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研究生:鍾佳如
研究生(外文):Chung, Chia-Ju
論文名稱:建立經營部落格績效評估之模式
論文名稱(外文):Development of a Performances Evaluation Model for Managing Blog
指導教授:曾明發曾明發引用關係
學位類別:碩士
校院名稱:中國科技大學
系所名稱:商業自動化與管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:112
中文關鍵詞:部落格關鍵成功因素模糊層級分析法績效評估
外文關鍵詞:BlogKey Success FactorsKSFFuzzy AHPPerformance Evaluation
相關次數:
  • 被引用被引用:36
  • 點閱點閱:1221
  • 評分評分:
  • 下載下載:325
  • 收藏至我的研究室書目清單書目收藏:35
部落格就像是一個品牌、一個企業,需要長期地用心灌溉與經營,對於想經營部落格的個人或團體而言,建立一個部落格並不困難,但要依據哪些因素進行經營時的重點資源分配,才能將部落格經營的有聲有色,乃是本研究之動機。
  本研究以經常瀏覽部落格之讀者、經營部落格之發表者以及部落格暨網路資訊相關領域之學者作為對象。經由整理相關文獻,建立層級架構,再使用層級架構製作問卷,然後以模糊AHP法,來探討經營部落格之成功因素,並求得部落格成功因素之相對權重值,以建立部落格成功因素之權重體系,然後本研究採用模糊數學分析方法,依蒐集81份的有效問卷進行分析,以Microsoft Excel 2003等軟體作為資料處理與分析工具。
  經過整體評價結果顯示「內容/題材豐富」所佔權重值居首,這也表示部落格發表者、讀者及學者,均一致認為部落格的「內容/題材豐富」為最重要因素,對於文章內容的呈現要求,還包含「附有精美圖片」及「新聞化/反應時事」因素。在部落格初建時,通常會選擇「費用低/免費」的平台,以及較「易建立/出版」的操作界面。而「容易被搜尋」則代表者文章在入口網站或搜尋引擎中容易被搜尋到,在讀者點閱部落格後,文章具有「主題整合/連結」功能,則可增加閱讀上的連貫性及整合性,若文章「具實用價值」則更有賣點,此外發表者方面,亦需注重「展現個人風格」,並加強與讀者之間的「相互交流」,如此則更討人喜好,能提高讀者的回流、增加部落格的點閱率。
In the digital society, Blog becomes an excellent channel in communication among people from all walks of life. Just like the process of fostering a brand name or managing a corporation, it also takes time and effort to run a successful Blog site. The substantiation of a Blog is not a hard task, however, what are the key success factors to operate a successful Blogs should be the point of focus. Understanding the key success factors helps people to allocate the right resources to the operation of a Blog and win a fruitful outcome. The motivation of this study to is to find out the causality of a successful Blog to make a contribution to the Blog browsers, Blog writers and experts in the field of Blog management information systems. Through the finding of this study, they may accomplish the task with better result.
Literature review on related articles facilitates our decision to apply an AHP structure to collect primary data from the survey in the field. It is done by the Fuzzy Analytical Hierarchy Procure methods to explore the key success factors of how to manage a Blog. The weighing value of each key success factor has been extracted so as to build up a system.
Evaluating the outcome in the weighting values chart, the result shows that "abundance of contents" is the most favorable factor for a successful Blog. That means among all the key success factors, the "abundance of contents" is most influential one towards Blog writers, readers and experts. Besides, the contents illustrated by attractive graphics and contents of real time news report are the second favorable factor. The novice Blog operators opt to select "low cost or free charge" platforms as the starting point owing to their readily available for publication. Other plausible factors are “easily to be searched” from the web portal. Articles displayed on the Blog site, if featuring the “linking” functions, will help the browsers to better appreciate what the articles try to communicate. The Blog writers that present their "personal styles" with "communication skill" win higher revisiting rate of their readers.
論文摘要 I
ABSTRACT II
誌  謝 III
目  錄 IV
圖 目 錄 VI
表 目 錄 VII
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍 4
第五節 研究流程 4
第貳章 文獻探討 7
第一節 部落格(Blog) 7
第二節 關鍵成功因素(KSF) 19
第三節 層級分析法 22
第四節 模糊理論 30
第五節 模糊層級分析法(Fuzzy AHP) 37
第六節 績效評估(Performance Evaluation) 40
第參章 研究設計與方法 44
第一節 層級架構 44
第二節 模糊理論基礎 58
第三節 問卷設計與資料分析方法 60
第四節 模糊AHP權重體系之建立 61
第肆章 研究分析 64
第一節 受訪者基本資料之分析 64
第二節 架設部落格評估指標權重體系之建立 66
第三節 層級架構之一致性檢定 77
第四節 實例驗證 81
第伍章 結論與建議 86
第一節 研究結論 86
第二節 研究限制 87
第三節 研究貢獻與後續發展 88
參考文獻 90
附錄 101
附錄A:運用模糊AHP法於部落格關鍵成功因素權重體系之問卷 101
附錄B:問卷填寫者名單彙整表 110
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