题名

探討瀏覽影音部落格沈浸經驗的前因與後果

并列篇名

The Study of the Antecedents and Consequences of Flow Experience for Reviewers on V-Blog

DOI

10.29767/ECS.201006.0002

作者

池文海(Wen-Hai Chih);邱天佑(Tien-You Chiu);賴慧芬(Hui-Fen Lai)

关键词

沈浸理論 ; 影音部落格 ; 個人知覺 ; 網站設計 ; flow theory ; V-Blog ; individual perception ; website design

期刊名称

Electronic Commerce Studies

卷期/出版年月

8卷2期(2010 / 06 / 30)

页次

183 - 208

内容语文

繁體中文

中文摘要

Web2.0的互動及分享特色,使影音部落格成為目前最能展現個人的體驗與感受的網站。本研究運用沈浸理論(flow theory)建構瀏覽者於影音部落格之沈浸經驗的前因與後果。前因分為個人知覺及網站設計,後果為影響瀏覽者探索使用及使用意圖。本研究以影音部落格瀏覽者為受訪者,採用網路發放問卷,運用SEM 實證發現,網站設計中的容易使用與互動性是影響瀏覽者沈浸於影音部落格的主要因素,而且個人知覺中的知覺技能、知覺挑戰對沈浸經驗皆有顯著正向影響。同時,沈浸經驗分別對探索使用、使用意圖皆有顯著正向影響。此外,結合創新擴散理論,驗證個人創新之差異對於沈浸經驗至探索使用具有調節效果;結合權變理論的觀點,驗證先前經驗之差異對於沈浸經驗至使用意圖具有調節效果。

英文摘要

Interaction and sharing, the characteristics of Web2.0, have made V-blog an application that can display individual experiences and feelings most in the internet. This study adopts Flow Theory to investigate the antecedents and consequences of viewers' flow experience on V-blog. The antecedents are individual perception and website design; the consequences are the effect of flow experience on exploratory use and the intention to use. This study, which takes V-blog viewers as the interviewers, gives out internet questionnaires, and applies structural equation modeling, has found that ease of use and interaction regarding to website design are the major effects to viewers' flow experience on V-blog; both perception skill and perception challenge regarding to individual perception have positive effects on viewers’ flow experience on V-blog. Flow experience, at the same time, has positive effects on both exploratory use and intention to use. Furthermore, integrated with the diffusion of innovation, this study verifies that personal innovativeness positively moderates the relationship of flow experience to exploratory use; integrated with contingency theory, this study verifies that prior experience positively moderates the effect of flow experience to the intention to use.

