Documentos de Académico
Documentos de Profesional
Documentos de Cultura
(Blogger)
(Hennig-Thurau et al.2004)
1.2
1.3
1.3
1.
TRA
()
TRA
TRA
TRA
( 2015)
2.1.1
(Fishbein and
Ajzen1975 2011)
(2011)
(2015)
( vs.)
202
SPSS 18.0
(2012)
--
(Validity Analysis)(Reliability Analysis)
(Descriptive Statistics)(FactorAnalysis) T
(Independent Samples T-test)(Analysis of Variance,
ANOVA)
2.1.2
( Fishbein and
Ajzen.1980 2011)
(2011)
250
227 SPSS 17.0
18-29
(2011)
250
227 SPSS 17.0
18-29
(2013)
350
(2012)
(principle of consistency)
800
693 SPSS
2.1.3
Gwinner and Gremler(2000)
2012)
2012)
300 259
(2012)
()
()
30 427
315
Czepiel,Solomon,Surprenant(1985)
8
2010
()
330
315
2012
250 225
2012
680
576
2.1.4
,
Camerer 1998 2005
(2008)
LISREL
,
Morgan and Hunt1994
(2014)
ELM
,
,
2007
10
,
,
,
,
,,
Trip Advisor
,
(2005),
,,
,
,SK
, 816 ,
2011/
//
,,
Cronbach's a
11
2010
TAM,
,
,
,
,
, 435 ,
2.1.5
(Oliver.1980 2009)
(2011)
Blog
648
(2009)
535
(2008)
426
(2010)
12
311
2009
686
(2008)
207
(2009)
391
(2008)
11
261
(2013)
246
(2012)
13
152
2.1.6
(2013)
FG
Fashion Guide
224 216
LISREL 8.51 SPSS 12.0
(2011)
()
Cronbachs 0.7
(2011)
John et al. (2007)
Roth and Romeo (1992)
( )
14
( )
30
Cronbach's 0.7
296 216 80
(2010)
200 17 183
1
2
34
(2014)
15
263 PASWStatistics 18
2.4
:
H1:& Blog &
Blog
H2:& Blog
H3: Blog
H4: Blog
H5: Blog
2.5
:
2.
16
Blog
3.1
200
Blog
Blog Blog /
3.3.1
Blog
Blog
Blog
7
Blog Blog
3.2
104 11 26 15
3.1 Amos7.0
Cronbachs 0.7
2010 3.1
0.7 Cronbachs
17
0.9
3.
Cronbachs
0.941
0.734
0.923
0.987
0.953
0.964
3.3
Blog
3.4
Likert
3.4.1
3.4.1-1
4
4.
( Fishbein and
Ajzen.1967)
()
1.
2.
3.
Blog
Blog
Blog
18
(2007)
1.
2.
3.
Blog
Blog
Blog
(2007)
3.4.1-2
5
5.
(
Fishbein and Ajzen.1980)
()
1.
2.
3.
1.
2.
Blog
Blog
Blog
Blog
Blog
(2008)
(2013)
3.4.1-3
(2012)
2012)
7
7.
,Camerer 1998
2005
()
1. Blog
2. Blog
3. Blog
4. Blog
5. Blog
6.
7.
8.
9.
10.
(2014)
(2010)
3.4.1-5
8
8.
()
29. Blog
30. Blog
31. Blog
32. Blog
(2009)
33. Blog
34. Blog
(2011)
3.4.1-6
20
9
9..
()
1.
2.
3.
Blog
Blog
Blog
1.
2.
3.
Blog
Blog
Blog
(2011)
(2014)
3.4.2
7 2 2
Blog 7 Blog
200
40
3.4.3
104 11 26
200 200 34
166 83%
11.
21
200 166
34
200
83%
4.1.
4.1.1.
4.1.1.1.
26 15.7% 140 84.3%
12.
(%)
26
15.7%
140
84.3%
166
100%
; 16%
; 84%
3.
4.1.1.2
17 () 15 ( 9.0%)18-25
22
17 ()
18-25
31-40
41-50
15
143
4
4
166
()
9.0%
86.1%
2.4%
2.4%
100%
41-50 ; 2%
31-40 ; 2% 17 ( ) ; 9%
17 ( )
18-25
18-25
; 86%
31-40
41-50
4.
4.1.1.3
128 (77.1%)
()42 ( 21.7%)() 3 ( 1.2%)
14.
()
()
36
128
2
166
23
()
21.7%
77.1%
1.2%
100%
( ) ; 1%
( ); 18%
( ) ; 80%
( )
5.
4.1.1.4.
