個人工作者知名度與Blog特性對Blog忠誠度之影響

Abstract

隨著越來越多的個人工作者使用Blog作為資訊與日誌出版的管道，Blog作為個人品牌建立媒介的概念，也為專家學者所重視；在忠誠度不易維持的網路世界，Blog的出現似乎改善了這項問題。本研究是以「關係行銷」與「個人品牌建立」觀點，探討個人工作者知名度與Blog特性，對Blog忠誠度的影響。 本研究根據關係行銷與個人品牌建立的理論，找出可能影響Blog忠誠度的七個特性，包括：個人工作者知名度、資訊豐富程度、資訊信任程度、資訊更新即時性、以及重視個別需求；以及Blog的易用性與交流性。其中，將Blog資訊與功能屬性，依照因素分析結果，萃取成四個因素，Blog資訊屬性分別為：「資訊內容」與「資訊更新即時性」；而Blog功能屬性則包括：「易用性」與「交流性」兩項因素。至於Blog忠誠度則有兩項因素，分別為：「正面評價」與「互動行為」。 本研究先將樣本群依照Blog瀏覽類別分為兩群，意即：瀏覽「明星Blog」與「Blog明星」的兩群版友。根據結果發現，瀏覽「明星Blog」版友的主要動機為：與明星及版友產生「互動行為」；而瀏覽「Blog明星」的版友，則希望能獲得「豐富且即時性」的資訊內容。這表示，不同知名度的成因，在運作Blog時，策略與方向必須有所差異。 此外，本研究採用迴歸分析法，發現本研究所有的自變項皆對正面評價產生正向影響；而僅有資訊內容與交流性對互動行為有正向影響。意味著產生正面評價要比引發互動行為來的容易。故個人工作者可藉由提供有價值的資訊內容，不但能增加了版友討論的空間，更重要的是，輔以Blog交流性功能，讓溝通更為即時，也顯現了Blog作為個人品牌建立的媒體價值所在。

As more and more personal workers use Blogs as informantion and diary writing channels, many experts and specialists have mentioned that Blog, as a communication network, could enable a person to build up his personal brand. Although “e-loyalty” is not easy to maintain, Blog might be a solution to this problem. This paper is going to discuss “Blog loyalty” from two perspectives: relationship marketing and personal brand building, and also it intend to find out the effect of “information on Blog” and “Blog functions” on Blog loyalty. According to the theories of relationship marketing and personal brand building, this paper have found out seven variables that may positively affect Blog loyalty; including: personal brand awareness、Blog information richness、trust、timely update、repective needs fulfillment, and Blog function factors—ease of use and communication. Moreover, we have extracted four factors from seven variables by factor analysis. They are “personal brand awareness”, ”Blog information contents”, ”ease of use” and “communication function”. Also, there are two factors extracted from Blog loyalty variables, including: “positive evaluation” and “interaction behavior.” Firstly, according to two types of Blog—“Blog star” and “Star’s Blog”—this paper classified samples into two groups. The result indicated that the main purpose of the “Star’s Blog” members is that they want to interact with stars; on the contrary, members of “Blog Star” are searching for rich and update information. Therefore, different causes of personal awareness will affect the way they use Blogs. Furthemore, this paper has found out that all variables have positve effect on “positve evaluation”, while only information contents and communication function have positive effect on “interaction behavior”. That means positive evaluation is easier to be incured than interaction behavior. Personal workers could not only increase the interaction behavior by providing useful information on their Blogs, but also exchange timely information by Blog’s communication functions. That is, Blog is obviously being a media to build up personal brand.