI
> 0.95
(Bentler, 1988)
82
0.99
t-Value 3.29 p-Value

0.001(***) t-Value 2.58 p-Value
0.01(**) t-Value 1.96 p-Value 0.05
(*) 4-2 4-7
Blog Blog
0.73 Blog
Blog
0.070.07
0.11 Blog
Blog
0.09 0.07
Blog
Blog
0.11 0.06Blog
0.52 Blog
0.730.69 0.83
Blog
0.65 0.63
Blog
0.52 0.25
( t 1.96 )
Blog (t-value =
1.97)
(R2)
Blog
51%
Blog 87%
47%
0.42
39%
0.53
0.48
0.69
Blog ( = 0.27)
Blog ( = 0.11)
Blog ( = 0.13)
83
Blog ( = 0.06)
Blog
Blog
4-7
84
*: t - Value > 1.96(P< 0.05) ; **: t Value > 2.58(P<0.01); ***: t - Value > 3.29(P<0.001)
4-2
85
4.3
SEM 4-8
4-9
4-8
H1a
Blog Blog
H1b
Blog Blog
H1c
H2a
Blog Blog
Blog Blog
H2b
Blog Blog
H3
Blog Blog
H4a
Blog Blog
H4b
Blog Blog
H4c
Blog Blog
H5a
Blog Blog
H5b
Blog Blog
H6a
Blog Blog
H6b
Blog Blog
86
H7a
BlogBlog
H7b
BlogBlog
H8
Blog Blog
4-9
H1a
Blog Blog
0.73
19.29***
H1b
Blog Blog
0.69
16.56***
H1c
Blog Blog
0.83
19.53***
H2a
Blog Blog
0.65
16.68***
H2b
Blog Blog
0.63
14.69***
H3
Blog Blog
0.52
5.67***
H4a
Blog Blog
0.07
2.04*
H4b
Blog Blog
0.07
1.97*
H4c
Blog Blog
0.11
2.19*
H5a
Blog Blog
0.09
2.88**
H5b
Blog Blog
0.07
2.25*
87
H6a
Blog Blog
0.52
12.05***
H6b
Blog Blog
0.25
6.18***
H7a
BlogBlog
0.11
3.24**
H7b
BlogBlog
0.06
2.17*
H8
Blog Blog
0.73
5.67***
*: t - Value > 1.96(P< 0.05) ; **: t - Value > 2.58(P<0.01); ***: t - Value > 3.29(P<0.001)
88
5.1
SEM 5-1
( 0.0010.01 0.05
)
Blog
Blog
Blog
Blog
5-1
89
Blog
P=0.001
P=0.01
P=0.05
Blog Blog Blog

() Blog (
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0.5
Bhattacherjee(2001a) ECT
()
ECT
(Roca et al, 2006; Thong et al, 2006; Lin et al,
2005)
Blog Blog ()
Blog
Roca et al(2005)
Blog ( 0.11
0.06) Blog
( 0.27 0.13)
Blog
Blog
Blog
Blog (
)
Blog ()
Blog
ECT (Bhattacherjee, 2001a; Lin et al, 2005;

Roca et al, 2006; Thong et al, 2006) Bhattacherjee(2001a)
(Beliefs) ECT
(Spreng & Chiou, 2002; Bhattacherjee, 2001a; McKinney et al, 2002; Lin et al,
90
2005; Thong et al, 2006; Roca et al, 2006; Hus et al, 2006)
(Karahanna et al, 1999)

Blog
Blog Blog
Blog Blog
( 0.73)
ECT
(Bhattarcherjee, 2001a; Chiu et al, 2005;
Roca et al, 2005; Thong et al, 2006; Lin et al, 2005)
(Oliver, 1980; Oliver & Burke, 1999; Anderson & Sullivan, 1993; Patterson et
al, 1997, Olsen, 2002)
87%
Bhattarcherjee(2001a)
ECT
5.2
(Devaraj et al, 2002; Koufaris, 2002; Lin & Lu, 2000) TAM
91
Bhattacherjee(2001a)IS
(Churchill & Surprenant, 1982 ;Oliver &

