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研究生:孫崇義
研究生(外文):Tsung-Yi Shun
論文名稱:Blog意見領袖形成及傳播特質初探
論文名稱(外文):A Study of Opinion Leaders and Communication Features of Blogs
指導教授:欒斌欒斌引用關係
指導教授(外文):Pin Luarn
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:67
中文關鍵詞: 意見領袖 網路傳播電腦中介傳播 部落客 網誌部落格
外文關鍵詞:opinion leaderInternet communicationcomputer-mediated communicationBloggerBlog
相關次數:
  • 被引用被引用:39
  • 點閱點閱:986
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:15
Blog的普及使得網路使用者透過網路產製內容的技術門檻大幅降低,網路內容不再由少數技術專業者所掌握;大量增加的Blog對於網路內容的質與量皆造成衝擊,因此Blog傳播特質及意見領袖的特質是本研究的主題。

本研究首先藉由文獻回顧整理目前Blog的研究及發展,意見領袖及參考對象的研究現況,並由網路傳播的特質來看Blog傳播特質。

透過質化研究方法,挑選適合本研究主題的Blogger進行焦點群體訪談以歸納Blog傳播特質及意見領袖形成;研究發現意見領袖Blogger能夠主動掌握議題、重視Blog之間的連結及互動,意見領袖Blog的內容能夠獨特且幫助讀者跨越語言或者是技術的障礙,而Blogger在社群之間形成意見領袖後對於網路匿名性、創作內容及商業化的影響也將在本研究中提及;最後在研究討論部份歸納出Blog傳播的特質,並針對後續研究提出建議。
Blog, the abbreviation of “web log”, is a prevalent phenomenon on the Internet in recent years. The user-friendly features of Blog not only lower the entry barrier of online publishing but populize the web-based communication approach. Moreover, fast-growth Blogs impact the online content both on quality and quantity, therefore the communication features and opinion leaders of Blog are theme of this study.

The background and development of Blog are examined first, and then the literature of opinion leaders, reference people, and Internet communication features are reviewed each for exploring the features of Blog.

Qualified Bloggers were invited to one focus group for discussing the opinion leaders and communication features of Blog, all dimensions mentioned in discussing are coded for advanced analysis. The results showed that Blog opinion leaders can catch the current issue and pay much attention to the interaction with other bloggers and readers. Additionally, the content of these leading Blogs are unique and Bloggers are enthusiastic to lower end users’ barriers of understanding other languages or advanced computer skills. Furthermore, the consequences of being opinion leaders among Blog communities are observed, such as anonymous and commercialized orientation. The communications features of Blog are discussed in the conclusion and proposition, the future potential study is also recommended at the end.
第一章 緒論 1
 第一節 Blog概論 1
 第二節 研究背景及動機 2
 第三節 研究目的 3
 第四節 論文架構 3
第二章 文獻探討 4
 第一節 Blog概論 5
 第二節 Blog的定義及分類 10
 第三節 國內Blog研究現況 18
 第四節 意見領袖的相關文獻 23
 第五節 網路傳播特質 30
 第六節 小結 33
第三章 研究設計及方法 34
 第一節 研究方法的選擇 34
 第二節 焦點訪談的注意事項及訪談步驟 34
 第三節 訪談大綱的發展 35
 第四節 本研究焦點團體成員召募 37
第四章 研究結果 38
 第一節 成為Blog意見領袖的特質 38
 第二節 成為Blog意見領袖的影響 47
第五章 研究討論暨命題發展 51
 第一節 透過搜尋引擎 51
 第二節 推薦閱讀 52
 第三節 主動通知 54
 第四節 參加社群 55
第六章 結論與建議 57
 第一節 研究貢獻 57
 第二節 研究限制 58
 第三節 未來研究方向 58
 第四節 結語 60
參考文獻及附錄 61
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