臺灣博碩士論文加值系統

隨著Web2.0時代來臨，網際網路的應用從原先的單向式資訊傳送，變成雙向互動式的溝通。日益風行的「部落格」(Blog)正是目前火紅的一項Web2.0網路服務，人人都可以成為作家、出版者甚至記者，這是傳播媒體的一大突破，資訊的主導權正逐漸回到使用者手中。使用者藉由部落格從而創造美好的個人或與他人的共享經驗與體會，Csikszentmihalyi(1975)所提出的「沈浸」(flow)，正是這種美好體驗的一種典型。他認為「沈浸體驗」(flow experience)係指個體進入一共同經驗模式，意識集中在狹窄的範圍內，其他不相關的知覺和思考都被過濾，並且喪失自覺，僅對具體的目標與明確的回饋有反應，且藉由對環境的操控而產生控制感。當人們在進行活動時如果完全投入情境當中，注意力專注，並且過濾掉所有不相關的知覺，即為進入「沈浸」狀態。此外，「沈浸」為一主觀且暫時的經驗，此即為何個體願意繼續從事某種活動的原因。
目前許多研究均指出網際網路使用者有「網路沈浸體驗」，而此體驗亦為驅使個體沈溺於網路的原因。自90年代開始許多學者將「沈浸」應用於網際網路的世界中，以了解網際網路使用者的行為。本研究採用Novak and Hoffman(2000)研究網路沈浸的架構為基礎，驗證針對部落格使用者的網路沈浸模型，並發展適用於部落格使用者的沈浸量表。研究對象以使用過國內外各大部落格並且有發表行為的使用者為問卷發放對象。
研究結果顯示，對於部落格使用者而言，其所知覺的「鼓舞/挑戰」與「控制/技能」越高，其越容易進入「部落格沈浸」狀態；若欲提高使用者知覺的「鼓舞/挑戰」與「控制/技能」，可透過加強部落格對於使用者的「玩樂性」；而部落格使用者產生「部落格沈浸」和「注意力專注」，將會對於使用者造成「遠距臨場感」與「時間扭曲」的產生。本研究的部落格沈浸模型對於行銷人員在網路行銷與廣告上有理論上與實務上的助益，可作為參考依據。

As Web2.0 era comes, the application of the internet is from the original one-way type information transfer becomes two-way and interdynamic type. “Blog” in fashion day by day is exactly a hot Web2.0 internet service at present. Everybody can become a writer, a publisher even a reporter. This is a great break-through of the media, the leading right of information is getting back to user's hands gradually. The users use blog to create the beautiful individual or share experience with others. Csikszentmihalyi (1975) put forward “flow”. He thought flow experience is that the individuals enter into a common experience model. Consciousness is concentrated within a narrow range that other independent consciousness and thinking are all filtered.
This research adopts Novak et al. (2000) research structure about “flow experience on the web” to be this study’s groundwork and verifies the blog users’ model of flow experience on the web, then develop a suitable flow questionnaire for the blog users. Finally, we discuss the blog users’ usage’s moderating effect to flow experience in the blog. The research object regards users who used any domestic and international blog and had issued their articles before.
The research shows that as to blog users, if their perceptions of “arousal”, “challenge” and “skill” get higher, they will easily enter “flow experience in the blog” state. To improve the perception of “arousal”, “challenge”, “skill”, and “focused attention”, we can strengthen the blog’s “playfulness”. Blog users who produce “flow experience in the blog” and “focused attention”, arouse users’ “telepresence” and “time distortion” at first. This research’s flow experience in the blog model is good for marketing personnel and BSP in theory and in practice on internet marketing and advertisement.

目　錄
頁數
謝　詞 I
中文論文提要 II
ABSTRACT III
目　錄 IV
圖　次 VI
表　次 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的 2
第四節 研究範圍 3
第五節 章節結構 3
第二章 文獻探討 4
第一節 沈浸理論 4
第二節 網路上的沈浸 12
第三節 部落格 24
第三章 研究方法 28
第一節 概念架構 28
第二節 研究假說 29
第三節 變數定義與衡量 32
第四節 問卷設計 37
第五節 統計方法 38
第六節 抽樣設計 39
第七節 問卷前測 40
第四章 實證分析 44
第一節 樣本輪廓分析 44
第二節 信度與效度分析 46
第三節 模式評估 49
第四節 假說檢定 53
第五節 延伸討論 56
第五章 結論與建議 63
第一節 研究發現 63
第二節 策略意涵 64
第三節 研究貢獻 65
第四節 研究限制 66
第五節 後續研究建議 67
參考文獻 69
附錄 正式問卷 74

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