Factors Affecting Bloggers' Involvement and Commitment in Personal Blogs

在個人部落格中影響部落客涉入及承諾之因素

周惠文(Huey-Wen Chou) ； 林芳綺(Fang-Chi Lin) ； 張秀華(Hsiu-Hua Chang)

《電子商務學報》 11卷1期 (2009/03) Pp. 213-234

https://doi.org/10.6188/JEB.2009.11(1).06

摘要

近年來，由於部落格製作的容易性，致使部落格迅速發展，但部落格的開始容易，不代表所有部落客都將持續進行部落格的寫作，雖然仍有些部落客持續經營長達好幾年，但根據文獻指出有很多人在開始製作部落格一段時間後就停止寫作，故是何種原因促使部落客願意持續花時間經營部落格（部落格涉入）及何種原因增進部落客的承諾，是值得探討的議題。本研究依據874個部落格格主樣本歸納分析，結果顯示擁有較高內在動機之部落客，較願意投入管理部落格，即較多的部落格涉入；而當他們獲得越多的回饋時，他們亦更願意投入管理部落格。此外，研究亦發現部落客參與程度將正向影響部落客對部落格的承諾。

關鍵字

部落格 ； 內在動機 ； 讀者饋頻率 ； 部落客涉入 ； 部落客承諾

並列摘要

In recent years, the blog's less technical characteristic makes the number of blogs has bloomed quickly on the Internet. While blogs are easily started, it doesn't mean that every blogger will last blogging long. While some bloggers continue over several years, considerable proportion quit writing shortly after conducting the blogs. Hence, what factors enable bloggers' willingness to continue conducting bloggers (bloggers' involvement) and facilitate bloggers' commitment is worthily explored. This study reports the results on the survey data from 874 bloggers. The results show that bloggers with higher degree of intrinsic motivation have stronger willingness to spend more time involving in conducting their own blogs. Furthermore, the more feedback they receive, the more time they spend in conducting their own blogs. Besides, the findings of this study found that bloggers' involvement positively affects bloggers' commitment.

並列關鍵字

Blog ； intrinsic motivation ； feedback frequency ； bloggers' involvement ； bloggers' commitment

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