- 學位論文
影響部落格經營之研究–以期望理論觀點
Why bloging? a study of the motivation of being a blogger
摘要
現階段全球已超過7,000萬的部落格，每天也以平均120,000個新增的驚人速度成長。對於這些大量的部落客(Blogger)來說，經營部落格的動機與態度為何？在本篇研究中，研究者以Victor Vroom在1964年所提出的期望理論（expectancy theory）為理論基礎，探討部落客經營他們部落格主要的的動機與期望為何。本研究分別就期望理論中的吸引力、認知機率所構成之方程式進行分析，以Vroom所提出的價值模型作為研究架構，從內在動機以及外在動機作為問卷問項，針對國內大學生進行問卷調查與探討。 雖然部落客經營部落格具有其重要性，但過去研究缺乏對部落客動機的相關研究。多數研究僅探討接受程度、獲利模式、傳播效能與社會網絡。因此本研究欲探討的問題如下： 1.從內在及外在動機探討部落客的經營動機。 2.依照期望理論，解釋經營部落格的原因。 3.部落格經營與實際績效的相關程度。 研究結果指出，（1）部落格經營動機正向影響其經營意圖；（2）部落格經營的意圖正向影響經營投入程度；（3）部落客發表文章的數量正向影響所產生的績效；（4）部落客經營部落格時間的長短只對文章回應數有影響；（5）女性部落客的經營部落格的意圖和經營時間比男性部落客高；（6）未滿20歲的部落客發表文章的數量比20歲以上的部落客多；和（7）不同平均上網時間的長短只對經營投入程度有影響。研究者希望發展一套檢測部落客經營部落格動機的模式，能夠檢測不同類型的部落客對於經營自己部落格的動機。
並列摘要
At this stage the world that have more than 70,000, 000 thousand blogs, the daily average 120, 000 new astonishing speed growth. For a lot of these bloggers, what is motivation and attitude that they involve their blogs? In this study, Victor Vroom researcher in 1964 pointed out expectancy theory for the theoretical basis to discuss bloggers to involve their blogs of the main motivations and expectations are. This study on the theory of attractive and cognitive probability's formula, Vroom pointed out to the valence model for study architecture, intrinsic motivation and extrinsic motivation for questionnaire items. In view of college students conducted a questionnaire survey and exploration. Although it is importance to the bloggers involved their blogs, but the lack of past research on blogger’s motivation of related research. Most studies only to investigate the extent of profit models, the mass performance and social networks. Therefore this study was to explore the questions are as follows: 1. From the intrinsic and extrinsic motivation to explore off the involving bloggers’ motivations. 2. In accordance with the expectations theory to explain the bloggers to involve blogs. 3. Involving blogs with the performance of the correlation. The results indicate that (1) involving blogs of motivation positive impact their business intentions; (2) involving blogs of motivation positive impact on the intent of the input; (3) bloggers’ number of published articles positive impact on the involving performance; (4) involving blogs only the length of the article in response to several influential; (5) Female bloggers’ intent of involving blogs and the involving hours are high than men’s ; (6) under 20-year-old bloggers’ number of published articles are more than over the age of 20; and (7) different average duration of the Internet only to the extent affecting involving investment. The Researcher hopes to develop a set of involving passenger detection blogs of motivation model to detect different types of tribes to involve their own blogs' motives.