主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
参考文献
  1. Agarwal, R.,Karahanna, E.(2000).Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage.MIS Quarterly,24(4),665-694.
  2. Agarwal, R.,Prasad, J.(1998).A conceptual and operational definition of personal innovativeness in the domain of information technology.Information Systems Research,9(2),204-215.
  3. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
  4. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: a review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
  5. Bajaj, A.,Nidumolu, S. R.(1998).A feedback model to understand information system usage.Information and Management,33(4),213-224.
  6. Chen, H.,Wigand, R. T.,Nilan, M.(1999).Optimal experience of web activities.Computers in Human Behavior,15(5),585-608.
  7. Chen, H.,Wigand, R. T.,Nilan, M.(2000).Exploring web users' on-line optimal flow experiences.Information Technology & People,13(4),263-281.
  8. Choi, D. H.,Kim, J.,Kim, S. H.(2007).ERP training with a web-based electronic learning system: The flow theory perspective.International Journal of Human-Computer Studies,65(3),223-243.
  9. Compeau, D. R.,Higgins, C. A.(1995).Computer self-efficacy: Development of a measure and initial test.MIS Quarterly,19(2),189-211.
  10. Csikszentmihalyi, M.(1990).Flow: The psychology of optimal experience.New York, NY:Harper & Row.
  11. Csikszentmihalyi, M.(1975).Beyond boredom and anxiety.San Francisco, CA:Jossey-Bass.
  12. Davis, F. D.,Bagozzi, R. P.,Warshaw, P. R.(1989).User acceptance of computer technology: A comparison of two theoretical models.Management Science,35(8),982-1003.
  13. Davis, R.,Wong, D.(2007).Conceptualizing and measuring the optimal experience of the elearning environment.Decision Sciences Journal of Innovative Education,5(1),97-126.
  14. Dearstyne, B. W.(2007).Blogs, Mashups, & Wikis: Oh, my!.The Information Management Journal,41(4),24-33.
  15. Deci, E. L.,Ryan, R. M.(1985).Intrinsic motivation and self-determination in human behavior.New York, NY:Plenum.
  16. Doll, W. J.,Torkzadeh, G.(1988).The measurement of end-user computing satisfaction.MIS Quarterly,12(2),258-274.
  17. Finneran, C. M.,Zhang, P.(2005).Flow in computer-mediated environments: Promises and challenges.Communications of AIS,15(3),82-101.
  18. Fishbein, M.,Ajzen, I.(1975).Belief, attitude, intention, and behavior: An introduction to theory and research..Reading, MA:Addison-Wesley.
  19. Forbes, M. W.,Rothschild, M. L.(2000).Toward an understanding of consumer experience on the internet: Implications for web site design.Paper presented at the 33rd Hawaii International Conference on System Sciences-volume 6,Maui, HI.:
  20. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
  21. Ghani, J. A.,Deshpande, S. P.(1994).Task characteristics and the experience of optimal flow in human-computer interaction.The Journal of Psychology,128(4),381-391.
  22. Ha, I.,Yoon, Y.,Choi, M.(2007).Determinants of adoption of mobile games under mobile broadband wireless access environment.Information and Management,44(3),276-286.
  23. Hair, J. F.,Black, W. C.,Babin, B. J.,Anderson, R. E.,Tatham, R. L.(2006).Multivariate data analysis.Upper Saddle River, NJ:Prentice Hall.
  24. Herring, S. C.,Scheidt, L. A.,Wright, E.,Bonus, S.(2005).Weblogs as a bridging genre.Information Technology & People,18(2),142-171.
  25. Hewson, C.,Yule, P.,Laurent, D.,Vogel, C.(2003).Internet research methods: A practical guide for the social and behavioral sciences.London:Sage.
  26. Hoffman, D. L.,Novak, T. P.(1996).Marketing in hypermedia computer-mediated environments: Conceptual foundations.Journal of Marketing,60(3),50-68.
  27. Hsu, C. L.,Lu, H. P.(2004).Why do people play on-line games? An extended TAM with social influences and flow experience.Information & Management,41(7),853-868.
  28. Hulland, J.(1999).Use of partial least squares in strategic management research: A review of four recent studies.Strategic Management Journal,20(2),195-204.
  29. Keren, M.(2004).Blogging and the politics of melancholy.Canadian Journal of Communication,29(1),5-23.
  30. Koh, J.,Kim, Y. G.(2003).Sense of virtual community: A conceptual framework and empirical validation.International Journal of Electronic Commerce,8(2),75-94.
  31. Korzaan, M. L.(2003).Going with the flow: Predicting online purchase intentions.Journal of Computer Information Systems,43(4),25-32.
  32. Koufaris, M.(2002).Applying the technology acceptance model and flow theory to online consumer behavior.Information Systems Research,13(2),205-223.
