A Study on Travel Blogger's Using Intention
| Autor: | Po-Wen Hsiao, 蕭博文 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 Along with blog getting mature, it generates a lot of themes. No matter what kind of blog, it would have professional blogger to write, share information. Even enterprise is starting to pay much attention to these opinions of blogger who has highly popularity. Major business benefit of blog service providers comes from advertisement, that is to say, more bloggers generate more income. Therefore, obtaining and retaining bloggers becomes the key to a blog service provider’s survival. This study incorporates knowledge sharing, social influence, and system characteristics with technology acceptance model to investigate Travel blogger’s using intention. The results could be a specific reference for travel industry to build or apply a travel blog in the future. This study use online questionnaires and received 232 effective ones back. Structural equation modeling was to analyzed the data and test hypothesis. The results of the empirical research are as follows. Perceived usefulness has the positive influence on attitude. Reputation, altruism and trust have the positive influence on attitude. Subject norms has the positive influence on using intention. Attitude has the positive influence on using intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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