部落格點閱影響因素探索研究

An Exploratory Study of the Determinants on Blog Browsing

10.30163/BR.200806.0003

鄭紹成(Shao-Cheng Cheng)；王雪瀞(Hsueh-Ching Wang)；葉昱緯(Yu-Wei Yeh)

部落格 ； 點閱 ； 焦點群體法 ； blogs ； click ； focus group method

文大商管學報

13卷1期（2008 / 06 / 01）

19 - 45

繁體中文

近年來部落格風潮席捲全球，改變了人們之間互動方式，然而，過去研究主要皆將重點置於部落格之應用，鮮少由部落格瀏覽者角度，了解網路使用者點閱部落格進行瀏覽之主要形成原素，來進一步評價部落格之優劣。因此本研究採取兩階段之研究作法，以部落格觀眾的角度切入，利用質性研究方法探索部落格觀眾點閱瀏覽之因素，並進一步以焦點群體訪談方式，將訪談內容整理所得之結果，建構爲第二階段調查問卷之內容來進行調查，並以問卷調查所得之分析結果，完成研究最終之構面分類。 研究最後結果發現，部落格瀏覽者對於部落格所主要點閱之重點，共計可歸納爲七個構面，分別爲推薦功能與行事曆、影像呈現、音樂功能、版面配置、好友群組超連結、字體、部落格之內容，研究結果除了辨別部落格點閱瀏覽因素與過去研究在一般企業網站的特質、內容結果有所差異外，所形成之構面更可提供業者及部落格觀看者評量及建構部落格重要的參考依據。

The emergence of the blog has changed the way of interactions among human beings. Previous researches mostly focus on how to apply the blog in life and business; however, why a browser wants to visit the blog is barely focused. This research applies qualitative research method to explore the factor of why people click into a blog to browse the contents. Focus group was conducted to collect the data in first stage and using a questionnaire extract from first stage to collect the data in second stage. There are 218 questionnaires retrieved. The research result shows that there are seven dimensions to explain why people click into a blog and they are commendation function and calendar function, image, music function, blog layouts, hyperlinks, fonts, and the content of the blog.

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