消費者開始與持續撰寫商品評論原因之初探

Why Consumers Begin and Keep Blogging?

劉宜瑾(Yi-Chin Liu)；林婷鈴(Ting-Ling Lin)；蔡顯童(Hsien-Tung Tsai)；吳志明(Chih-Ming Wu)

虛擬社群 ； 動機 ； 社會交換理論 ； virtual community ； motivation ； social exchange theory

行銷科學學報

9卷2期（2013 / 10 / 01）

159 - 178

繁體中文

社會交換理論，認為個體行為存在於社會互動中，而商品評論的閱覽者持續增加，廠商（企業主）與平台業者因此受益，部落客、廠商、平台業者三者之間形成一新興商業模式，其中最重要的是身為消費者之部落客為何會開始與持續撰寫評論內容。本研究基於社會交換理論的觀點，採質化個案深度訪談法，探討身為部落客的消費者為何開始及為何會持續撰寫商品評論，並比較兩者差異。結果顯示消費者初期撰寫時，受內在動機的紀錄生活影響，外在動機的與他人交流、平台提供的實質報酬亦影響深遠。消費者持續撰寫則受興趣使然的影響，但與他人交流則由虛擬社群轉為實體直接參考群體的參與，報酬則由平台業者轉為由廠商提供。進一步發現，社會交換理論的利他主義和從眾效應亦是消費者持續撰寫的原因，建議相關業者，除提供商品評論撰寫者實質報酬外，建立此群體真實的體驗與互動，促進其持續撰寫商品評論。

In social exchange theory, individual behavior exists in social interaction. The number of blog readers is increasing in recent years, benefiting the company and BSP of blogs; blogger, company and BSP of blogs form a new type of business model and bloggers play an important role in this model. This study based on social exchange theory adopts multiple cases methods to understand why consumers as bloggers begin and keep blogging and compare the differences between the motivations in two periods. The result reveals that ＂interests for blogging＂, ＂document my life＂, ＂communication with others＂ and ＂extrinsic rewards from BSP of blogs＂ are positively related to consumers’ initial blogging motivation. When consumers keep writing reviews in blog, ＂interests for blogging＂ and ＂communication with others＂ effect consumers but the source of extrinsic rewards becomes company. We also find that ＂Altruism＂ and ＂Bandwagon effect＂ and explain why consumers keep blogging at group level; reference groups to consumers arevirtual reference groups at beginning andthen turn into both virtual reference groups and direct reference groups. Based the findings, we suggest companies would provide not only extrinsic rewards but also channels for consumers to interact and keep writing reviews.

