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研究生:徐慈儀
研究生(外文):Tzu-Yi Hsu
論文名稱:部落格的成功經營與發展
論文名稱(外文):An Exploratory Study of Blogs’ Management and Development
指導教授:唐順明唐順明引用關係
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:資訊管理系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:英文
論文頁數:46
中文關鍵詞:認同虛擬社群部落格多元迴歸分析知識分享信任
外文關鍵詞:Virtual CommunityTrustIdentificationKnowledge SharingMultiple Regression AnalysisWeblog
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由於資訊科技的日益發達,加上Web 2.0的廣泛應用,使得部落格的風潮快速的蔓延開來,不論是個人、企業或政府,都透過建立部落格達到不同的需求。個人而言,可以抒發心情和分享各種事物等;企業而言,有助於形象的提升,也可當作行銷的利器;政府而言,可作為與市民溝通的橋樑。因此,部落格已成為不可或缺的重要趨勢。本研究的目的是要驗證部落格的成功經營與發展之因素,即部落格順利運作的因素。

本研究從相關文獻中歸納出影響部落格績效的因素有:「信任」、「知識分享」及「認同」,其中信任分為善意基礎信任(Benevolence-based trust)和能力基礎信任(Competence-based trust)。並以研究量表的方式收集資料,透過研究人員針對台灣160個隨機篩選的部落格進行評量,總計回收87份有效量表。資料分析採用多元迴歸分析,其分析結果顯示,「善意基礎信任」和「知識分享」對部落績效有顯著的影響,「能力基礎信任」和「認同」則無顯著影響。最後,本研究對於分析結果進行討論,希望能提供影響部落格績效的關鍵性因素,以達到部落格本質上的目的。不論部落格的對象為何,以期給予更進一步的了解,並發掘其管理上的意涵,提供實質上的貢獻。
Information technology is growing rapidly day by day and we can see many Web 2.0 applications in our life generally. No matter it is an individual, enterprise or government also uses blog to accomplish their different need. It makes the wave of blogs’ spreading very fast. Blogs can express the feelings and share all kind of things for individuals; blogs can promote the image and also good in marketing or public relationship for an enterprise. Blogs can be the communication bridge between government and citizens for government. Thus, blogs already became the important tendency and indispensible. The purpose of this research is to examine and validate the factors of blogs’ management and development. In other words, how is the blogs working successful?

This research summarized the factors that affect the blogs’ performance in related studies as following: trust, knowledge sharing and identification. Two types of trusts are benevolence-based trust and competence-based trust. Data collection uses research survey that design by this research. And these research members are measuring 160 blogs of Taiwan at random. The total numbers of research surveys were valid are 87 blogs. Data analysis uses multiple regression analysis. The result of this research showed that the benevolence-based trust and knowledge sharing are found to have significant influence to the blogs’ performance; competence-based trust and identification are not significant influence the blogs’ performance. After a discussion on the result of this research, we expect to provide the key successful factors that affect the blogs’ performance. And help to reach the essential goal of blogs no matter who establishes a blog. In addition, we hope to offer further understanding and discover the contribution on the management.
Contents
Abstract (In Chinese) i
Abstract (In English) ii
Acknowledgment iii
Contents iv
List of Figures v
List of Tables vi
1. Introduction 1
2. Theoretical background and research model 5
2.1 Blogs’ performance 5
2.2 The trust on the blogs 7
2.3 The knowledge sharing on the blogs 9
2.4 The identification on the blogs 10
3. Research methodology 12
3.1 Data collection 12
3.2 Research variables and measurement 12
3.3 Survey and response 14
3.4 Data analysis method 14
4. Data analysis and discussion 15
4.1 Descriptive statistical analysis 15
4.2 Reliability 17
4.3 Exploratory Factory Analysis 17
4.4 Multiple Regression Analysis 21
5. Conclusions 24
5.1 Finding and discussion 24
5.2 Implications 25
5.3 Limitations 25
5.4 Suggestions for future research 26
References 27
Appendix A: Blog list 33
Appendix B: Research survey 36
Appendix C: Correlation Matrix 38
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