5000 () 70 ( 42.2%)
5000~10000 66 ( 39.8%)15000~20000 18 ( 10.8%)
20000~25000 7 ( 2.9%)30000 () 3 ( 1.8%)
5000 ()
5000~10000
15000~20000
20000~25000
30000 ()
17.
70
66
18
9
3
166
24
()
42.2%
39.8%
10.8%
5.4%
1.8%
100%
5000 ( )
5000~10000
15000~20000
20000~25000 ; 5%
15000~20000 ; 11%
20000~25000
30000 ( ); 2%
5000 ( ) ; 42%
5000~10000 ; 40%
30000 ( )
6.
4.1.1.5. BLOG
BLOG 1 41 ( 24.7%)2 44
( 26.5%)3 45 ( 27.1%)4 14 ( 8.4%)5 11 (
6.6%)6 3 ( 1.8%)7 1 ( 0.6%)8 () 8 (
4.2%)
BLOG
1
2
3
4
5
6
7
8 ()
18. BLOG
41
44
45
14
11
3
1
8
166
25
()
24.7
26.5%
27.1%
8.4%
6.6%
1.8%
0.6%
4.2%
100%
7 ; 1%
6 ; 82% ; 4%
5 ; 7%
4 ; 8%
3 ; 27%
1 ; 25%
27%
5 2 ;6
7. BLOG
4.1.1.6.
BLOG 1 42 ( 25.3%)2 44
( 26.5%)3 45 ( 27.1%)4 15 ( 9.0%)5 11 (
6.6%)6 4 ( 2.4%)7 1 ( 0.6%)8 () 12 (
7.2%)
1
2
3
4
5
6
7
8
18.
42
44
45
15
11
4
1
12
166
26
()
25.3%
26.5%
27.1%
9.0%)
6.6%
2.4%
0.6%
7.2%
100%
7 ; 1%
6 ; 2% 8 ; 4%
5 ; 7%
1 ; 26%
4 ; 9%
2 3 3;
5 2 ; 627%
23% 4
8.
4.1.1.7.
6 ()43 (
25.9%)7~12 19 ( 11.4%)1~2 48 ( 28.9%)2~3 36 (
21.7%)3~4 10 ( 6.0%)4~5 6 ( 3.6%)5 ()4 (
2.4%)
19.
()
6
43
25.9%
7~12
19
11.4%
1~2
48
28.9%
2~3
36
21.7%)
3~4
10
6.0%
4~5
6
3.6%
5 ()
4
2.4%
166
100%
27
5 ( ); 2%
4~5 ; 4%
2~3 ; 22%
6 ; 26%
7~12 ; 11%
3~4
;2~3
6%
6 7~12 1~2
3~4 4~5 5 ( )
1~2 ; 29%
9.
4.2.
Cronbachs (Guttman)(Kuder-Richardson)
Cronbachs
(2005)
Cronbach
0.6 0.8
(2005)Cronbach Cronbach
s
18
18.
Cronbachs
()
()
19
19. Cronbachs
Cronbachs
0.909
0.849
0.909
10
0.978
0.937
0.935
0.7
0.7 Cronbachs 0.7
4.3.
(confirmation)
Amos7.0 Cronbachs
4.3.1.
7 6
0 3
0.716~0.911
29
20.
SMC
0.824
n.s
0.679
0.911
14.717
0.829
0.834
12.895
0.696
0.716
10.622
0.513
0.718
10.422
0.515
0.736
10.748
0.542
CR
Cronbach s
0.9098
0.909
AVE
0.629
1
4.3.2.
5 3 2
4
0.664~0.926
21.
SMC
0.664
n.s
0.441
2
3
0.926
0.856
9.602
9.408
0.857
0.734
AVE
CR
Cronbach s
0.677
0.8606
0.849
4.3.3.
6 6
0 6
0.673~0.890
22.
SMC
AVE
CR
Cronbach s
0.673
n.s
0.453
0.6503
0.9171
0.909
2
3
0.743
0.841
8.994
9.929
0.551
0.707
30
4
5
6
0.859
0.812
0.890
10.250
9.816
10.396
0.738
0.659
0.792
4.3.4.
10 10 2
6 0.848~0.935
23.
SMC
0.848
n.s
0.718
0.881
22.319
0.775
0.918
16.662
0.843
0.878
15.453
0.771
0.894
15.783
0.798
0.935
17.287
0.873
0.922
16.816
0.851
0.927
17.009
0.860
9
10
0.914
0.898
16.513
15.933
0.836
0.806
AVE
CR
Cronbach s
0.8134
0.9775
0.978
4.3.5.
6 6 0
7 0.790~0.870
SMC
0.870
n.s
0.756
2
3
4
0.866
0.831
0.829
15.551
14.372
14.305
0.750
0.691
0.688
0.790
13.241
0.625
0.865
15.532
0.748
31
AVE
CR
Cronbach s
0.7095
0.9360
0.937
24.
