部落格是被廣泛使用的網際網路應用之一，然而在個人閱讀/寫作習慣對於部落格的採用和學習效用卻缺乏相對的瞭解。因此，本研究的目的為解答下面三個研究問題。首先，調查個人的閱讀和寫作習慣是如何有助於部落格採用。第二，根據Roger的創新擴散理論，本研究調查個人習慣的特性與其部落格採用階段是否有所關聯，例如個人習慣的特性是否會影響一個人成為早期或晚期的部落格採用者。本研究以問卷調查法向210位部落格使用者發放問卷並進行資料蒐集，試圖瞭解閱讀及寫作習慣(包含閱讀及寫作的態度與行為模式)對部落格採用之間的關係。本研究採用多元迴歸與邏輯迴歸分析所收集的資料並進行假說檢定，研究結果顯示，閱讀及寫作的習慣是部落格採用的重要預測因子。後續的分析顯示，有高度閱讀習慣的人傾向成為早期的部落格採用者，然而，有高度寫作習慣的人並無發現類似的結果。第三，本研究透過另一份調查問卷試圖瞭解在一個學習部落格中，個人習慣程度之輕重(包含態度與行為模式)對於學習效用之高低(包含成效與滿意度)之間的關係。本研究發展一個「學習者文摘(Learner’s Digest)」 部落格作為一個實驗場域，此部落格提供各種有益的文章訊息來促進有意義的學習。在此部落格中共有73名讀者和56名作者參與本次實驗，本研究使用邏輯迴歸來分析所蒐集到的資料並驗證假說。結果顯示在學習者文摘部落格中，有重度閱讀和寫作習慣的人會具有顯著較高的學習效用。在本論文中亦會呈現討論和意涵。

Blogs are one of the most widely used Internet applications; however, a relative lack of attention has been paid to understanding blog adoption and blog learning effectiveness with respect to one’s reading/writing habits. Therefore, this research is aimed at answering three research questions. Firstly, it investigates how one’s reading and writing habits contribute to blog adoption. Secondly, based on Roger’s diffusion of innovation (DOI) theory, this research investigates whether individuals’ habitual characteristics have some sort of relationship with their stage of blog adoption, such as being an earlier or later blog adopter. A survey was conducted in order to understand the relationship between individuals’ reading/writing habits, in terms of their reading/writing attitudes and reading/writing behavioral patterns, and their adoption of blogs. A total of 210 blog users participated in the study. Hypotheses were tested and data were analyzed using multiple regression analysis and logistic regression analysis. The results revealed that reading and writing habits are significant predictors of blog adoption. A subsequent analysis showed that people with a stronger reading habit tended to become early blog adopters; this consequence was, however, absent in those with stronger writing habits. Thirdly, a survey was conducted in order to understand the relationship between an individuals’ degree of habit (i.e., heavy and light), in terms of their attitude and behavioral patterns, and the level of learning effectiveness (i.e., high and low) of a learning blog, in terms of their learning performance and satisfaction. Thus, in the current research, a “Learner’s Digest” blog with informative blog posts to facilitate meaningful learning was developed. A total of 73 readers and 56 writers from the “Learner’s Digest” blog participated in the study. Hypotheses were tested and data were analyzed using logistic regression analysis. The results revealed that having a heavy reading and writing habit had a positive significant influence on high learning effectiveness. Discussions and implications are also presented.

Table of Contents
論文提要 ii
Acknowledgement iii
Abstract v
摘要 vii
Table of Contents viii
List of Figures xi
List of Tables xii
Chapter 1 Introduction 1
1.1 Research Background and Motivations 1
1.2 Research Objectives and Research Questions 8
1.3 Terminology 9
1.4 Overview of this Study 11
Chapter 2 Theoretical Background 13
2.1 Blog and Blog Adoption 14
2.2 Reading/writing habit contributions to blogging 19
2.3 Diffusion of Innovation (DOI) 21
2.4 Blogs in a learning context 24
2.5 Learning blogs and Learning Effectiveness 26
Chapter 3 Research Design and Method 29
3.1 Research Framework, Construct Definitions and Research hypotheses 29
3.2 Research Methods 35
3.2.1 Instruments 35
3.2.2 Participants and data collection 36
3.3 Constructs Measurement 41
3.3.1 Reading Habit Questionnaire Items 42
3.3.2 Writing Habit Questionnaire Items 43
3.3.3 Blog Adoption Questionnaire Items 44
3.3.4 Learning Effectiveness of Learning Blog Participation 45
3.4 Data analysis methods 46
3.4.1 Descriptive statistics analysis 46
3.4.2 Validation and Reliability of the Measurement Variables 46
3.4.3 Multiple Regression Analysis 47
3.4.4 Logistic Regression 48
Chapter 4 Results and Discussions 49
4.1 Results and discussions of blog adoption and its stages of adoption 49
4.1.1 Comparing of adopter categories between Diffusion of Innovation (DOI) and present study: 50
4.1.2 Measurement results for relevant research variables 51
4.1.3 Comparing among the constructs with gender and education 55
4.1.4 Comparing the difference of dimension’s mean score based on respondents age group. 57
4.1.5 The effect of reading and writing habits on blog adoption 59
4.1.6 Degrees of reading/writing habits and stages of blog adoption 60
4.1.7 Predictions of blog adoption in terms of habits 65
4.2 Results and discussions of learning effectiveness 66
4.2.1 Learner’s Digest Blog 67
4.2.2 Measurement Results for Relevant Research Variables 70
4.2.3 Comparing among the constructs with gender and education 75
4.2.4 Comparing the difference of dimension’s mean score based on respondent’s age group. 78
4.2.5 Degree of reading and writing habits and level of learning effectiveness 80
4.2.6 Predictions of learning effectiveness in terms of habits 86
Chapter 5 Conclusion 88
5.1 Findings 88
5.2 Contributions 90
5.3 Limitations and Future directions 91
REFERENCES 93
APPENDIX I: QUESTIONNAIRE OF BLOG ADOPTION 107
APPENDIX II: QUESTIONNAIRE OF LEARNING EFFECTIVENESS 116

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