探討專業性、引用次數和版型對部落格效果的影響

The Impacts of Professional Form, Times Cited and Types of Editions on Blog Effect

駱昱倫(Yu-Lun Lou)

指導教授 ： 林建煌

國立中央大學/管理學院/企業管理學系/碩士(2006年)

摘要

近幾年來，部落格成為網路上最新崛起的個人媒體，並且以非常驚人的速度在成長，而關於部落格的研究也逐漸的在增加中，而由於部落格主要是以個人日誌的方式撰寫，因此本研究首先先從專業性的角度去探討傳統媒體中的專業性在以個人網誌撰寫的部落格中對於其效果的效果如何；另外部落格往往提供許多制式的格式讓使用者能輕鬆的設計自己的部落格，因而近幾年來部落格作者一直著重在視覺元素的設計上，所以本研究也試圖從部落格中的一些獨特的特性所造成的部落格效果去做進一步的探討，希望能將這些變數對於部落格效果的影響確切的衡量出來，以供企業和日後的研究者能做為參考的依據。
本研究主要是採取實驗室實驗法來進行研究的設計，自行開發十六組網頁和網路問卷以試圖模擬真實瀏覽部落格的情境，並利用ANOVA來檢定本研究的假設。研究結果發現：
1、專業性的高低的確會影響部落格效果，但只有文字內容的效果是顯著的。
2、匿名性高低對部落格效果影響是不顯著的。
3、性別和產品涉入度並不會對文章內容專業性造成干擾效果，但卻意外發現有主效果的存在。
4、使用程度具有干擾效果。
5、求學階段和文章專業性之間存在著交互效果。
6、引用次數的高低會影響部落格的效果。
7、不同的版型對部落格瀏覽者而言並不是那麼重要。
8、引用次數在不同的版面位置上，也會造成不同的部落格效果。
9、版型和性別及涉入程度之間的交互效果存在。
10、求學階段和引用次數間存在著交互作用。

關鍵字

部落格 ； 部落格效果 ； 專業性

並列摘要

Recently the blog has become a popular personal media of emerging newly on the network, and grown up with amazing speed, and the number of the research about the blog is increasing gradually. Because most of blogs are written as personal online dairies, the focus of this research will be how the professional form of traditional media affects blog and its effect on browsers at first. Blogs usually can be made by various forms, which enable users to create their own blogs easily. Therefore the authors of blogs lay great stress on design or vision elements of blogs in these years. This research attempts to discuss the characteristic of blog further with the hope of accurately measuring these variables, which can influence effect of blogs. The results of research can offer enterprises and researcher the referral of blog effects in the future.
This research mainly adopts the laboratory experiment design. Develop 16 group webpage and network questionnaire with attempt to simulate the real situation of blogs, we use the ANOVA to test the hypotheses. The results of study are:
1. Professionalized form can influence the effects of blogs apparently, but only when
the author uses professional wording.
2. Anonymity cannot influence the effects of blogs .
3. Sex and products involvement doesn’t have moderating effects on professional
article, but accidentally finds the existence of main effect.
4. The level of usage has a moderating effect.
5. There is interactive effect between education level and professional article.
6. Times cited will influence the blog effect.
7. Different types of editions are not so important for blog browser.
8. Times cited in different layout positions will cause different effects as well.
9. There are interactive effects among the type of blog, sex, and involvement.
10. There is interactive effect between education level and times cited.

並列關鍵字

professional forms ； blog ； blog effect

參考文獻

1. Cacioppo, J. and R. Petty (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.” Journal of Consumer Research, Vol. 10, No. 2, 135-147.

2. Coffey, B. and S. Woolaorth (2004), “Destroy the scum, and then neuter their families : the web forum as a vehicle for community discourse,” The Social Science Journal 41, 1-14.

3. Ducoffe, R.H. (1996), “Advertising value and advertising on the web,” Journal of Advertising Research, 36, 21-35.

5. Grijpink, J. and C. Prins (2001), “Digital anonymity on the Internet.” Computer Law and Security Report 17(6), 379-389.

7. Hoffman & Novak (1996), “Marketing in hypermedia computer-mediated environment: Conceptual foundations,” Journal of Marketing, 50-68.