1. Hyman, H. H.(1942). The psychology of status. New York, NY: Archives of Psychology.
2. Blood, R. (2000). Weblogs: A History and Perspective. Retrieved from http://www.rebeccablood.net/essays/weblog_history.html
3. Sherif, M. (1935). A study of some social factors in perception. Archives of Psychology, 27(187), pp.17-22.
4. Winer, D. (2003). RSS 2.0 at Harvard Law. Retrieved from http://cyber.law.harvard.edu/rss/rss.html
5. Asch, S. E.(1951).Effects of group pressure upon the modification and distortion of judgments.Groups, Leadership, and Men,Oxford, England:
6. Bagozzi, R. P.,Dholakia, U. M.(2002).Intentional social action in virtual communities.Journal of Interactive Marketing,16(2),2-21.
7. Baumer, E.,Sueyoshi, M.,Tomlinson, B.(2008).Exploring the role of the reader in the activity of blogging.Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
8. Bearden, W. O.,Etzel, M. J.(1982).Reference group influence on product and brand purchase decisions.Journal of Consumer Research,9(2),183-194.
9. Bickart, B.,Schindler, R. M.(2001).Internet forums as influential sources of consumer information.Journal of interactive marketing,15(3),31-40.
10. Blau, P. M.(1964).Exchange and power in social life.New Brunswick, NJ:Transaction Publishers..
11. Calder, B. J.,Staw, B. M.(1975).Self-perception of intrinsic and extrinsic motivation.Journal of Personality and Social Psychology,31(4),599.
12. Constant, D.,Sproull, L.,Kiesler, S.(1996).The kindness of strangers: The usefulness of electronic weak ties for technical advice.Organization Science,7(2),119-135.
13. Dennis, A. R.,Pootheri, S. K.,Natarajan, V. L.(1998).Lessons from the early adopters of web groupware.Journal of Management Information Systems,14(4),65-86.
14. Deutsch, M.,Gerard, H. B.(1955).A study of normative and informational social influences upon individual judgment.The Journal of Abnormal and Social Psychology,51(3),629-636.
15. Dohrenwend, B. P.(1959).Egoism, altruism, anomie, and fatalism: A conceptual analysis of Durkheim's types.American Sociological Review,24(4),466-473.
16. Eisenhardt, K. M.,Graebner, M. E.(2007).Theory building from cases: Opportunities and challenges.Academy of management journal,50(1),25-32.
17. Ekdale, B.,Namkoong, K.,Fung, T. K. F.,Perlmutter, D. D.(2010).Why blog?(then and now): Exploring the motivations for blogging by popular American political bloggers.New Media & Society,12(2),217-234.
18. eMarketer(2010).,未出版
19. Emerson, R. M.(1976).Social Exchange Theory.Annual review of sociology,2,335-362.
20. Fang, Y.,Neufeld, D.(2009).Understanding sustained participation in open source software projects.Journal of Management Information Systems,25(4),9-50.
21. Gibbert, M.,Ruigrok, W.,Wicki, B.(2008).What passes as a rigorous case study?.Strategic Management Journal,29(13),1465-1474.
22. Gladwell, M.(2002).The Tipping Point: How little things can make a big difference. 2000.Boston, MA:Little Brown and Company..
23. Golden-Biddle, K.,Locke, K.(1993).Appealing work: An investigation of how ethnographic texts convince.Organization Science,4(4),595-616.
24. Hair, J. F.,Bush, R. P.,Ortinau, D. J.(2000).Marketing Research: A Practical Approach for the New Millennium.Boston, MA:Irwin/McGraw-Hill..
25. Hars, A.,Ou, S.(2002).Working for free? Motivations for participating in open-source projects.International Journal of Electronic Commerce,6(3),25-39.
26. Herring, S. C.,Scheidt, L. A.,Bonus, S.,Wright, E.(2004).Bridging the gap: A genre analysis of weblogs.Proceedings ofthe 37th Hawaii International Conference on System Sciences (HICSS-37)
27. Holländer, H.(1990).A Social Exchange Approach to Voluntary Cooperation.The American Economic Review,80(5),1157-1167.
28. Homans, G. C.(1958).Social behavior as exchange.American journal of sociology,63(5),597-606.
29. Hsu, C. L.,Lin, J. C. C.(2008).Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation.Information & Management,45(1),65-74.
30. Huber, G. P.(2001).Transfer of knowledge in knowledge management systems: Unexplored issues and suggested studies.European Journal of Information Systems,10(2),72-79.
31. Igbaria, M.(1999).The driving forces in the virtual society.Communications of the ACM,42(12),64-70.
32. Kozinets, R. V.(2002).The field behind the screen: Using the method of netnography to research market-oriented virtual communities.Journal of Consumer Research,39(1),61-72.
33. Lamb, C. W.,Hair, Joseph F.,McDaniel, C. D.(2011).Essentials of Marketing.Stamford, CT:South-Western Cengage Learning..
34. Leibenstein, H.(1950).Bandwagon, snob, and Veblen effects in the theory of consumers' demand.The Quarterly Journal of Economics,64(2),183-207.
35. Liu, S. H.,Liao, H. L.,Zeng, Y. T.(2007).Why people blog: An expectancy theory analysis.Issues in Information Systems,8(2),232-237.
36. Ma, M.,Agarwal, R.(2007).Through a Glass Darkly: Information Technology Design, Identity Verification, and Knowledge Contribution in Online Communities.Information Systems Research,18(1),42-67.
37. McLure Wasko, M.,Faraj, S.(2000)."It is what one does": Why people participate and help others in electronic communities of practice.The Journal of Strategic Information Systems,9(2),155-173.
38. Nardi, B. A.,Schiano, D. J.,Gumbrecht, M.,Swartz, L.(2004).Why we blog.Communications of the ACM,47(12),41-46.
39. Patton, M. Q.(1990).Qualitative evaluation and research methods.Thousand Oaks, CA:SAGE..
40. Robbins, S. P.(1982).Personnel: The management of human resources.Upper saddle river, NJ:Prentice-Hall..
41. Tesser, A. T.(Ed.)(1995).Advanced social psychology.New York:McGraw-Hill..