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Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24279
標題: 以創新擴散理論觀點探討美妝部落格的使用者接受度
Investigating User Acceptance of Beauty Blog Based on the Diffusion of Innovations Theory
作者: 陳俊達
Chen, Chun-Ta
關鍵字: 使用者接受度;User acceptance;創新擴散理論;美妝部落格;價格敏感度;創新性格;diffusion of innovation theory;beauty blog;price sensitivity;innovative personality
出版社: 資訊管理學系所
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摘要: 
隨著美容彩粧品產業市場規模的日益龐大，網際網路早已成為消費者獲得購買臉部保養品資訊的重要管道，而「美妝部落格」不僅提供美容資訊的分享與交流，也具有提供美容相關知識的教育作用，世界各地美容相關產業無不希望藉由「美妝部落格」帶動網路口碑的效應，本研究以科技接受模式(Technology Acceptance Model, TAM)的觀點去檢驗使用者是否認為「美妝部落格」好用？有用？進而會影響他們的使用意願？此外，本研究也將探討使用者的「創新性格」與「自信」等人格特質對於「美妝部落格」接受度的影響，並試圖找出影響使用者購買美妝產品單價的因素。
本研究以問卷調查法進行資料蒐集，針對404份有效樣本進行驗證性因素分析與結構模式分析，結果顯示本研究的研究模式具有良好資料配適性，除了驗證科技接受模式(TAM)在本研究情境下的相關假說皆成立之外，也證實創新性格是科技接受模式(TAM)的前因。此外，使用者對於美妝部落的使用意願與他們所購買產品單價之間並無顯著的關係，而使用者的自信不但會影響他們對於美妝部落格的使用意願，也會影響他們購買保濕美白產品的價格。

As the bloom of sales in cosmetics & toiletries market, Internet has become the most important channel. Beauty blog plays an important role of not only providing product information and knowledge, but also educating consumers. The companies of cosmetic industry all over the world have tried their best to create the effect of word-of-mouth by means of beauty blog. As the study treats TAM (Technology Acceptance Model, TAM) as a preferred model to measure user acceptance of beauty blog, the effects of the users’ perceived usefulness and their ease of use on their intention were examined. Two user’s personal traits, innovative personality and confidence, were chosen as the basis for the research model. Besides, the possible antecedents of the product price were explored.
The study collected data by survey questionnaire. Confirmatory factor analysis and structural model analysis were conducted based on 404 questionnaires. The result showed that research model has a good model fit with the collected data. First, all the TAM-related hypotheses were supported significantly. Second, user’s innovative personality has proved to be one of the antecedents of TAM model. Third, users’ intention to use beauty blog was insignificantly related to the product price. Finally, users’ degree of confidence affected not only their intention to use beauty blog but also the product price.
URI: http://hdl.handle.net/11455/24279
其他識別: U0005-2401201308042800
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