  33. Lawson-Borders, G.,Kirk, R.(2005).Blog in campaign communication.American Behavior Scientist,49(5),548-559.
  34. Li, D.,Browne, G. J.,Chau, P. Y. K.(2006).An empirical investigation of web site use using a commitment-based model.Decision Sciences,37(3),427-444.
  35. Liao, L. F.(2006).A flow theory perspective on learner motivation and behavior in distance education.Distance Education,27(1),45-62.
  36. Mathwick, C.,Rigdon, E.(2004).Play, flow, and the online search experience.Journal of Consumer Research,31(2),324-332.
  37. McIntyre, D. R.,Wolff, F. G.(1998).An experiment with WWW interactive learning in university education.Computers & Education,31(3),255-264.
  38. Moon, J. W.,Kim, Y. G.(2001).Extending the TAM for a world-wide-web context.Information & Management,38(4),217-230.
  39. Novak, T. P.,Hoffman, D. L.,Yung, Y. F.(2000).Measuring the customer experience in online environments: A structural modeling approach.Marketing Science,19(1),22-42.
  40. Novak, T. P.,Hoffman, D. L.,Yung, Y. F.(1997).Modeling the structure of the flow experience among web users. Paper presented at the INFORMS Marketing Science and the Internet Mini-Conference.Boston, MA.:Massachusetts Institute of Technology.
  41. Nunnally, J. C.(1978).Psychometric theory.New York, NY:McGrew-Hill.
  42. Park, C.,Kim, Y.(2003).Identifying key factors affecting consumer purchase behavior in an online shopping context.Journal of Retail & Distribution Management,31(1),16-29.
  43. Podsakoff, P. M.,MacKenzie, S. B.,Lee, J. Y.,Podsakoff, N. P.(2003).Common method biases in behavioral research: A critical review of the literature and recommended remedies.Journal of Applied Psychology,88(5),879-903.
  44. Podsakoff, P. M.,Organ, D. W.(1986).Self reports in organizational research: Problems and prospects.Journal of Management,12(4),531-544.
  45. Rettie, R.(2001).An exploration of flow during internet use.Internet Research,11(2),103-113.
  46. Richard, M. O.,Chandrad, R.(2005).A model of consumer web navigational behavior: conceptual development and application.Journal of Business Research,58(8),1019-1029.
  47. Rogers, E. M.(1995).Diffusion of innovations.New York, NY:The Free Press.
  48. Saadé, R. G.(2007).Dimensions of perceived usefulness: toward enhanced assessment.Decision Sciences Journal of Innovative Education,51(2),289-310.
  49. Shih, C. F. E.(1998).Conceptualizing consumer experiences in cyberspace.European Journal of Marketing,32(7/8),655-663.
  50. Skadberg, Y. X.,Kimmel, J. R.(2004).Visitors' flow experience while browsing a web site: Its measurement, contributing factors and consequences.Computers in Human Behavior,20(3),403-422.
  51. Soule, L. C.,Shell, L. W.,Kleen, B. A.(2006).Exploring internet addiction: demographic characteristics and stereotypes of heavy internet users.Journal of Computer Information Systems,44(1),64-73.
  52. Taylor, S.,Todd, P.(1995).Assessing IT usage: The role of prior experience.MIS Quarterly,19(4),561-570.
  53. Thompson, R.,Higgins, J.,Howell, J.(1994).Influence of experience on personal computer utilization: Testing a conceptual model.Journal of Management Information Systems,11(1),167-187.
  54. Trevino, L. K.,Webster, J.(1992).Flow in computer-mediated communication: Electronic mail and voice mail evaluation and impacts.Communication Research,19(5),539-573.
  55. Venkatesh, V.,Morris, M. G.,Davis, G. B.,Davis, F. D.(2003).User acceptance of information technology: Toward a unified view.MIS Quarterly,27(3),425-476.
  56. Volery, T.,Lord, D.(2000).Critical success factors in online education.The International Journal of Educational Management,14(5),216-223.
  57. Wang, Y. S.(2003).Assessment of learner satisfaction with asynchronous electronic learning systems.Information & Management,41(1),75-86.
  58. Williamson, T.(2003).Catalytic Communities in Rio: Virtual and face-to-face communities in developing countries.Journal of Urban Technology,10(3),85-109.
  59. Woszczynski, A. B.,Roth, P. L.,Segars, A. H.(2002).Exploring the theoretical foundations of playfulness in computer interactions.Computers in Human Behavior,18(4),369-388.
  60. Wu, J. J.,Chang, Y. S.(2005).Towards understanding members' interactivity, trust, and flow in online travel community.Management & Data Systems,105(7),937-954.
被引用次数
  1. 劉仲矩(2011)。外籍勞工人力仲介網站使用者知覺類型之研究。Electronic Commerce Studies,9(3),251-267。
  2. 劉仲矩(2014)。購物網站網頁美學使用者知覺類型之初探。Electronic Commerce Studies,12(4),377-399。
  3. 劉仲矩、黃湘凌(2014)。以 Q 方法探討智慧型手機使用者反應類型之研究。Electronic Commerce Studies,12(1),027-050。
  4. 蘇家愷、林美蘭(2017)。計畫行為理論結合沉浸理論探討動手煮咖啡之意願。明新學報,43(1),103-120。