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研究生:李幸芳
研究生(外文):Hsing-Fang Li
論文名稱:關係利益對blog承諾之影響
論文名稱(外文):The Effect of Relational Benefit on Blog's Commitments
指導教授:周文賢周文賢引用關係梁世安梁世安引用關係
指導教授(外文):Chou, Wen HsienLiang, Shih-An
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2007
畢業學年度:95
語文別:中文
論文頁數:82
中文關鍵詞:部落格關係利益承諾
外文關鍵詞:BlogRelational BenefitCommitment
相關次數:
  • 被引用被引用:2
  • 點閱點閱:253
  • 評分評分:
  • 下載下載:80
  • 收藏至我的研究室書目清單書目收藏:9
論文題目:關係利益對blog承諾之影響
論文頁數:82
所 組 別:企業管理學系         (學號:79479131)
研 究 生: 李幸芳   指導教授:周文賢 梁世安教授

論文提要內容:
由資策會資訊市場情報中心(MIC)公布之年度調查顯示,2006年台灣網友最常使用的三大網路娛樂服務,分別為線上遊戲(52.4%)、線上音樂(51.8%),以及blog(38.1%)。此外,在「網友最常進行的網路活動」中,blog的排名為第8名。這些數字的背後皆顯示了近年來Web2.0的興起,正宣告網路資訊不再是過去僅靠傳統媒體傳播的單向式流動,取而代之的是草根媒體的崛起;即由大眾利用簡單易用的網路資訊平台,將資訊進行雙向的交流與互動,以找出滿足網路使用者需求的資訊。因此,時代下的產物「blog」應運而生,且將再度掀起網路的另一波熱潮。

由過去的參考文獻中發現,與blog相關的研究大多集中在blog的連結與部落客的寫作動機,而忽略了部落客閱讀方面的研究,尤其是如何增加部落客對blog承諾方面的議題,至今仍無類似研究。有鑑於此,本研究動機是以部落客閱讀的動機出發,目的在探討達成關係利益的情況下,對於blog承諾的影響,並藉由此研究發展有關blog承諾方面的量表,以做為業界與學界之參考。

本文首先以探討目前最熱門的blog議題為基礎,包括blog之特性與使用動機;再回顧關係利益與blog承諾之相關文獻,並提出本研究架構與四項假說,以探討自我滿足、社會監視、表達與連繫分別對於關係利益間的影響,以及關係利益對於blog承諾間的影響。

本研究利用問卷調查法進行資料收集,樣本則以有使用過blog的使用者為研究對象,並利用因素分析縮減題項,再檢驗其信度以做為前測分析;最後,在實證分析部分以344份有效樣本回收率進行結構方程模式分析,為本研究之四項假說進行實證檢定。

研究結果顯示:(1)當滿足部落客的自我滿足動機後,可以正向產生關係利益;(2)當滿足部落客的社會監視後,會正向影響關係利益;(3)表達與連繫未必會正向影響關係利益;(4)當部落客對於在此blog獲得之利益滿足其需求時,對於此blog的承諾會隨之增加,同時可藉以提升未來繼續與此blog交流的意願;最後,並於文末提出後續研究建議供學術與企業做為參考。

關鍵字:blog、關係利益、承諾
ABSTRACT
The Effect of Relational Benefit on Blog’s Commitments
by
Hsing-Fang Li
June 2007



