This paper examines key motivators for consumers'attitude towards continuing the reception of existing blog services. Multiple theoretical perspectives are synthesized to hypothetically construct a model of continuance behavior,which is then empirically tested using a field survey of online blog users,and Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) are the study's theoretical bases.The study uses Structure Equation Modeling (SEM) and Importance-Performance Analysis (IPA),and analyzes blog users and the 900 samplings were effectively taken as a result. In addition this thesis also analyzes importance and performance perceived by sampled users in blogs'functions, and gives some suggestions for blogs'vital functions in the future.Two different analysis methods are used in this study:SEM and IPA. Salient results include:(1) blog's usefulness,ease of use,trialability, and observability are positively affecting users' attitude,(2) Base on Importance-Performance Analysis, if the interface is smooth,and it provides multiplicity and uploading functions belonged to quadrant 1, (keep up the good work),and (3) the most important blogs'future functions is sharing resources between blogs associated with quadrant 1,(keep up the good work). Implications of these results for practice and research are provided as result.Finally,the result of this study is expected to serve as a useful guideline for Internet service providers and future research.
