知識部落格使用者信任傾向與對部落客意見領袖特質之研究─以國內圖資部落格為例

A Study of Knowledge Blog Users’ Trust Propensity and Bloggers Opinion Leader Characteristics: Taiwan LIS Blogs As an Example

王俊堯(Wang Chun-Yao)

指導教授 ： 謝建成

國立臺灣師範大學/教育學院/圖書資訊學研究所/碩士(2009年)

摘要

在web2.0的時代裡，部落格成為後知識經濟時代的主流趨勢之一，而部落格不僅被使用者作為個人心情抒發的管道，同時也成為知識分享與傳遞的管道之一。部落格不僅在學術及課程管理的工具上得到利用，更成為個人知識管理的利器之一，藉由部落格進行知識管理，將個人學習的過程與經驗透過部落格的發布，讓有興趣的使用者也能加入其中參與討論與互動。在透過部落格進行知識分享的過程中，部落客如同意見領袖角色般結合其專業知識及所蒐集之資訊進行整合，將完整資訊與知識與使用者進行分享並產生互動。

本研究為了探究知識部落格使用者對部落客信任傾向及對部落客意見領袖特質之認同是否影響其使用部落格之行為，藉由問卷調查及半結構式訪談法，針對國內圖資部落格使用者進行資料分析與訪談。為了分析圖資部落格使用者之使用行為及影響之因素，問卷調查蒐集373位曾經使用過圖資部落格使用者進行調查，了解其對部落客具備意見領袖特質及對其信任傾向之認同情形，同時針對目前仍在使用圖資部落格使用者進行分析，以了解影響其持續使用之因素；半結構式訪談法則針對目前仍在使用圖資部落格之11位受訪者進行訪談，以進一步了解其對部落客具備意見領袖特質之認知情形及信任傾向。

研究結果發現，使用者多數同意部落客符合意見領袖之特質，同時對於部落客為意見領袖之角色表示認同。在影響使用者使用部落格之因素方面，部落客之個人特質、部落客具備之先備知識及部落客所能帶給使用者之延展性為影響部落格使用者持續使用部落格之因素。此外，「長時間投入心血經營」被使用者視為可能影響使用者之個人特質因素中最重要特質，而「渴求資訊特質」被使用者視為可能影響使用者之先備知識因素中最重要特質，在延展性因素中則未達到顯著性差異，表示其下三種相關特質皆可能被視為是重要特質。在使用者信任傾向之因素方面，受試者與受訪者皆認同信任傾向會影響其使用行為，其中對「透明度越高表示對其信任傾向也越高，而對「對部落格依賴程度高」與「對部落格傳達的資訊不會產生質疑」不能充分反映出使用者對其信任傾向。

關鍵字

知識部落格 ； 意見領袖 ； 信任傾向 ； 意見領袖特質

並列摘要

For the web 2.0 age, blog is one of the main stream in the post-knowledge economy age. Blog is not only a channel which express personal mind by users, but also one of the channel which share knowledge and deliver it. Moreover, blog is not only used by the learning and course management tool, but also became one of the efficient instruments which used to the personal knowledge management. By using blog to be a personal knowledge management, blog users can use blog to publish the process and experience of personal learning, and other users who are interested could join to discuss and interact. In the processing of sharing knowledge through blog, bloggers like the role of opinion leaders which combine their professional knowledge with the information gathering, and try to use the complete information and knowledge sharing then interact with users.

In order to explore if the LIS blog users’ trust propensity and the identification with the opinion leader characteristics will affect the users use blog behavior or not, through questionnaire inquisition and semi-structured interviews, this study aimed at the internal users who had ever used LIS blogs before and then interviewed them. In order to analyze the LIS blog users’ behavior and the impact of factors, this study collected 373 users who had ever used LIS blog by the questionnaire inquisition, and realize the users’ identification with the blogger opinion leader characteristics and the trust propensity to the bloggers. Furthermore, in order to realize the impact factor of the continued behavior, this study aimed at the using-blog users to analyze. Besides, this study expect to understand the identification with the opinion leader characteristics and the trust propensity by the users, and used semi-structured interviews to aimed at 11 interviewers who was using LIS blog.

The results showed that many users agree bloggers conform to the characteristic of the opinion leader, and they identified the role of the opinion leader which the bloggers were. In the aspect of the impact of using blog factors, personal characteristics of the bloggers, the prior knowledge which bloggers had and bloggers bring the extension of the knowledge to the users were the impact of the factors which users continue using the blogs. In addition, “spend more time and energy on operating the blog” is the most important characteristic in the factor of the personal characteristics by users, and “the characteristics of the thirst for the information” is the most important characteristic in the factor of the prior knowledge by users. In the factor of the extension of the knowledge, it didn’t have the significant difference between each user who had been using the blogs. It means maybe three kinds of the characteristics were considered as the important characteristics by users. In the aspect of the trust propensity, both of the testers and interviewers agreed that trust propensity affect the user behavior, especially the diaphaneity was higher, and the trust propensity was higher. But “high reliance on blogs” and “I do not have any doubt on the information presented on blogs” can’t reflect users’ trust propensity to the blogs completely.

並列關鍵字

Knowledge Blog ； Opinion Leader ； Trust Propensity ； Opinion Leader Characteristics

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