部落客不持續使用部落格之因：干擾與激勵觀點

Explore the Reasons Why Some Bloggers Quit: Perspectives from Difficulties and Motivations

10.29767/ECS.200909.0003

葉高旗(Kao-Chi Yeh)；張海青(Hae-Ching Chang)

部落格 ； 部落客 ； 激勵 ； 干擾 ； KJ法 ； 親和圖 ； Blog ； Blogger ； encouraging factors ； discouraging factors ； K-J Method ； affinity diagram

Electronic Commerce Studies

7卷3期（2009 / 09 / 30）

313 - 331

繁體中文

部落格該如何有效經營的議題，一直以來缺乏整合性之探究，因此本研究訪談國內具代表性的部落客，從激勵與阻礙兩個面向來探討此議題。研究結果發現阻礙的面向包括BSP(Blog service Provider)的服務品質不佳、內容主題難以決定、持續創作的壓力、擔心人氣下滑、網友論戰、內容被盜用及時問管理等困擾；激勵面向則有興趣、自我期許、抽離或回歸自我的機會、利他的分享、利人利己的互惠等因素。本文接著從兩面向的各個因素中，再透過KJ法(Kawakita Jiro mcthod)找出其問的關聯性，最復歸納出部落客不持續使用部落格有六大因素：對BSP服務品質的不滿意、自我要求的壓力太高、網友間的互動困擾、缺乏自我成長的激勵誘因、心理好壓功能無法發揮以及外在報酬誘因不足等所導致。文中所描繪的親和圖可以提供BSP業者、個人或企業經營部落格或進行相關研究時的參考。

There is little research about how to run blogs effectively. In this research we interviewed several prominent bloggers to identify encouraging and discouraging factors in operating blogs effectively. This research shows that difficulties in operating effective blogs include; poor service from BSP (Blog Service Provider), issues with defining subject matter, operational pressure of running blogs continuously, concerns about number of visitors, monitoring debates between blog participants, possible theft of content, as well as, time management. Despite difficulties, operating blogs is found to be rewarding to many for personal interest; self-expression that blogs provide, an opportunity to explore self and participants, altruism to share with others, and exchange of ideas with others, as well as financial benefits. Following, we use K-J method to find out the relation from those encouraging and discouraging factors. Summarizing six factors that bloggers do not using the blog continuously: unsatisfied the service quality of BSP, the self-request pressure is too high, the interactive perplex among the net friends, lack the encouragement of self-growth, unable to release the psychological presses, and insufficient external reward cause, etc. The study provides an affinity diagram will be helpful to businesses and individuals interested in successful operation of blogs.

