Title

部落格使用成因與效果之研究

Translated Titles

The Antecedents and Consequences of Blogging Bahavior

Authors

林郁琪

Key Words

部落格 ; 使用者行為 ; 部落格使用成因 ; blog ; blogging behavior ; internet marketing

PublicationName

臺北大學資訊管理研究所學位論文

Volume or Term/Year and Month of Publication

2009年

Academic Degree Category

碩士

Advisor

江義平

Content Language

繁體中文

Chinese Abstract

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。

English Abstract

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.

Topic Category 商學院 > 資訊管理研究所
社會科學 > 管理學
Reference
  1. 葉俐君 (2006). 基於轉換成本觀點探討部落格平台之顧客保留影響因素,中原大學資訊管理學系未出版碩士學位論文。
    連結:
  2. Ajzen, I. (1985), From Intentions to Actions: A Theory of Planned Behavior. Action-Control: From Cognition to Behavior, Heidelberg: Springer.
    連結:
  3. Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach. Psychological Bulletin, 103(3), 411-423.
    連結:
  4. Babin, B. J., Darden W. R. & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-56.
    連結:
  5. Bagozzi, R. P., & Yi, Y. (1988). On The Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
    連結:
  6. Bailey, J.E. & Pearson, S.W. (1983). Development of A Tool for Measuring and Analyzing Computer User Satisfaction. Management Science, 29(5), 530-545.
    連結:
  7. Beatty, S.E., Mayer, M.L., Coleman, J.E., Reynolds, K.E., & Lee J. (1996). Customer-Sales Associate Retail Relationships. Journal of Retailing, 72(3), 223-247.
    連結:
  8. Bentler, P. M., & Bonett, D. G. (1980). Significance Tests and Goodness of Fit in the Analysis of Covariance Structures. Psychological Bulletin, 88, 588-606.
    連結:
  9. Blood, R. (2004). How Blogging Software Reshapes the Online Community. Communications of the ACM, 47(12), 53-55.
    連結:
  10. Du, H. & Wagner, C. (2006). Weblog Success: Exploring the Role of Technology, International Journal of Human-Computer Studies, 64(9), 789-798.
    連結:
  11. Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
    連結:
  12. Goldsmith, R. & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 1-16.
    連結:
  13. Guielford, J. P. (1965). Fundamental Statistics in Psychology and Education (4th ed.), New York: McGraw-Hill.
    連結:
  14. Hagel, J. & Armstrong, A.G. (1997). Net Gain: Expanding Markets Through Virtual Communities. Boston, MA: Harvard Business School Press.
    連結:
  15. Henning-Thurau, T., Gwinner, K. P., Walsh G., & Gremler D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18 (1), 38-52.
    連結:
  16. Herring, S. C., Scheidt, L. A., Bonus, S., & Wright, E. (2004). Bridging the Gap: A Genre Analysis of Weblogs. Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences, IEEE Press.
    連結:
  17. Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer- Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(July), 50-68.
    連結:
  18. Holland, J., & Baker, S. M. (2001). Customer Participation in Creating Site Brand Loyalty. Journal of Interactive Marketing, 15(4), 34-45.
    連結:
  19. Hsu, C., & Lin, J. (2008). Acceptance of Blog Usage: The Roles of Technology Acceptance, Social Influence and Knowledge Sharing Motivation. Information & Management, 45(1), 65-74.
    連結:
  20. Hu, L., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1), 1-55.
    連結:
