部落格內容形式、背景音樂與瀏覽者態度、行為意圖關係之研究

In the Internet age, the emergence of not only the blog provides a timely manner is different from the traditional forms of new media network record, but also to meet the user performance and exclusive in its own unique needs of style, What is more, closer to users and the distance between the viewer and enhance the mutual interaction. How to attract viewers into the blog to improve the blog's popularity seems to have the trend of the times. The purpose of this study are based on the experimental design, trying to understand the blog viewers blog content for the form of background music and the difference in attitude and their behavior caused by the follow-up intentions. 1.If it is difference in the attitudes and behavior intentions of viewers under the different content blogs. 2.If it is difference in the attitudes and behavior intentions of viewers under the different background music. 3.Under the blog content and background music combinations if it is difference in the attitudes and behavior intentions of viewers. 4.Under the blog content and background music combinations if the attitudes of viewers affect behavior intentions. In this study, the following 29-year-old viewers for the main study, respondents through the Internet to obtain a questionnaire survey among 327 questionnaires, a total of 301 valid questionnaires, and then based on statistical analysis of sample data. The analytic ways include Descriptive Statistics Analysis, Factor Analysis, Reliability Analysis, Correlation Analysis, ANOVA, F test, T test, and Regression Analysis. The result of analysis as follow: 1.When there is background music on blogs, it is no significant difference within the attitudes of viewers under the different content blogs, but the behavior intentions is significant difference. 2.When there is background music on blogs, it is no significant difference in the attitudes and behavior intentions of viewers under the different background music. 3.Under the blog content and background music combinations, it is no significant difference in the attitudes and behavior intentions of viewers. 4.When there is no background music on blogs, it is significant difference in the attitudes and behavior intentions of viewers under the different content blogs. Under the blog content and background music combinations, the attitudes of viewers affect behavior intentions significantly.