網際網路的蓬勃發展,不斷地會有新的網路應用出現,其中Blog是近來最熱門的網路應用,其影響力所及個人、企業甚至是政治,所以Blog的使用引起許多人的注意。網路使用者利用Blog作為個人的電子日記,記錄生活瑣事,工作心得,美食評論,交友經驗等,其內容可以是文字、音樂,甚至是多媒體影像。本研究係針對使用Blog的創作者(即Blogger),藉由研究定位、動機及行為這三大構面,來探討其相互之間的關聯性,希冀可以明確找出網路使用者使用Blog的意義為何,引申出Blog為何流行的原因。 本研究係針對使用Blog創作者(即Blogger),利用問卷調查的方式,分析其使用的動機及其產生的行為,探討兩者之間的關聯性(relationship)。 研究結果發現,資訊獲取的動機會正面影響資訊瀏覽的行為;自我的動機會正面影響資訊交流行為;情感抒發的動機會正面影響資訊交流行為;提供評論或意見的動機皆會正面影響資訊瀏覽與資訊交流的行為。希望藉由本研究對於Blog使用的初探,能夠帶給後續的研究工作者參考價值,也希望能幫助網路公司去思考如何提供網友更人性化、更貼近使用需求的Blog,以達到更多的經濟收益。
Because of development of internet, there are so many network applications emerging constantly. Among these applications, Blog is the hottest network application recently. It influences individuals, business, and even politics. Many people pay attention to use of Blog. Internet users use it as a personal electronic diary to record everything of life, feeling of job, comments of food, experience of making friends, and so on. The content of the Blog include words, music, and even multimedia. The subject of research is focused on creators of the Blog (i.e. Blogger). By study of motivation and behavior, we want to find the relationship between them. We wish that we can know why Blog is so popular by finding out meanings that internet users use Blog. By survey of questionnaire, we can analyze the motivation and behavior related to Blog and discuss the relationship between them. According to result of analyses, we find that the motivation of information acquiring will positively influence the behaviors of information browsing; the motivation of documenting my life positively influence the behavior of information exchange; the motivation of catharsis will positively influence the behavior of information exchange; the motivation of commentary will positively influence the behavior of information acquiring and exchange. By the first study of Blog, we wish that this thesis has some research contributions to researcher whom interested in Blog, and can help some net companies to think how to provide people with more humanly, more convenient Blog for earning more revenue.