1. Bagozzi, R. P.,Dholakia, U. M.(2002).Intentional social action in virtual communities.Journal of Interactive Marketing,16(2),2-21.
2. Bandura, A.(1977).Social learning theory.Englewood Cliffs, NJ:Prentice-Hall.
3. Blood, R.(2002).The Weblog Handbook: Practical Advice on Creating and Maintaining your Blog.Cambridge, MA:Perseus Publishing.
4. Bock, G. W.,Zmud, R. W.,Kim, Y. G.,Lee, J. N.(2005).Behavioral Intention Formation in Knowledge Sharing: Examining the Roles of Extrinsic Motivators, Social-psychological Forces, and Organizational Climate.MIS Quarterly.
5. Carr, C. L.(2006).Reciprocity: The golden rule of IS-user service relationship quality and cooperation.Communications of the ACM,49(6),77-83.
6. Connolly, T.,Jessup, L. M.,Valacich, J. S.(1990).Effects of anonymity and evaluative tone on idea generation in computer-mediated groups.Management Science,36(6),689-703.
7. Davis, F . D.,Bagozzi, R. P.,Warshaw, P. R.(1989).User Acceptance of Computer Technology: A Comparison of Two Theoretical Models.Management Science,35(8),982-1003.
8. Farmer Groups on the Net: Social factors affecting informal farmer learning using the Internet, Farm Bis project report
9. Finaly, J. S.(1994).The Strategic Visioning Process.Public Administration Quarterly,18(1),65-74.
10. Gorman, M.(2005).Revenge of the blog people!.Library Journal,130(3),44.
11. Hagel, J.,Armstrong, A. G.(1997).Net gain: Expanding Markets through Virtual Communities.Boston, MA:Harvard Business School Press.
12. Hamel, G.(1991).Competition for Competence and Interpartner Learning Within International Strategic Alliance.Strategic Management Journal,12,83-103.
13. Holland, J. L(1973).Making Vocational Choice: A Theory of careers
14. Ivancevich, J. M.,Matteson, M. T.(2005).Organization Behavior and Management
15. Kelley, D.L.(2000).New twists on traditional quality tools and techniques The Journal for Quality and Participation,23(1),50-51.
16. Krishnamurthy, S.(2002).The Multidimensionality of Blog Conversations: The Virtual Enactment.The Netherlands:Internet Research 3.0..
17. Locke, E, A.,Latham, G. P.(1990).A theory of goal setting and task performance.Englewood Cliffs, NJ:Prentice Hall.
18. Murray, S.(1998).Jung's Map of the Soul
19. Nardi, B. A.,Schiano, D. J.,Gumbrecht, M.(2004).Blogging as social activity, or, would you let 900 million people read your diary? Proceedings of the 2004 ACM conference on Computer supported cooperative work.USA:Chicago, Illinois.
20. Oravec, J. A.(2002).Bookmarking the world: Weblog applications in education.Journal of Adolescent & Adult Literacy,45(7),616-621.
21. Patton, M. Q.(1990).Qualitative evaluation and research methods.Newbury Park, CA:SAGE.
22. Pikas, C. K.(2005).Blog Searching for Competitive Intelligence, Brand Image, and Reputation Management,29(4),16-21.
23. Plain, C.(2007).Build an Affinity for K-J Method.Quality Progress,40(3),88.
24. Reid, R. A.,Thompson J. K.,Logsdon, J. M.(1992).Knowledge and Attitudes of Management Students toward Software Piracy.Journal of Computer Information Systems,33,46-51.
25. Rheingold, H.(1993).The virtual community: Homesteading on the electronic frontier.Reading, MA:Addision-Wesley.
26. Schiffman, L. G.,Kanuk, L. L.(2000).Consumer Behavior.NY:Pro-Ed Puskishing Company.
27. Scoble, R.,Israel, S.(2006).Blog or Die: Why Businesses Should Blog and How to Do It Effectively.NY:John Wiley & Sons Inc.
28. Shafer, G.(1999).Causal Conjecture, In Causal Models and Intelligent Data Management.Berlin:Springer.
29. Blogger motivations: Power, pull, and positive feedback
30. 二見良治(1988)。圖形思考法。台北:先鋒企業管理發展中心。
31. 王汝鵬(2006)。碩士論文(碩士論文)。大葉大學資訊管理學系。
32. 王秀娟(2005)。碩士論文(碩士論文)。國立交通大學應用藝術研究所。
33. 王柏鈞(2006)。部落格的異想世界—使用者人格特質與使用動機行為之關聯性初探。淡江大學大眾傳播學系碩士論文
34. 呂世生譯(2001)。讀書的輓歌：從紙質書到電子書。北京:中國對外翻譯出版公司。
35. 沈彥良(2006)。碩士論文(碩士論文)。朝陽科技大學資訊管理系。
36. 洪素萱(2004)。碩士論文(碩士論文)。國立成功大學中國文學研究所。
37. 鄭佩芬(2000)。人際關係與溝通技巧。台北:揚智。
38. 盧諭緯(2006)。數位時代特刊：愛上Blog-年度部落格大賞。台北:巨思文化股份有限公司。
39. 謝光萍(2007)。靠部落格打響品牌一個人賺全世界的錢。數位時代雙週，153(5)