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1.

(Blogger)
(Hennig-Thurau et al.2004)

1.2

1.3
1.3

1.

2.1 (Theory of Reasoned Action-TRA)


(Theory of Reasoned Action TRA)
Fishbein Ajzen(1975)

TRA

()
TRA
TRA
TRA

( 2015)

2.1.1

(Fishbein and
Ajzen1975 2011)
(2011)

478 405 Bartlett

(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

Expectation-Confirmation Theory, ECT

(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

400 288 AMOS-5.0

(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

Gwinner and Gremler(2000)


2012)
()
1..
2.
3.
4.
5.
6.
6.
3.4.1-4
19

(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..

(Dodds et al.199 Schiffman and Kanuk.2004)

()
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

143 ( 86.1%) 31-40 4 ( 2.4%)41-50 4


( 2.4%) 18-25
86.1
13.

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

Cronbachs < 0.3


0.3 Cronbachs < 0.4
28

0.4 Cronbachs < 0.5


0.5 Cronbachs < 0.7
0.7 Cronbachs < 0.9
0.9 Cronbachs
ronbach(1951)

()
()

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

*** p0.001** p0.01

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

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1. Blog
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2. ()

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FG

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4. Blog
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5. 1 Blog
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1,001~1,200 1,201~1,500 1,501~2,000 2,001 (
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1. :

2. : 17 () 18~25 26~30 31~40 41~50


51 ()
3. : () ()
40

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 ()

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