部落格經營研究—社交智能對部落格社會互動與內容之影響

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陳韻如(Yun-ju Chen) 查詢紙本館藏

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資訊管理學系

論文名稱

部落格經營研究—社交智能對部落格社會互動與內容之影響
(The study of blog management- the relationship between bloggers’ social intelligence, blog social interactivity and content display.)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 社交智能
★ 部落格
★ 部落格內容
★ 社會互動

關鍵字(英)

★ Social intelligence
★ Blog
★ Social interactivity
★ Blog content

論文目次

摘要......i
目錄......iii
表目錄....v
圖目錄....vi
第一章緒論......1
第一節研究背景與動機......1
第二節研究目的......4
第三節研究架構與流程......5
第二章文獻探討......7
第一節需求層級理論......7
第二節社會交換理論......11
第三節電腦中介傳播......13
第四節部落格......17
第五節部落格成功因素......30
第六節社交智能......36
第七節本章小結......43
第三章研究方法......45
第一節研究模型......45
第二節研究假說......46
第三節變數定義與衡量......47
第四節研究設計......53
第五節研究分析......63
第四章資料分析......64
第一節研究樣本敘述性統計......64
第二節構念測量模型的信度與效度......67
第三節資料分析與假設檢定......74
第四節假說檢定結果彙整......86
第五章結論與建議......87
第一節研究結論......87
第二節研究貢獻......93
第三節研究限制與未來研究發展......97
參考文獻......99
附錄一前測問卷......106
附錄二正式測驗問卷......109
附錄三正式測驗網路問卷......113
附錄四問卷問項中英對照表......117

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指導教授

林子銘

審核日期

2009-6-26

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