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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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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。

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.
其他識別: U0005-2401201308042800
Appears in Collections:資訊管理學系

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