Swan, 1989; Tse & Wilton, 1988)
Blog
(Expectation-Confirmation Theory)
(Bhattacherjee, 2001a; McKinney et
al, 2002; Chiu et al, 2005; Lin et al, 2005) Blog
ECT
Blog Blog
Blog
(SEM) Blog
87%Blog 53%
Blog
(ECT)
Blog Blog
(Herring et al, 2004; Cavanaugh, 2002; Blood, 2002)
(ECT)
Blog
92
5.3
Blog
Blog
Blog
Blog Blog
ECT Blog
Blog
Blog Blog
(Oliver, 1980; Anderson & Sullivan, 1993)
Blog (Blog Services Porvider, BSP)

Blog Blog
Blog (Sticky)
Blog
Blog Blog
()
()
93
Blog (BSP)
Blog
Blog
Blog
Blog (BSP)
(
) Blog Blog
Blog Blog
Blog
5.4
Blog
(
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BBS Blog BBS

Blog BBS
Blog
Blog Blog
94
Blog
Blog
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Blog)
Blog
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5.5
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Blog Blog
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95
Blog
Blog
Blog Blog
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)
96

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Blog

An Empirical Study of Continuing Usage in Blog Context:

Wen Kai Huang

Blog Blog Blog

An Empirical Study of Continuing Usage in Blog Context:

Advisor: Dr. Li-Ling Hsu

Department of Information Management

Covey The 7 Habits of Highly Effective People

2.5 Blog .................................................................................. 35

3.2.8 BlogBlog .... 53

(IS Success Model) .......................................................... 27

Microsoft Blog Sun Microsystems Blog

LEXUS (Audi) Blog

(2006) Blogads Blog

(Expectation-Confirmation Theory, ECT)

(Bhattacherjee, 2001a; 2001b)

6. Blog Blog Blog

Weblog 1998 infosift Cameron

Wagner & Bolloju

Blog (2003) Blog

(3) RSS Web

Krishnamurthy(2002) Blog Blog

(Expectation-Confirmation Theory, ECT) Oliver(1980)

Churchill & Surprenant (1982) Oliver (1980)

(Churchill & Surprenant,

(Olshavsky & Miller, 1972; Olson & Dover, 1976)

(Venkatesh et al, 2000)

(better than expected)(worse than expected)(Oliver ,1980;

Oliver & DeSarbo(1988)

(Anderson et al, 1994; Anderson & Sullivan,1993)

ECT (Yi, 1990)

(Oliver & Linda, 1981)

(Expectation-Disconfirmation Effects on Web-customer

(McKinney et al, 2002)

(Bhattacherjee & Premkumar, 2004)

(Ein-Dor & Segev,1978;

2-9 (IS Success Model)

DeLone & McLean(1992)Seddon & Kiew (1994)

(System Quality)(Information Quality)

Larcker & Lessig(1980)

Olson & Lucas(1982)

Larcker & Lessig(1980)

Olson & Lucas(1982)

Bailey & Pearson(1983)

Iivari & Koskela(1987)

Miller & Doyle(1987)

Doll & Torkzadeh(1988)

Volonino & Robinson(1991)

Ivari & Ervasti(1994)

Lin & Lu(2000) TAM

Roldan & Millan(2000)

Hamilton & Chervany

Bailey & Pearson (1983)

DeLone & McLean (1992)

Franz & Robey (1986)

Tait & Vessey (1988)

Liu & Arnett (2000)

(Ajzen & Madden, 1985)Ajzen(1985)

Ajzen(1985)(Theory of Planned Behavior, TPB)

(Perceived Behavioral Control, PBC)

Taylor & Todd(1995)(Relative

(Rogers, 1983) TAM

(Rogers, 1983) TAM