部落格初始信任

Abstract

隨著部落格 (Blogs) 以指數成長的速度擴張，尋找適合的資訊將變得十分困難且耗時，特別是針對自己不熟悉的部落格。而在面臨諸多未曾到訪過的部落格時，讀者對部落格的初始信任 (Initial Trust) 將變得十分關鍵，其有助於使用者在短時間內克服不確定感，進而影響未來之再訪意圖。本研究以守門人機制(規章機制、審查機制及導引機制)、部落格聲譽感知與部落格品質感知來探索使用者對部落格之初始信任及其後續再訪與推薦意圖。並透過問卷調查法蒐集資料，以結構方程模式(SEM)為主要分析方法。研究結果顯示，個別的守門人機制對於初始信任分別有不同的影響趨勢，部落格聲譽感知與部落格品質感知對於初始信任有正向影響。對於所有影響初始信任的因子中，又以部落格品質感知之影響最為強烈，而初始信任與未來再訪及推薦意圖皆具顯著正向相關。

As the blogs keep growing exponentially, it has become increasingly difficult and time-consuming to find suitable information for the users, especially when they browse unfamiliar blogs. Initial trust is critical for users to overcome uncertainty and to encourage behavioral intent for future visitation. This paper proposed a theoretical framework for identifying antecedents of initial trust, which were gatekeeping mechanisms (regulation, censorship, and channeling mechanisms), perceived blogs reputation, and perceived blogs quality. Consequences of initial trust concerning intentions to revisit and to recommend were examined. Data was collected through the survey questionnaire and analyzed by structural equation modeling (SEM). Evidence showed that the specific gatekeeping mechanisms broadly influenced initial trust in several different directions. Both perceived blogs reputation, and perceived blogs quality had positive effect on initial trust. Among all the factors affecting initial trust, perceived blogs quality had the strongest influence. Furthermore, the present study also demonstrated that initial trust was significantly correlated with the behavioral intentions to revisit and recommend.