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
1
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)
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
LITERATURE REVIEW
TRA (theory of reasoned action) and related studies
 Beliefs regarding technology acceptance
 Beliefs regarding knowledge sharing
 Social influence perspectives

4
CONCEPTUAL MODEL AND HYPOTHESES
5
Technology
acceptance
factor
Knowledge
sharing
motivation
Social
influence
factors
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.
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.
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.
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
Recommend
:
>0.5
>0.6
>0.5
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