部落格使用成因與效果之研究

The Antecedents and Consequences of Blogging Bahavior

林郁琪(Yu-Chi Lin)

指導教授 ： 江義平

國立臺北大學/商學院/資訊管理研究所/碩士(2009年)

摘要

隨著部落格迅速崛起，眾多使用者也會使用部落格作為情感交流與資訊分享之管道。過去研究較少深入探討部落格行為背後的動機與其他要素，故本研究旨在為探討部落格使用成因與產生的效果。
而本研究採集了964位有使用部落格經驗之受訪者，透過因素分析出主要的部落格使用成因可歸納為「人際社交」、「目標導向」、「休閒導向」三大類，而部落格使用行為則有「基本記事」、「進階發表」、「互動反應」，經由使用行為而接收到的認知效果則分別是「社交滿足」和「資訊滿足」兩大效果。經由結構方程模式分析，從整體模式與經營部落格者之模式中發現：(1) 人際社交對對於基本記事、進階發表與互動反應具提升效果； (2)目標導向對於基本記事行
為無正向影響，但會增加進階發表與互動反應之使用； (3)休閒導向會增加基本記事、進階發表與互動反應之行為； (4)基本記事會提升使用者的社交滿足，但對於資訊滿足則無明顯知覺； (5)進階發表會提升使用者的社交與資訊滿足兩知覺； (6)互動反應亦會提升使用者的社交與資訊滿足。最後，本文依研究結果提出了相關的結論與建議。

關鍵字

部落格 ； 使用者行為 ； 部落格使用成因

並列摘要

As the rapid growth of blog services, internet users become to communicate via blogs for emotional exchange and information sharing. Since very few researches focus on discussing the reasons why people blogging. The purpose of this study tries to explore the antecedents and consequences of blogging behavior.
This study uses online survey to collected 964 valid blog users' samples. First, we executed the factor analysis to find out three antecedents of blog use including personal interaction, goal orientation and recreation orientation, and three blogging behavior which contains basic writing, advanced publishing and interactive action. Moreover, two major effects of blogging behavior including social satisfaction and information satisfaction are also extracted.
Analyzing by structural equation modeling, the primary findings are (1) personal interaction has significant impacts on all three blogging behavior; (2) goal orientation only positively influence on advanced publishing and interactive action, but no significant impact on basic writing; (3) recreation orientation also positively influences on all three blogging behavior; (4) basic writing positively influences on social satisfaction but not on information satisfaction; (5) advanced publishing positively influences on both social satisfaction and information satisfaction; (6) interactive action also positively influences on both social satisfaction and information satisfaction. Finally, based on the results, this study also provides further conclusions and recommendations.

並列關鍵字

blog ； blogging behavior ； internet marketing

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