ADVISOR(S): Prof. Chou, Wen Hsien and Prof. Liang, Shih-An
DEPARTMENT: Department of Business Administration
MAJOR:Business Administration
DEGREE: Master of Business Administration
MIC’s survey revealed that online game (52.4%), online music (51.8%), and blog (38.1%) were the popular Internet recreational services of 2006 in Taiwan. In addition, blog was No.8 among the popular Internet activities. These reveal that blog has replaced one-way source of traditional media as web information communication. Therefore blog will cause the Internet to have further width and depth.
According the literatures, it is found that most blog researches are focused on linking and writing motivation, but how to increase blog’s commitment is usually ignored by blog readers. Therefore, base on blog readers’ motivation, the influence of relational benefit to blog’s commitment, and the questionnaire of blog’s commitment are intent to be developed.
This study is using questionnaire survey for data collection. In the pre-test, factor analysis was used to eliminate the items, and the SPSS was used for the reliability analysis. Finally, 344 qualified samples that were test the hypotheses through structure equation model.
The conclusions could be summarized as are follows: (1) Personal fulfillment positively influences relational benefit; (2) Social surveillance has positive effects on relational benefit; (3) Expression and affiliation doesn’t have positive influence relational benefit; (4) Relational benefit has positive effect on blog’s commitment. Besides the findings of the empirical study, conclusions and future research suggestions are also provided.
Keywords: Blog, Relational Benefit, Commitment
目次
‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧
目次 I
表次 III
圖次 V
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 章節結構 4
第二章 文獻回顧 6
2.1 blog 6
2.2 網站特性 10
2.3 關係利益 13
2.4 承諾 16
第三章 研究方法 21
3.1 研究架構 21
3.2 研究假說 22
3.3 變數定義與衡量 23
3.4 問卷設計 27
3.5 抽樣設計 28
3.6 統計分析法 29
3.7 前測 38
第四章 實證分析 44
4.1 資料搜集 44
4.2 樣本輪廓分析 44
4.3 信度與效度分析 50
4.4 模式評估 56
4.5 結果討論 60
4.6 小結 63
第五章 結論與建議 66
5.1 研究發現 66
5.2 策略意涵 67
5.3 研究貢獻 68
5.4 研究限制 69
5.5 後續研究建議 70
參考文獻 71
中文部分 71
英文部分 71
網路部分 81
附錄A. 前測問卷 83
附錄B. 正式問卷 88
表次
‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧
表2.2- 1 網站特性 13
表2.4- 1 承諾定義 17
表2.4- 2 承諾重要性 19
表3.2- 1 本研究假說 22
表3.3- 1 自我滿足衡量問項 24
表3.3- 2 社會監視衡量問項 24
表3.3- 3 表達與連繫衡量問項 25
表3.3- 4 關係利益衡量問項 26
表3.3- 5 blog承諾衡量問項 26
表3.6- 1 潛伏外生變數(ξ)與顯現外生變數(x)之相依關係 33
表3.6- 2 潛伏內生變數(η)與顯現內生變數(y)之相依關係 35
表3.6- 3 模式配適度指標彙整 35
表3.7- 1 自我滿足因素分析 39
表3.7- 2 社會監視因素分析 39
表3.7- 3 表達與連繫因素分析 40
表3.7- 4 關係利益因素分析 41
表3.7- 5 blog承諾因素分析 42
表3.7- 6 各構念信度分析 43
表4.2- 1 性別次數分配 45
表4.2- 2 年齡次數分配 45
表4.2- 3 居住地次數分配 46
表4.2- 4 學歷次數分配 46
表4.2- 5 職業次數分配 47
表4.2- 6 每月所得次數分配 47
表4.2- 7 每天上網時數次數分配 48
表4.2- 8 每天逛blog時數次數分配 49
表4.2- 9 常逛blog次數分配 49
表4.3- 1 信度分析 50
表4.3- 2 各量表模式配適指標 52
表4.3- 3 社會監視收斂效度分析 52
表4.3- 4 自我滿足收斂效度分析 53
表4.3- 5 表達與連繫收斂效度分析 53
表4.3- 6 關係利益收斂效度分析 54
表4.3- 7 blog承諾收斂效度分析 54
表4.3- 8 自我滿足各構面區別效度分析 55
表4.3- 9 關係利益各構面區別效度分析 55
表4.4- 1 總檢定配適度指標 57
表4.4- 2 社會監視、自我滿足、表達與連繫之衡量模式 58
表4.4- 3 關係利益、blog承諾之衡量模式 59
表4.4- 4 結構模式分析 60
表4.5- 1 顯現外生變數對潛伏內生變數之總效果 60
表4.5- 2 顯現外生變數對終極潛伏內生變數之總效果 61




















圖次
‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧
圖3.1- 1 觀念性架構 21
圖3.6- 1 本研究線性結構關係圖 37
圖4.6- 1 線性結構關係實證估計結果 65
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(2)資策會資訊市場情報中心,http://mic.iii.org.tw/index.asp


英文網站
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(5)Winer, http://www.scipting.com.
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