過去針對部落格的研究上，多以部落格讀者為主要研究對象，探討部落格中的特性進行相關研究包括如何加強使用意願、瀏覽部落格意願與提昇部落格流量為研究目的，鮮少研究是以部落格經營者為研究對象，探討經營者的個人特質與經營態度對於部落格的經營表現的影響。 本研究以部落格經營者之社交智能為自變數，探討部落格經營與社交智能之間的關係，部落格經營透過部落格經營者與讀者之間的互動，部落格經營者對其部落格內容的設計與呈現來達成，並會進一步影響部落格的經營成果。另外，本研究以不同經營表現群組(熱門、中等與冷門)的部落格經營者的社交智能、部落格社會互動與部落格內容呈現的表現差異，來了解不同的經營者態度對於部落格的經營表現會有不同之影響。 研究結果顯示，當部落格經營者在社交智能上的表現較突出時，常能夠對於部落格上的社會互動與部落格內容的呈現或主題等等有深刻的想法，即是這些擁有較突出社交智能的部落格經營者認為自己比較能夠享受在與讀者的互動上與部落格的內容的編輯與設計。而部落格經營者在部落格社會互動與內容呈線上表現越好，其部落格的經營表現成果也會相對越突出。 The past research emphasized the standpoint of on blogs’ end-users, and the target is about how to enhance the intention of use, or blog visiting, and enhance the rating of pageview. There are rarely researches investigate the standpoint of bloggers, how the trait and managing attitude of bloggers do influence the performance of the blog. In this study, the social intelligence of bloggers is a independent variable, analysis the relation between social intelligence and two dependent variables- blog social interactivity and blog content display. The performance of blog is including interactivity with visitors and the content of blog, and the outcome of performance is influenced by social interactivity and blog content display. Besides this, according the difference in social intelligence, blog social interactivity and blog content display between blogger who belongs to different blog performance groups (including popular, medium and not popular group) to find different attitude of bloggers affect the performance of blog. The result indicated that as a blogger has higher social intelligence indeed influence blog social interactivity and content display, the higher social intelligence a blog have, more enthusiastic at blog social interactivity and content display. That is possession of higher social intelligence, and bloggers can enjoy the management of blog more. The outcome of blog performance is outstanding, as the blogger have higher social interactivity and the blog have better content display.
