個人經營部落格的動機與認知價值關聯性之研究

A Study on Relationship between Motivation of Operating an Individual Blog and Perceived Value

傅三祐(San-you Fu)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

網際網路邁入Web 2.0的時代，網路型態亦隨之更新與改變，使用者漸漸的從原本旁觀者的角色轉變為主要的參與者，而部落格的風潮襲捲了全球，強調以人為主要核心，建立具「個人化」及「互動性」的社群網站。作為Web 2.0具代表性的殺手級應用，部落格近年來的快速崛起改變了媒體及網路生態。而部落格就像是一個品牌，需要用心且積極的經營，才能獲得顧客的認同，與顧客建立長期的關係。本研究的目的在於探討個人部落格的成立動機與其成效的關聯性，針對經營部落格的網友，探討經營部落格動機與體驗及認知價值之關聯性，發放問卷份數為250份，有效樣本數為218份。本研究將個人成立部落格的動機包含資訊獲取、紀綠生活、表達情感、提供評論、尋求獲利等五大構面，研究結果顯示，成立部落格的動機會正向影響部落格體驗，也會影響部落格的認知價值，並以體驗行銷為中介變數，依此結論，本研究針對部落格的經營以及部落格行銷提供具體的建議。

關鍵字

部落格的動機 ； 部落格 ； 認知價值 ； 部落格體驗

並列摘要

Due to the new era of Web 2.0, the World Wide Web starts to change its original style. The internet user gradually changes its role from the observer into the main participator. At the same time, the blogger becomes popular all over the world. It emphasizes individual as the force at the core of the Internet, has provided “personalized” and “interactive” community sites. As an important application of Web2.0, blog has been quickly spreading all around the world. Because of its up-to-date and communicative characteristics, the public gradually think blog has more reliable media than the traditional. On the other hand, appearance of the blog also indirectly changes the style originally of the World Wide Web through the creating the personal webpage with free-style and sharing the information with the social sites. The speedy development of internet network, declare the arrival of times of personal media. The blog is like the brand of a product. It needs to deal properly with all kinds of complicated situations and manage effectively in order to be acknowledged by customers. And it’s how every business making its good long-term relationship with customers. Therefore, the purpose of this research is to investigate the relationship between motivation of operating individual blog and perceived value. The dimensions of blog motivations included information search, records of life, affect expression, providing comments, and getting profits. 250 queationnaires were sent to bloggers and 218 valid data were gathered .The results of analysis show that motivation will have positively impact on perceived value, and this relationship is mediated by blog experiences.

並列關鍵字

motivation of blog ； blog experience ； perceived value ； blog

參考文獻

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