本研究旨在從部落客的虛擬能力觀點，瞭解影響部落格使用者黏著度之因素。基於Wang and Haggerty [3]所提出的「虛擬能力模式」（virtual competence model），發展研究模式與研究假設， 用以探討部落客成功經營部落格所需具備的關鍵能力，及該能力對部落格之影響力與吸引力的影 響，進而增強使用者對部落格黏著度之關係。研究方法採用實證的問卷調查法，對台灣地區前五 大知名部落格網站平台使用者進行抽樣調查，共計回收有效問卷228 份，所蒐集的資料採用結構 方程模式統計工具SmartPLS 2.0 進行資料分析，以驗證所提研究模式的正確性。研究發現部落 客的虛擬能力包含「數位媒體應用能力」、「資訊整合能力」、「自我展現能力」、「社群能力」等四 項關鍵能力，各項能力會分別對部落格的「影響力」與「吸引力」產生正面影響，進而促進使用 者對部落格的「黏著度」。本研究成果發展並實證了以部落客虛擬能力為觀點，影響部落格使用 者黏著度之研究模式，其可作為部落格經營相關學術研究與實務應用的重要參考。

This research attempts to study how blogers’ virtual competence which affects the influence and attraction of a blog and the stickiness of the blog. Based on the Virtual Competence Model (VCM) that is proposed by Wang and Haggerty [3], the research develops a research model and seven hypotheses. The model identifies four critical bloggers’ virtual competence: multi-media application, information integration, self-exposing, and social capabilities, and their impact on the influence and attraction of a blog. Moreover, the model also indicates the relationships between the influence and attraction of a blog and users’ stickiness to the blog. The questionnaire data was collected from 228 user samples from the top five blog platforms in Taiwan by using survey method. The partial least squares (PLS) method －SmartPLS 2.0 software is empirically used to validate the proposed research model and hypotheses. The empirical results show the identified four capabilities have positive effects on the influence and attraction of a blog and then strengthen the users’ stickiness to the blog. The research concludes with several implications and suggestions for future research and contributes to the basis of theories and practices for blogs operation.