部落客動機與行為之研究

The dynamic analysis of blogger motivations and behavior over the blogspan

熊得豪(Der-Hao Hsiung)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02614

摘要

本研究探討日記型部落客動機與行為的改變。我們參考過去部落客動機研究文獻設計出網路問卷採樣日記型部落客。探索式因素分析顯示出七項部落客動機：(1) 社交需求 (2) 影響他人 (3) 獲得獎勵 (4) 記錄生活 (5) 情緒抒發 (6) 分享慾 (7) 自我表達。其中，受測者認為「自我表達」、「情緒抒發」、「記錄生活」與「分享慾」是現今與當初寫部落格最重要的動機，而最不重要的動機為「社交需求」、「影響他人」與「獲得獎勵」。此外，成對ｔ檢定的結果顯示「記錄生活」、「自我表達」和「情緒抒發」的動機從初期到現今有顯著的下降。整體來說，受測者現今從內在動機相對於外在動機獲得較高的滿足感。我們提出四個原因解釋部落客動機的改變　(1) 新網路社交平台的崛起 (2) 對網路隱私的顧慮 (3) 動機未被滿足 (4) 來自其他部落格的靈感。另外，部落客寫部落格的行為也有顯著的減少。兩個主要原因為 (1) 新網路社交平台的操控簡易度和及時性更勝過於傳統部落格 (2) 隨著部落格人口的下滑，部落客逐漸失去促使他們寫部落格的對象。總體而言，新網路社交平台的崛起巨大地影響部落客寫部落格的動機及行為。未來研究可以檢視新網路社交平台對於其他種類部落客的影響。

關鍵字

部落客動機 ； 部落客行為 ； 日記型部落客 ； 動機改變

並列摘要

The objective of the current research was to explore the change in personal journal bloggers’ motivations and behavior over time. An online survey based on the previous blogger motivation research was constructed to sample exclusively journal bloggers for our study. The result of exploratory factor analysis yielded 7 distinctive blogger motivations: (1) Social Interaction (2) Influence (3) Rewards (4) Document of Life (5) Outlet (6) Sharing (7) Self Expression. ‘Self Expression’, ‘Outlet’, ‘Document of life’, and ‘Sharing’ were rated as the most important motivations while ‘Social Interaction’, ‘Influence’, and ‘Rewards’ were the least important both currently and initially. Moreover, paired-samples t-test demonstrated a significant decrease in the level of motivations ‘Document of Life’, ‘Self Expression’, and ‘Outlet’ over time. Generally speaking, the respondents indicated intrinsic motivations were better fulfilled than extrinsic motivations currently. We proposed four reasons that explained the change in blogger motivations: (1) the rise of new online social networking tools (2) the concern over online personal privacy (3) motivation unfulfillment (4) inspiration by other blogs. However, a significant decrease in blogger behavior was also observed. Two reasons were found to account for the decline. First, the new online social networking tools (e.g. Twitter, Facebook, Plurk BBS, etc) are easier and faster modes of communication than traditional blog. Second, with the decrease in blogging population, bloggers lost the audience that motivated them to blog. Overall, the emergence of new forms of online social networking medium greatly affects journal bloggers’ motivations and behavior. Future research can further examine their impact on other types of bloggers.

並列關鍵字

Blogger Motivation ； Blogger Behavior ； Journal Bloggers ； Change in Motivation

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