臺灣博碩士論文加值系統

隨著Web2.0的時代來臨，網路上的服務、內容和行為，會透過大量的參與者所共同決定。因此，電子口碑（eWOM）的影響也會愈來愈大。而Web 2.0時代最容易被識別的特徵之一就是部落格（blog）的崛起。部落格除了可以將使用者的意見與想法傳遞在網路上，更可以讓興趣相投的網友交換意見並了解彼此的觀點。現在，有許多企業充分利用部落格的特性，發展出跟以往不一樣的商業模式與應用服務的創新，加強企業與消費者的溝通，製造更多的話題。

因此本研究的目的在於探討影響部落格使用者資訊分享意圖的決定因素為何，以及是否會因為產品屬性的不同而去影響資訊分享的意圖。本研究以產品屬性為干擾變數，使用利益-成本架構來預測部落格使用者的資訊分享行為。研究結果顯示，其資訊分享意圖會被外在利益(聲譽、互惠)、內在利益(喜歡幫助別人、自我實現)與成本(不方便成本、互動成本)所影響。對於經驗屬性產品來說，提升外在利益可讓部落格使用者增加分享資訊的意願；對於搜尋和信任屬性的產品來說，提升內在利益可讓部落格使用者增加分享資訊的意願，對搜尋、經驗和信任屬性產品來說，降低成本因素可讓部落格使用者增加分享資訊的意願。

With the age of Web 2.0 is coming, the services, contents and behaviors on the Internet will through the large number of participants to decide. The eWOM will become more and more important. The most visible characteristic of the Web2.0 is the blogs. In blogs, everyone can transmit or exchange their suggestions and ideas through the Internet. Nowadays, there are many company have made good use of blogs. They develop a new business model and service innovation to build a stronger connection with consumers and to create topics for their products.
This study uses this model of cost-benefit framework, and the information asymmetry as moderator to predict the bloggers’ information sharing intention. It is including of four types of benefit (reputation, reciprocity, enjoy helping, and self-actualization) and two types of cost (inconvenience cost and interaction cost). The results suggest that qualified support for our hypothesized relationship. Extrinsic benefit has more effect on experience attribute than search and credence attribute. Intrinsic benefit has more effect on search and credence attribute than experience attribute. User cost has effect on search-experience-credence attribute.

Contents
1.Introduction 1
2.Literature Review and Hypothesis Development 4
2.1 Information sharing 5
2.2 Reputation and Reciprocity 6
2.3 Enjoy helping and Self-actualization 7
2.4 Inconvenience cost and Interaction cost saved 9
2.5 Types of goods and services 11
3.Methodology 15
3.1Pretest 15
3.2Sample and data collection 16
3.3Measures 19
4.Data Analysis and Results 22
4.1Reliability and Construct Validity 22
4.2Hypotheses Testing 23
5.Conclusion 28
5.1Discussions 28
5.2Managerial Implications 29
5.3Research Limitations and Future directions 30
Reference 32

List of Tables

Table1. Demographic characteristics of the sample 18
Table2. Questionnaire items 20
Table3. Coefficients of the regression 24
Table4. Results of hierarchical regression analyses 25
Tbale5. Coefficients of the regression 27

List of Figure
Figure1. Research framework 14

List of Appendixes
Appendix A Pretest questionnaire 40
Appendix B Questionnaire (Chinese version) 42

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