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Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22268
標題: 資訊分享者行為之研究－以部落格分類為例
A study on the information sharing behavior on blogs
作者: 翁碩瑜
Weng, Shouh Yu
關鍵字: Information sharing;資訊分享;intrinsic motivations;extrinsic motivations;hedonic benefits;utilitarian benefits;內在動機;外在動機;快樂性利益;功利性利益
出版社: 科技管理研究所
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摘要: 
部落格是這幾年來快速竄紅的網路媒體，讓部落格使用者充分利用部落格串聯的優勢為資訊、產品創造話題、並增加網路上讀者的溝通，更有許多使用者因此為自己帶來許多商機。針對個人方面，有些部落客從此有了名氣被挖掘成為網路作家，藉由知名度的累積進而發展成為實體作家發表著作。而針對企業行銷方面，部落格卻成為他們進行口碑行銷最佳的途徑，因此可以創造更多利益價值。

然而在部落格上傳遞資訊則是以口碑行銷的基本概念，當部落客在別的部落格獲得資訊的同時，其實自己也在部落格上分享資訊，進行資訊傳遞、進行溝通，甚至去影響他人。面對近幾年諸多成功案例，哪些因素會影響部落客資訊分享的意願？個人要如何實行才能獲得成效？企業要如何用對部落格經營者才能使部落格的經營更具有效果？這類議題應值得探討，但在過去中的文獻較少被著墨。

因此，本研究將參考過去的相關理論與模型，包括口碑行銷理論、資訊分享理論、社會交換理論、人格特質理論等描述，並針不同類型部落格之部落客對資訊分享的意願程度作探討。根據使用觀察法和深度訪談法研究發現，資訊分享的意願不僅與部落客的內在動機與外在動機與有關係，也與快樂性利益與功利性利益有關係。不論是個人經營或是對公司而言，只要具備強烈的內在動機，並擁有強烈的利益價值觀念，其顯著分享的意願將會帶來許多機會與商機。

Blog is an increasingly popular network medium these years. It helps a blogger who fully utilizes the advantages of blog connection to create topics and to improve communication between readers on the Internet. Moreover, lots of bloggers bring many business opportunities to themselves. For individuals, blogs generate fame and even make them become published authors. For enterprises, blogs have become the best way to spread electronic World of Mouth(eWOM)and to create more value.
However, information sharing is the basic concept of eWOM. When bloggers get information from other blogs, they also share it on their blogs, communicating with and influencing others. In the face of a great deal of successful cases in recent years, what factors will influence bloggers' motives to share information? What should individuals do to attain certain effect? How do enterprises find appropriate blog administrators for desired effects? This topic deserves exploration, but in previous literature it was little discussed.
Accordingly, this study intends to apply related theories and models, including World of Mouth(eWOM), information sharing theory, social exchange theory, and the Five Factor Model, and employ methods of participant observations and in-depth interviews, to investigate what will influence the desire of information sharing on different types of blogs. The results show that the desire of information sharing concerns not only intrinsic and extrinsic motivations but hedonic and utilitarian benefits.
URI: http://hdl.handle.net/11455/22268
其他識別: U0005-0206200811060700
Appears in Collections:科技管理研究所

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