4.3.6.
6 6
0 8
0.817~0.908
25.
SMC
0.828
n.s
0.686
2
3
0.817
0.836
12.499
12.942
0.667
0.699
0.825
12.699
0.680
0.908
11.969
0.825
0.843
13.115
0.710
AVE
CR
Cronbach s
0.7113
0.9366
0.935
4.4.
(linear structural relations model
LISRELModel)
LISREL
()()
(exogeneous variables)
(endogeneous variables)
4.4.1.
Bagozzi and Yi (1988)(1)(2)
(3)
4.4.1.1.
( 0.5)(
0.95)
4.4.1.2.
Hair
(1998)(1) 5 3
(2)GFI 0.9(3) AGFI 0.9(4) RMR0.05
32
4.4.1.3.
0.7 0.7
0.5
4.4.2.
3.2
7.086
2.516
4.293
8.973
8.711
9.
1 AMOS
7.0
4.5.
200 9
RMR 0.177 0.05
27.
2
GFI
AGFI
RMR
5
>0.9
>0.9
<0.05
0.630
0.723
0.682
0.177
33
4.6.
28.
t
p
0.598
7.086
0.000
0.36
4.293
0.003
0.236
8.711
0.000
0.072
2.516
0.012
0.263
8.973
0.000
H1
H2
H3
H4
H5
* p0.05
5.1 :
sheth et al.(1991)
240 240
10 230 95.8%
Amos7.0
34
5.2
:
1.
2.
3.
4.
35
(2009)
24(2)1-16
(2005)
20(1)37-48
(2010)
3(4)51-72
(2009):
5(2)1-36
(2011)
(2011)
5(188)134-140
(2007)14(2)125136
(1995)
14(2)21-40
(2009)
J.Agri. & Fore.58(2)121-130
(2007)
36
(2010)
(2006)
14(2)517-549
(2009)-
17(1)33-43
(2011)
5(1)35-53
(2007)
2(3)107-125
(2010)
8(1)33-53
(2012)
21(1)27-38
(2012)
9(3)133-149
(2010)
5(4)19-41
(2012)
32105-121
( 2012)
25(4)51-78
(2011)
Blog 13(4) 781-816
(2009)
10(2)197-223
(2008)
LISREL 1(1)1-22
(2008)
34(1)127-140
2009
11(1)1-28
2009
1633-55
37
(2008)
34(1)307-321
(2013)
10(4)179-202
(2012)
4(4)27-50
Alwitt, Linda F., Pitts, Robert E. (1996). Predicting Purchase Intentions for an
Environmentally Sensitive Product. JOURNAL OF CONSUMER PSYCHOLOGY,
5(1),49-64.
Oliver, Jason D., Lee, Seung-Hee.(2010). Hybrid car purchase intentions: a crosscultural analysis. Journal of Consumer Marketing, 27(2), 96-103.
Ramayah, T., Lee, Jason Wai Chow ., Mohamad, Osman.(2010). Green product
purchase intention: Some insights form a developing country. Resources,
Conservation and Recycling, 54,1419-1427.
Sheth, Jagdish N., Newman, Bruce I.,Gross, Barbara L.(1991). Why we Buy What We
Buy: A Theory of Consumption Values. Journal of Business Research, 22 , 159-170.
38
:
_________
:
:
:0983-367986
Blog
(06)2664911 2400
1. Blog
() ()
2. ()
FB
FG
_______________
3. Blog()
_________
4. Blog
1 1~2 2~3 3~4 4~5 6 ()
5. 1 Blog
1 2 3 4 5 6 7 ()
6. Blog ?
200 () 201~400 401~600 601~800 801~1000
1,001~1,200 1,201~1,500 1,501~2,000 2,001 (
)
7. Blog ()
_____________________
Blog
1. Blog .....
39
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Blog..
Blog .
Blog .
Blog .....
Blog .
Blog......
Blog..
Blog..
Blog..
Blog .
Blog .
...
...
...
...
...
...
Blog...
Blog ..
Blog ......
Blog .... ..
Blog ..............................
....................................................
................................
........................................
................................
................................
Blog ......
Blog .
Blog ....
Blog ..
Blog ..
Blog
Blog ..
Blog ..
Blog ..
Blog ..
Blog ..
Blog ..
1. :
4. :
5000 ()5000~10000 15000~20000 20000~25000
30000 ()
5. Blog
1 2
3 4
5 6 7 8 ()
6.
1 2
3 4
5 6 7 8 ()
7. Blog
6 () 7~12 1~2 2~3 3~4 4~5
5 ()
41