  21. Huang, C., Shen, Y., Lin, H., & Chang, S. (2007). Bloggers' Motivations and Behaviors: A Model. Journal of Advertising Research, 47(4), 472-484.
    連結:
  22. Huang, L., Chou, Y., & Lin, C. (2008). The Influence of Reading Motives on the Responses After Reading Blogs. CyberPsychology and Behavior, 11(3), 351-355.
    連結:
  23. Ives, B., M.H. Olson & Baroudi, J.J. (1983). The Measurement of User Information Satisfaction, Communications of the ACM, 26(10), 785-793.
    連結:
  24. Johnson, T. J. & Kaye, B. K. (2004). Wag the Blog: How Reliance on Traditional Media and the Internet Influence Credibility Perceptions of Weblogs Among Blog Users. Journalism & Mass Communication Quarterly, 81 (3), 622-642.
    連結:
  25. Kaiser, H. F. & Rice, J. (1974). Little Jiffy Mark IV. Educational and Psychological Measurement, 34 (Spring), 111-117.
    連結:
  26. Net/Work/Theory, Maastricht, The Netherlands.
    連結:
  27. Lin, C. J. & Lu, H. (2000). Towards and Understanding of Behavioral Intention to Use a Web Site. International Journal of Information Management, 20(3), 197-208.
    連結:
  28. McDonald, R. P., & Ho, M. R. (2002). Principles and Practices in Reporting Structural Equation Modeling Analyses. Psychological Methods, 7, 64-82.
    連結:
  29. Miller, T.E. (1996). Segmenting the Internet. American Demographics, 18(7), 48-52.
    連結:
  30. Miura, A., & Yamashita, K. (2007). Psychological and Social Influences on Blog Writing: An Online Survey of Blog Authors in Japan. Journal of Computer -Mediated Communication, 12(4). 1452-1471.
    連結:
  31. Moon, J., W., & Kim, Y., G. (2001). Extending the TAM for a World-Wide-Web Context. Information and Management, 38(4), 217-230.
    連結:
  32. Moor, A. de & Efimova, L. (2004). An Argumentation Analysis of Weblog Conversations. Proceedings of the 9th International Working Conference on the Language-Action Perspective on Communication Modelling, New Brunswick, NJ.
    連結:
  33. Nadkarni, S., & Gupta, R. (2007). A Task-based Model of Perceived Website Complexity. MIS Quarterly, 31(3), 501-524.
    連結:
  34. Negash, S., Ryan, T., & Igbaria, M. (2003). Quality and Effectiveness in Web-Based Customer Support Systems. Information and Management, 40(8), 757-768.
    連結:
  35. Nunnally, J. C. (1978). Psychometric Theory (2nd ed.), New York: McGraw-Hill.
    連結:
  36. Papacharissi, Z. (2002). The Self Online: The Utility of Personal Home Pages, Journal of Broadcasting & Electronic Media, 46 (3), 346–368.
    連結:
  37. Park, C. H. & Kim, Y. G. (2006). The Effect of Information Satisfaction and Relational Benefit on Consumers' Online Shopping Site Commitments. Journal of Electronic Commerce in Organizations. 4(1), 70-90.
    連結:
  38. Perse, E. M., & Dunn, D. G. (1998). The Utility of Home Computers and Media use: Implications of Multimedia and Connectivity. Journal of Broadcasting & Electronic Media, 42 (4), 435-457.
    連結:
  39. Rheingold, H. (1993). The Virtual Community: Homesteading on the Electronic Frontier. HaperPerennial, New York.
    連結:
  40. Schmidt, J. (2007). Blogging Practices: An Analytical Framework. Journal of Computer Mediated Communication, 12(4), 1409–1427.
    連結:
  41. Song, I., Larose, R., Eastin, M., & Lin, C. (2004). Internet Gratifications and Internet Addiction: On the Uses and Abuses of New Media. CyberPsychology & Behavior, 7(4), 384-394.
    連結:
  42. Sorapure, M. (2003). Screening Moments, Scrolling Lives: Diary Writing on the Web. Biography, 26 (1), 1-23.
    連結:
  43. Thorson, K. S. & Rodgers, S. (2006). Relationships between Blogs as eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Marketing, 6(2), 39-50.
    連結:
  44. Trammell, K. D., & Keshelashvili, A. (2005). Examining the New Influencers: A Self-Presentation Study of A-List Blogs. Journalism & Mass Communication Quarterly, 82 (4), 968–982.
    連結:
  45. Wang, A. (2005). The Effects of Expert and Consumer Endorsements on Audience Response. Journal of Advertising Research, 45(4), 402-412.
    連結:
  46. Wang, R. Y. & Strong, D. (1996). Beyond Accuracy: What Data Quality Means to Data Consumers. Journal of Management Information Systems, 12( 4), 5-34.
    連結:
  47. Wang, Y., & Fesenmaier, D. R. (2004). Modeling Participation in an Online Travel. Community. Journal of Travel Research, 42 (3), 261-270.
    連結:
  48. Williams,L. J.& Hazer,J. T.(1986). Antecedents and Consequence of Satisfaction and Commitment in Turnover Models:A Reanalysis Using Latent Variable Structural Equation Models. Journal of Applied Psychology, 71, 219-231.
    連結:
  49. 中文部分
  50. 林慧琪 (2005). 「無名」中,成就有名—網路相簿之閱聽人研究,國立中正大學電訊傳播研究所未出版碩士論文。
  51. 黃厚銘 (2000). 網路人際關係的親疏遠近,台大社會學刊,28,117-154。
  52. 陳正昌, 程炳林, 陳新豐, & 劉子鍵 (2005). 多變量分析方法-統計軟體應用(四版),台北市:五南圖書。
  53. 蔡文橐 (2004). BLOG架設我的部落格,台北:電腦人文化。
  54. 簡文吟 (2007). 你blog了嗎?12~20歲 叫我部落格世代,聯合報(12月30日),頁A5。
  55. 藝立協 (2003). Blog:部落格線上出版、網路日誌實作,台北市:上奇科技。
  56. 英文部分
  57. Allicke, M.D., Braun, J.C., Glor, J.E., Klotz, N.J., Nagee, J., Sederhold, H., & Seigel, R. (1992). Complaining Behaviour in Social Interaction. Personality and Social Psychology Bulletin, 18, 286-98.
  58. Bentler, P. M. (1995). EQS Structural Equations Program Manual. Los Angeles: BMDP Statistical Software.
  59. Blood, R. (2002). The Weblog Handbook: Practical Advice on Creating and Maintaining Your Blog. Cambridge, MA: Perseus Publishing.
  60. Boyd, D. (2005). Broken Metaphors: Blogging as Liminal Practice. Paper presented at Media Ecology Conference 2005 (MEA 2005), New York, USA.
  61. Charney, T.R., & Greenberg, B.S. (2002). Uses and Gratifications of the Internet. In C.A. Lin & D.J. Atkin (Eds.). Communication Technology and Society. Cresskill, NJ: Hampton Press, Inc.
  62. Cooper, D. R., & Schindler, P. S. (2003). Business Research Methods(8th ed.), Boston: McGraw Hill.
  63. Gillmor, D. (2004). We the Media: Grassroots Journalism by the People, for the People, Beijing & Cambridge: O'Reilly.
  64. Halavais, A. (2002). Blogs and the "Social Weather.". Paper presented at Internet Research 3.0, Maastricht, The Netherlands.
  65. Hennig-Thurau, T., & Walsh, G. (2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, 8(2), 51-74.
  66. Katz, M. & Shapiro, C. (1985). Network Externalities, Competition and Compatibility, American Economic Review, 75(3), 424-440.
  67. Krishnamurthy, S. (2002). The Multidimensionality of Blog Conversations: The Virtual Enactment of September 11. Paper presented at Internet Research 3.0:
  68. Kumar, R., Novak, J., Raghaven, P., & Tomkins, A. (2003). On the Bursty Evolution of Blogspace. Proceedings of the 12th International Conference on World Wide Web, New York .568-576.
