近年來，部落格現象風起雲湧，草根性媒體發揮重大的影響力。本論文分別探究部落格讀者與自願性部落客的參與行為。
本研究的第一篇，主要探討在部落格文獻中，長期以來被忽略的部落格讀者所扮演的角色。本研究探究部落格讀者的主要參與動機，並運用“使用與滿足理論”，提出“資訊尋求滿足”與“社會互動滿足”為中介變數，對部落格的“專業性”、“群體依附”與“忠誠度”產生影響。
本研究的第二篇，主要研究重心為自願部落客，試圖了解部落客在無外在誘因下的動機與分享行為，並運用“自我建構理論”，提出自願部落客的“獨立我”與“相依我”對於自願部落客的“自我確證”、“部落客涉入程度”產生影響。
本研究使用結構方程模式，來確認研究模型的前置因子與結果。

In the last decade, the phenomena of weblogs have surged. As writers of grass-root media, bloggers frequently update blog content and try to exert their influence. Our research contain two essays and is interested in blog readers’ and voluntary bloggers’ participation behavior respectively.
The first paper focuses on the role of the blog readers who have been neglected in blogging literature. This study enumerates blog readers’ main motivations and participation behavior, and addresses “gratification with information acquisition” and “gratification with social interaction” as critical mediators on the basis of “uses and gratifications theory.” Finally these psychological gratifications result in “expertise”, “group attachment” and “cyber loyalty”.
In the second paper, we put our effort in studying voluntary bloggers’ motivations and sharing behaviors, and try to explore their intrinsic and psychological benefits of voluntary sharing via their weblogs. In order to provide a more theoretical base and systematic theory for voluntary bloggers, we have adopted self-construction theory in the current research and are eager to build a more comprehensive framework.

CONTENTS

口試委員會審定書 i
誌謝 ii
中文摘要 iii
Abstract iv

Introduction 1

Essay 1: Antecedents and Consequences of Blog Readers’ Participation Behavior
1. Introduction 3
2. Conceptual Framework and Hypotheses 5
3. Research Method 15
4. Data Analysis and Results 17
5. Discussion and Conclusion 23
Reference 31
Appendix A 38

Essay 2: A Self-Construal Model of Voluntary Bloggers

1. Introduction 40
2. Literature Review 44
3. Conceptual Framework and Hypotheses 47
4. Methods 54
5. Results 58
6. Conclusion and Discussion. 65
Reference 68

 
LIST OF FIGURES

Essay 1: Antecedents and Consequences of Blog Readers’ Participation Behavior
Figure 1-1 Conceptual Framework and Hypotheses 6
Figure 1-2 Result of the research model 22

Essay 2: A Self-Construal Model of Voluntary Bloggers

Figure 2-1 Conceptual Framework 48
Figure 2-2 Structural model results 64

 
LIST OF TABLES

Essay 1: Antecedents and Consequences of Blog Readers’ Participation Behavior
Table 1-1 Sample Profile 17
Table 1-2 Items and Measurement Model 19
Table 1-3 Correlation Matrix and Psychometric Properties of Key Constructs 20
Table 1-4 Standardized Coefficients for All Samples and Subsamples 27

Essay 2: A Self-Construal Model of Voluntary Bloggers

Table 2-1 Measurement Items 57
Table 2-2 Respondent Demographic Information 59
Table 2-3 Summary of Measures 61
Table 2-4 Correlation Matrix 62
Table 2-5 Hypothesis Testing Results 63

Essay 1: Antecedents and Consequences of Blog Readers’ Participation Behavior

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