Blog社群成長關鍵要素探討

Abstract

以提供使用者Blog 服務為主的部落格服務供應商(Blog Service Provider, 簡稱BSP)，大力吸引網路使用者瀏覽點閱並生產內容，且讓使用者從對內 容感到興趣，進而留言、評論，產生許許多多互動，而成為Blog 會員。 本研究運用虛擬社群與網路擴散等相關理論以建構Blog 社群的正向循 環與成長擴散模型，以國內著名BSP 的網站功能、Blog 特性、BSP 會員活 動量、BSP 會員活動的擴散速度而歸納出以下結論： z BSP 會員活動量會受網站提供的功能影響 z BSP 會員活動量會受內容交流、個人化服務、簡易使用程度與開放程度 等Blog 特性影響 本研究也發現，收取會費與收取廣告費的營收模式，會對BSP 的會員 活動量產生不同的影響： z 收取會費的營收模式會抑制BSP 會員活動量的擴散 z 收取廣告費的營收模式不會抑制BSP 會員活動量的擴散

Blog Service Providers (BSPs) offer internet users the services about recording events, cataloging articles on the often-updated websites. BSPs attract internet users to join community as Blog members. This thesis tries to construct a diffusion model for the growth of a Blog community. The cases used in the research are the main domestic BSPs. With the website functions, Blog characteristics, the number of BSP members' activities, the rate of diffusion of the BSP members' activities, this thesis has following findings: z The number of BSP members' activities is influenced by the website functions that a BSP offeres. z The number of BSP members' activities is influenced by Blog characteristics, such as content exchangeability, personalised services, reputation and easy-to-using. Business model has the influence on the diffusion of BSP members' activities as BSPs charge member fee or not: z the diffusion will be decreased when BSPs charge member fee. z the diffusion will not be influenced when BSPs’ income relies on advertising but no charge for member fee.