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This study aims at understanding bloggers, for the main purpose of understanding the factors in affecting user behavior intension and usage. The study employs the “technology acceptance” model (Venkates et al., 2003). A questionnaire survey and purposive sampling was conducted for quantitative analysis.

This study first purpose relevant literatures related to Blog, and literature of Behavioral Psychology such as the Theory of Resoned Action (TRA), Theory of Planned Behavior (TPB), and Technology Acceptance Model (TAM) were collected and reviewed. Then, the conceptual framework and hypotheses of this study were developed. Questionnaire survey of this study will be conducted in Taiwan via Internet.

Finally, on the basis of research framework, the questions are if the four constructs: “habit”, “social influence”, “perceived usefulness”, and “pereceived ease of use” will affect user “use intention” and usage or not.

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