A Study on the Knowledge Sharing Behavior on Blogs and Forums

知識分享行為之研究－以部落格（論壇）使用者其知識分享意願為例

10.6188/JEB.2008.10(4).08

張展嘉(Chan-Chia Chang)；丘宏昌(Hung-Chang Chiu)；耿念豫(Nien-Yu Keng)；周思妤(Szu-Yu Chou)

電子口碑行銷 ； 部落格 ； 論壇 ； 知識分享行為 ； word-of-mouth ； blogs ； forums ； knowledge sharing

電子商務學報

10卷4期（2008 / 12 / 01）

885 - 908

英文

在顧客購買決策過程中，電子口碑行銷(eWOM)扮演一個重要的角色。企業可以透過部落格(blog)與論壇(forums)來進行電子口碑行銷(eWOM)，進而維持一個較好的品牌形象與顧客關係。然而過去的研究發現，只有少數的網路使用者願意在部落格與論壇中，分享他們寶貴的經驗與知識，因此本研究的目的在於探討使用者在部落格與論壇中，影響其知識分享意圖的決定因素為何？ 本研究使用利益－成本架構來預測部落格與論壇中，知識傳播者的知識分享行為。研究結果顯示，其知識分享意圖被外在利益（聲譽、互惠）、內在利益（喜歡幫助別人、自我勝任感）、與成本（便利成本、互動成本）所影響。透過本研究的結果，可以作為企業在設置部落格與論壇的參考。

Electronic word-of-mouth (eWOM) plays a major role for customer decision. Through blogs and forums, company may use eWOM to maintain a better customer relationship through customer knowledge sharing. This study adopts a cost-benefit framework to predict the users' contribution behavior. In this model, we provide four benefits (reputation, reciprocity, enjoy helping, self-efficacy) and two costs (convenience and interaction). E-tailers may be able to use the results of this study to enhance customers' knowledge sharing intention in their blogs or forums.

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