部落格影響力

Abstract

隨著部落格的快速增加，部落格已成為一項新興之網路溝通媒介。部落格是蘊含『使用者貢獻內容』概念的網路媒介，其所有內容皆可透過部落客（部落格作者）及讀者雙方面來貢獻，文章內容不再由少數人掌控。此外，撰寫部落格是網友分享個人經驗的重要平台，部落客可透過撰寫文章來分享產品使用經驗；而另一方面，讀者則可透過檢索部落格文章來瀏覽或回應他人的產品使用經驗。因此，部落格儼然成為一口碑傳遞之平台，本研究之主要的目在於探索部落格之口碑資訊，對於不同產品之具相關知識讀者的影響力。根據口碑研究之相關文獻，本研究假設，當讀者是專家時，部落格口碑資訊的影響力是建構在文章本身的品質，相對於專家讀者，因為一般讀者不具有足夠的知識可以判斷文章品質，因此，對一般讀者而言，部落格影響力是來自於可信度資訊。本研究採用實驗設計法，利用MANOVA與ANOVA分析，研究結果發現與假設相呼應，的確，文章品質的好壞會影響專家讀者的知覺判斷，相反地，可信度的高低則是影響一般讀者對於部落格影響力的判斷。

Blogs are growing at an amazing speed and they have become a popular media for communication through the Internet increasingly. Blogs are featured with “user created content”, by which that the content can be contributed by anyone who has access to blogs. In particular, the main content of most blogs carries a lot of personal experiences. Therefore, blogs can be regarded as an electronic word-of-mouth platform for people to express their personal experiences about products and services. The main purpose of this study was to investigate the influence power of information released in blogs onto readers and the moderating effects of readers’ domain knowledge related to the information. It is hypothesized that experts readers are more likely to be affected by the information quality of blog articles and novices will tend to be influenced by bloggers credibility because they don’t have enough knowledge to judge the information quality of blog articles. A two (low/high information quality) by two (high/low blogger’s credibility) by two (expert/novice reader) experiment was conducted and the data was analyzed by MANOVA and ANOVA. The experimental results show that high-quality blog article causes greater influence power than low-quality one, for experts, but not for novices. On the other hand, high blogger’s credibility causes stronger influence power than the low-credibility one, for novices, but not for experts. The empirical results strongly support our hypotheses.