  69. Levy, S. (2002). Will the Blogs Kill Old Media? Newsweek, 139(20), 52.
  70. Marlow, C. (2004). Audience, Structure and Authority in the Weblog Community. Paper presented at the International Communication. Retrieved May 10, 2009 from http://web.media.mit.edu/~cameron/cv/pubs/04-01.pdf
  71. McWilliam, G. (2000). Building Stronger Brand Through Online Communities. Sloan Management Review, 41 (Spring), 43-54.
  72. Menchen, E. (2005). Feedback, Motivation and Collectivity in a Social Bookmarking System. Paper presented in Kairosnews Computers and Writing Online Conference.
  73. Murphy, J. & Hofacker, C. F. (2004). A Methodology and Investigation of an eLoyalty Metric,Consumer Bookmarking Behavior. Journal of Computer Mediated Communication, 10(1). Retrieved May 10, 2009 from http://jcmc.indiana.edu/vol10/issue1/murphy_hofacker.html
  74. Nardi, B. A., Schiano, D. J., Gumbrecht, M., & Swartz, L. (2004). Why We Blog? Communications of the ACM, 47 (12), 41-46.
  75. Papacharissi, Z. (2004). The Blogger Revolution? Audiences as Media Producers. Paper presented in the Communication and Technology Division, International Communication Association, New Orleans, LA.
  76. Parker, B. J. & Plank, R. E. (2000). A Uses and Gratification Perspective on the Internet as a New Information Source. American Business Review, 18(2), 43-49.
  77. Rapoza, J. (2006). How to Spot Fake Blogs. eWeek, 23(40), 45-45.
  78. Rogers, E. M.(1995). Diffusion of Innovations(4th ed.). New York: Free Press.
  79. Scheidt, L. A. (2004). Dear blog: A Look at Adolescent Diary Blogs and their Audiences. Paper Presented at the Meeting of the SW/Texas Popular Culture and American Culture Associations, San Antonio.
  80. Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25, 527-531.
  81. Trammell, K.D., Tarkowski, A., & Hofmokl, J. (2004). Rzeczpospolita Blogów: Identifying the Uses & Gratifications of Polish Bloggers. Paper presented at the Association of Internet Researchers Annual Conference, Sussex, England.
  82. Walker, K. (2000). It's Difficult to Hide it: The Presentation of Self on Internet Home Pages. Qualitative Sociology, 23(1), 99-120.
  83. 網路資源
  84. BBC News. (1999). "Business: The Company File Microsoft's 'Web lifestyle'." Retrieved May 10, 2009 from http://news.bbc.co.uk/2/hi/business/339220.stm
  85. Blood, R. (2000). " Weblogs: A History and Perspective." Retrieved May 10, 2009 from http://www.rebeccablood.net/essays/weblog_history.html
  86. Coates, T. (2003). On Permalinks and Paradigms. Retrieved May 10, 2009 from http://www.plasticbag.org/archives/2003/06/on_permalinks_and_paradigms.shtml
  87. comScore Media Metrix. (2005). "Behaviors of the Blogosphere: Understanding the Scale, Composition and Activities of Weblog Audiences." Retrieved May 10, 2009 from http://www.comscore.com/blogreport/ comScoreBlogReport.pdf
  88. Copeland, H. (2004). "Blogads: Reader Survey for Blog Advertising" Retrieved May 10, 2009 from http://www.blogads.com/survey/blog_reader_survey.html
  89. evctw wikihttp."台灣部落格大事記" Retrieved May 10, 2009://evctw.wikia.com/wiki/%E5%88%86%E9%A1%9E:Blog
  90. Gill, K. E. (2004). "How Can We Measure the Influence of the Blogosphere? " Retrieved May 10, 2009 from http://faculty.washington.edu/kegill/pub/www2004_blogosphere_gill.pdf
