探討外表吸引力與相似性對使用者信任
及使用意圖之影響—以部落格為例—

高如欣

doi:10.6840/cycu201100259

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探讨外表吸引力与相似性对使用者信任及使用意图之影响—以部落格为例—

Is physical attractiveness and similarity can really enhance users' trust and increase their intention to use your Blog? - An experimental study

高如欣 , 硕士　　导师：刘士豪　　

繁体中文 DOI： 10.6840/cycu201100259

部落格；使用意图；相似性；外表吸引力； intention to use ； similarity ； Physical attractiveness ； blog

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摘要 │ 参考文献 (116) │ 国际计量

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In the recent years, the survey shows that People ,are engaged in information 
network activities to the highest classof network activity. Blog change people's 
habit of access to information, so that everyone can freelypublished an article on the Internet.Let virtual network of interactions more frequent and rapid. And the past two years, pretty girl’s effect is on the public attention on network activity, not only created a number of topics also brought the crowd. Domestic and foreign scholars in the past to explore the research most of the pretty girl’s effect is physical attractiveness research-based. Widgery (1963) pointed out that with physical attractiveness of the source credibility of the sender, Significantly higher than non-physical attractiveness of the sender, so the credibility ofthe message it will be higher.In addition, the Chen Jinghui (2000) made the interaction more similar to the two sides, In a common interaction basis , more than predict each other's behavior, and thusstrengthen the mutual trust. In this regard, this study attempts to adopt physical attractiveness and similarity studies of the theoretical basis,to explain and predict network users use blog’s behavior. In addition, try to explore different gender will affect user for use the blog. Hoping that through this study can provide theoperator or blog business owners to develop their blog business strategy.
Finally, the results are: (1) blog operators’s physical attractiveness will positively influence user's trust on theblog informatio；(2) the trust of blog information will positively affect the intended use；(3) physical attractiveness will have a direct and positive impact on the intended use, andmen more strongly affected than women；(4) in the case of a high degree of physical attractiveness,similarity no significant effect.

参考文献 ( 116 ) 〈TOP〉

1. Anderson J.C. and Narus A.(1990), A model of distributor firm and manufacturer firm working partnerships, Journal ofMarketing 54, 42–58.
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3. Byrne, Donn & Don Nelson (1965) Attitude as a linear function of proportion of positive reinforcements. Journal of Personality and Social Psychology 1 (June):659-663.
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4. Byrne, D., Clore, J. L. j. & Worchel, P. (1966). Effect of economic similarity-dissimilarity on interpersonal attraction. Journal of Personality and Social Psychology, 4, 220-224.
连结：
5. Byrne, D. (1971). The ubiquitous relationship: Attitude similarity and attraction: A cross-cultural study. Human Relations, 24, 201-207.
连结：
6. Baker, Michael & Gilbert A. Churchill (1977), The Impact of Physically Attractive Models on Advertising Evaluation? Journal of Marketing Research, 14(November) pp.538-555.
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引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。