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標題: 部落格資訊分享行為之研究
A study of the Information Sharing Behaviors in the Blogs
作者: 李明駿
Lee, Ming-Chun
關鍵字: Electronic word-of-mouth;電子口碑行銷;Blogs;Information asymmetry;部落格;資訊不對稱
出版社: 科技管理研究所
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隨著Web2.0的時代來臨,網路上的服務、內容和行為,會透過大量的參與者所共同決定。因此,電子口碑(eWOM)的影響也會愈來愈大。而Web 2.0時代最容易被識別的特徵之一就是部落格(blog)的崛起。部落格除了可以將使用者的意見與想法傳遞在網路上,更可以讓興趣相投的網友交換意見並了解彼此的觀點。現在,有許多企業充分利用部落格的特性,發展出跟以往不一樣的商業模式與應用服務的創新,加強企業與消費者的溝通,製造更多的話題。


With the age of Web 2.0 is coming, the services, contents and behaviors on the Internet will through the large number of participants to decide. The eWOM will become more and more important. The most visible characteristic of the Web2.0 is the blogs. In blogs, everyone can transmit or exchange their suggestions and ideas through the Internet. Nowadays, there are many company have made good use of blogs. They develop a new business model and service innovation to build a stronger connection with consumers and to create topics for their products.
This study uses this model of cost-benefit framework, and the information asymmetry as moderator to predict the bloggers' information sharing intention. It is including of four types of benefit (reputation, reciprocity, enjoy helping, and self-actualization) and two types of cost (inconvenience cost and interaction cost). The results suggest that qualified support for our hypothesized relationship. Extrinsic benefit has more effect on experience attribute than search and credence attribute. Intrinsic benefit has more effect on search and credence attribute than experience attribute. User cost has effect on search-experience-credence attribute.
其他識別: U0005-0307200809400800
Appears in Collections:科技管理研究所

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