本研究主要目的以科技接受模式觀點，驗證部落格性格對購買意願的影響，且不同程度的可獲性經驗法則可能會影響部落格性格對購買意願的決策影響，因此，探討消費者決策中可獲性經驗法則與性別因素與部落格性格的搭配，所產生影響對購買意願的差異效果。運用實驗設計方法來蒐集並證實本研究假設。
研究結果發現：部落格性格的差異會影響消費者的購買意願；其次，部落格性格對購買意願的影響會受到可獲性經驗法則的正負面而有差異效果，且部落格性格對購買意願的影響不會受到性別的不同而有顯著的影響。

Technology Acceptance Model (TAM) maintains that both consumers’ perceived usefulness and perceived ease of use of technology are influential to their purchasing intention. In view of this, the purpose of this study is to test the impact of blog design personality and availability heuristic and gender on consumers’ purchasing intention from the perspective of TAM. The researcher applies content analysis and experimental design in framing and verifying the structures of the hypotheses. The result reveals that different kinds of personality of
blogs and availability heuristic influence consumers’ purchasing intention. However, gender, in terms of blog’s personality, is not a factor to influence consumers’ purchasing intention.