| Summary |
Yuan-Feng Lan, 2008.06
Department of Transportation Technology and Management National Chiao Tung University
With the population of internet, the numbers of blog users raise day after day. The competition of market of blog service providers being heated, if the managers want to keep in progress, they should understand blog user's behavioral intention and actual behavior of choices in advance, so the managers could provide more high-standard service according to blog user's specialties of demand. This research try to catch the blog service provider choice behavior of blog users with questionnaire based on the choice theory. This research alsos adopt multinominal logit model to construct a blog service choice behavior model of blog users and considers the blog characteristic while constructing utility function of blog service.
We hold the opinion that the utility of blog service provider is compose of user characteristics, website characteristics, community influence and value added services. The result of the research is as follows:
1. The result of analysis shows that history of blog user, satisfaction of dealing with problems and freedom and flexibility are significant.
2. The analysis of multinominal logit model result shows that if we add the following variables, the user characteristics and community influence, to choice behavior model of blog users, the goodness of fit will be improve in evidence. This shows that adding the user characteristics and the effect of groups to choice model has better interpret ability for the choice behavior of blog users.
3. The results of discrete choice model shows that for the blog service brand, only Wretch be significant. And for website characteristics, only the ability to deal the problems be the significant. And for community influence, only the celebrity be significant. But it is a negative impact. |
