An Empirical Study on Predicting User Acceptance of Blog

국문 초록 (Abstract)

인터넷의 빠른 진화로 인터넷을 사용하는 사람들 누구나가 새로운 콘텐츠를 만들어낼 수 있는 도구로서 블로그가 주목받고 있다. 특히 블로그를 이용한 다양한 커뮤니케이션의 발전으로 블로그 확산 및 블로그 이용에 대한 중요성이 증대되어짐에 따라 블로그와 관련된 다양한 연구들이 진행되어져 왔다. 본 연구는 Fishbein and Ajen (1975)와 Davis (1989)가 제안한 TRA(Theory of Reasoned Action)와 TAM(Technology Acceptance Model) 모델을 이용하여 블로그의 이용에 영향을 미칠 수 있는 새로운 변수를 제안하고 이를 실증적으로 분석하였다. 즉, 본 연구는 블로그를 이용하는 사용자의 인식에 대한 선행요인을 인지된 사용용이성, 인지된 유용성, 인지된 사회적 현존감, 인지된 즐거움, 인지된 이익으로 선정하였고 이를 블로그 이용에 대한 태도, 블로그 이용에 대한 의도로 발전하는 이론적 모델을 제시하였으며, 이와 관련된 실증연구를 실시하였다. 본 연구의 제안모델은 만족할만한 자료 적합도를 보여 주었으며, 제시한 8개의 가설 모두가 통계적으로 유의한 결과를 보여주었다.

목차 (Table of Contents)

• Abstract
• Ⅰ. Introduction
• Ⅱ. Literature review
• Ⅲ. Research model and hypotheses development
• Ⅳ. Research method
• Ⅴ. Discussion and conclusion
• References

참고문헌 (Reference)

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