部落格互動與社群對部落格使用者忠誠度之跨層次研究－以部落客人格特質與涉入度為干擾變數

A Cross Level Research of Blog Interaction and Blog Community on Blog User's Loyalty-Blogger Personality Trait and Blogger Involvement as Moderating Variable

10.6382/JIM.201007.0107

林妙雀(Miao-Que Lin)；溫福星(Fur-Hsing Wen)

部落格互動 ； 部落格社群 ； 部落客人格特質 ； blog interaction ； blog community ； blogger personality trait

資訊管理學報

17卷3期（2010 / 07 / 01）

107 - 130

繁體中文

近幾年來全世界部落格正以每秒一點四個快速誕生，無論企業或個人都想從部落格裡分一杯羹。然而80%的眼球集中在20%的部落格上，許多部落客花費大量時間，卻未得到使用者的認同，而如何善用部落格的互動與社群，達到企業與消費者雙贏已成重要研究課題。本研究以多層次設計搜集35個部落客的人格特質與涉入度，探討其對809位部落格使用者的部落格的互動（回應與聯播）、部落格社群（信任與承諾）對忠誠度（態度與行為）影響的干擾效果。由於考慮使用者巢套於部落格，本研究利用HLM進行統計分析，其結果顯示使用者的部落格互動與社群，對網友忠誠度具有顯著正向影響，而且部落客的人格特質越內在、涉入度越高，對於部落格使用者之互動、部落格社群與忠誠度之間的正向關係越強，顯示部落客之干擾效果存在。

Blog is growing rapidly in recent years. The blogs are created in every 1.4 seconds. Blogs create remarkable benefits which attract both individual and corporate users. However, 80% attention is given on 20% blogs only. Many bloggers spend much effort but still unable to gain recognition by end-users. As the result, it turns to be an important issue that how to leverage the blogs' interaction and to build a community to provide a win-win solution for both users. In this paper, we used multilevel design to collect 35 Bloggers' personality trait and involvement and examined their moderating effects on the relationship between 809 Blog users' blog interaction, community trust, community commitment and loyalty. Because of the Blog users are nested within Blog¸ we used hierarchical linear model to analyze the impact of the blog users' blog interaction, community trust and commitment on the loyalty and the cross-level interaction effects of bloggers' personality trait and involvement and blog users' blog interaction and community on users' loyalty. The results showed that the interaction and community would positively influence their loyalty in random cofefficient model. In addition, the cross-level interaction effects were significant. In other words, bloggers of internal personality trait and of higher extent of involvement will moderate the positive relationship in a stronger way between users' interaction and community and loyalty.

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