  91. Gumbrecht, M. (2004). "Blogs as "Protected Space". " Retrieved May 10, 2009 from http://www.blogpulse.com/papers/www2004gumbrecht.pdf
  92. Harrsch, M. (2003). RSS: The Next Killer App for Education. Technology Source. Retrieved May 10, 2009 from http://technologysource.org/article/rss/
  93. Henning, J. (2003). The Blogging Iceberg, Perseus Blog Survey Retrieved May 10, 2009 from http://perseus.com/blogsurvey/thebloggingiceberg.html
  94. Lenhart, A., & Fox, S. (2006). "Bloggers, a Portrait of the Internet's New Storytellers: Pew Internet & American Life Project. " Retrieved May 10, 2009 from http:// www.pewinternet.org/~/media//Files/Reports/2006/PIP%20Bloggers%20Report%20July%2019%202006.pdf.pdf
  95. McDermott, N. (2007). Voice of Freedom. Guardian.co.uk Retrieved May 10, 2009 from http://www.guardian.co.uk/society/2007/may/30/digitalmedia.comment
  96. Smith, S. (2005). In Search of the Blog Economy. EContent Retrieved May 10, 2009 from http://www.accessmylibrary.com/coms2/summary_0286-20709217_ITM
  97. Technorati. (2008). "State of the Blogosphere/2008." Retrieved May 10, 2009 from http://technorati.com/blogging/state-of-the-blogosphere/
  98. TWNIC. (2009/01). "九十八年度台灣寬頻網路使用狀況調查." Retrieved May 10, 2009 from http://www.twnic.net.tw/download/200307/0901c.pdf
  99. WebProNews. (2005). "McDonald’s Fake Lincolnfry Blog" Retrieved May 10, 2009 from http://www.webpronews.com/topnews/2005/02/07/mcdonalds-fake-lincolnfry-blog
  100. Wijnia, E. (2004). Understanding Weblogs: a Communicative Perspective. Retrieved May 10, 2009 from http://elmine.wijnia.com/weblog/archives/wijnia_understandingweblogs.pdf.
  101. Winer, D. (2003). "RSS 2.0 at Harvard Law." Retrieved May 10, 2009 from http://cyber.law.harvard.edu/rss/rss.html
  102. 米滷蛋無名部落格 (2007). "米滷蛋成語小劇場— 一馬當先" Retrieved May 10, 2009 from http://www.wretch.cc/blog/samwoo/22705342
  103. 施偉哲 (2008/05). "widget行銷五花八門 創意是致勝關鍵" Retrieved May 10, 2009 from http://blog.yam.com/tetsu0903/article/15178153
  104. 創市際市場研究顧問.(2004/07). "您不可不知的『虛擬生活型態』調查" Retrieved May 10, 2009 from http://www.insightxplorer.com/lifestyle/lifestyle_10_04.html
  105. 創市際市場研究顧問.(2007/02). "八成四網友網上蒐資訊 首選工具網路搜尋引擎" Retrieved May 10, 2009 from http://www.insightxplorer.com/news/news _04_04_07.html
  106. 創市際市場研究顧問.(2007/07). "部落格經營傾向與滿意度調查" Retrieved May 10, 2009 from http://www.insightxplorer.com/specialtopic/self_blog200710.html
  107. 創市際市場研究顧問. (2007/10). "部落格經營與瀏覽偏好調查" Retrieved May 10, 2009 from http://www.insightxplorer.com/specialtopic/self_blog200711.html
  108. 創市際市場研究顧問. (2008/03). "Vlog網站先後崛起 三強鼎立後勢可期" Retrieved May 10, 2009 from http://www.insightxplorer.com/news/news_03_06_08.html
  109. 輔大猴無名部落格 (2007). "[輔大猴小劇場]第三畫" Retrieved May 10, 2009 from http://www.wretch.cc/blog/fjumonkey/6315507
  110. 聯合新聞網 (2005/09/30). "Blog系列之六 微型革命,權力下放:部落格所呈現的網路願景" Retrieved May 10, 2009 from http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=89365
  111. 彎彎無名部落格 (2007). "MSN大頭~衝" Retrieved May 10, 2009 from http://www.wretch.cc/blog/cwwany/16635654
Times Cited
  1. 林怡琳(2011)。非營利組織經營部落格的功能與社會責信之探究。屏東科技大學社會工作系學位論文。2011。1-157。 
  2. 江雨芳(2009)。使用者對休閒農場部落格服務品質認知與滿意度之研究。屏東科技大學農企業管理系所學位論文。2009。1-99。
  3. 楊佳純(2009)。使用模糊網路分析程序法評估部落格之服務品質。中原大學企業管理研究所學位論文。2009。1-94。
  4. 謝雅琪(2010)。影響Facebook使用意願之研究。中原大學國際貿易研究所學位論文。2010。1-87。