部落格被視為繼電子郵件、電子佈告欄、即時通訊後的第四個網際網路的殺手應用。因此，不論是實務界或學術界對於部落格，「部落格的使用行為」成為一門爭相研究的議題。然而，仍舊沒有一個完整的架構來解釋部落格的使用動機及其影響因素。
本篇研究以「計畫行為理論」中的「態度信仰架構」加以延伸，來探討個人價值中的社會價值、實用價值、娛樂價值、心裡價值何者為部落格使用者的主要動機。此外，我們更深入探討過去使用經驗、依附型態、資訊接受者、部落格型態，哪些影響因素對於此架構有調節作用。
本研究採用問卷調查法來調查網路使用者未來使用部落格的意圖，並利用PLS進行統計分析。結果發現，在四項個人價值中社會價值與心理價值是使用者的主要動機，而娛樂價值是影響較輕微的。接著，相較於重度使用者，個人價值較容易影響輕度使用者意圖使用部落格。此外，心理價值對於焦慮依附型態的使用者影響力較小。而部落格的資訊接受者是較為親密的朋友時，心理價值更顯得重要。最後，在不同的部落格型態下，心理價值的影響是不同的。
總而言之，本篇研究整合了以往在部落格議題中破碎且片段的研究，以完整的架構來解釋部落格的未來使用意圖。延伸了傳統的態度信仰架構，以社會心理學的理論加以補充。提供往後部落格研究一個參考架構，以及給予發展部落格的公司一些行銷建議。

Behind “e-mail“, “BBS”, “Instant Messenger”, weblog is regarded as the fourth kind of “killer application” of the Internet. Therefore, “weblog usage behavior” becomes a popular issue to study in not only industry but also academia. However, there is still not a complete framework to explain the motivation of blog usage and the influence factors.
This research extends the ‘Attitudinal Belief Structure’ of ‘Theory of Planned Behavior’ and discusses which personal values among social value, utilitarian value, hedonic value and psychological value are the main motivations to use blog. In addition, we look into ‘past use’, ‘attachment styles’, ‘information recipients’ and ‘blog type’ deeply to find out which influence factors moderate the research model.
This study used survey method to collect data from the Internet users and use PLS to analyze it. The result found the social value and psychological value are significant motivations among four personal values, and the influence of hedonic value is comparatively week. Then, the influence of personal value on blog usage intention is generally weaker among heavier users than among lighter users. Otherwise, psychological value influence people with preoccupied attachment style less. However, when the information recipients of blog trend to intimate friends, psychological value becomes more important. Finally, as types of blog are different, the influence of user’s psychological value on future usage intention will be different.
In sum, we extend the ‘Attitudinal Belief Structure’ and renew it with social psychological theories to build a complete model. The research model can offer future study a framework to refer, and give weblog .com several marketing suggestions.

CHAPTER1. INTRODUCTION 1
1.1. BACKGROUND AND RESEARCH MOTIVATION 1
1.2. RESEARCH QUESTIONS6
CHAPTER2. LITERATURE REVIEW 4
2.1. THEMOTIVATION OF IT USAGE 4
2.2. ATTITUDINAL BELIEF STUCTURE 7
CHAPTER3. THE RESEARCH MODEL AND HYPOTHESES 10
3.1. RESEARCH MODEL 10
3.2. THEORETICAL FOUNDATION AND RESEARCH HYPOTHESIS 12
3.2.1 EXTENDED SOCIAL VALUE 12
3.2.2 EXTENDED UTILITARIAN VALUE 13
3.2.3 EXTENDED HEDONIC VALUE 14
3.2.4 THE MODERATOR -- PAST USE 15
3.2.5 PSYCHOLOGICAL VALUE 18
3.2.6 FACTORS INFLUENCING PSYCHOLOGICAL VALUE 21
3.3. OPERATIONAL DEFINITIONS, DIMENSIONS AND DETAILED FACTORS 28
CHAPTER4. RESEARCH METHOD 31
4.1. SUBJECT 31
4.2. MEASUREMENT 32
4.3. PROCEDURE 35
4.4. DATA COLLECTION 36
CHAPTER5. DATA ANALYSIS 38
5.1. ASSESSMENT OF THE MEASUREMENT MODEL 38
5.2. ANALYSIS OF THE STRUCTURAL MODEL 45
5.3. ANALYSIS OF CONTROL VARIABLES 49
CHAPTER6. DISCUSSION AND IMPLICATION 51
6.1. RESULTS AND DISCUSSION 51
6.2. CONTRIBUTIONS 54
6.4. LIMITATION AND SUGGESTIONS FOR FUTURE STUDY 56
APPENDIX 57
REFERENCE 62

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