部落客之資訊蒐集與分享行為之研究

Abstract

部落格是包含文字、圖片與影音的網路媒介，具有許多操作上的優勢，近年來逐漸在網路上形成一派龐大的社群。過去圖書資訊科學領域在研究人們的資訊行為時，較少涉及資訊在個體與個體之間的互動與往來。因此，部落客之資訊蒐集與分享行為是值得探討的議題。本研究的目的如下：一、探討部落客之資訊蒐集行為（包括如何接觸、選擇部落格以及預期如何使用部落格之資訊）；二、探討部落客之資訊分享動機與行為；三、探討部落客之資訊蒐集與分享行為前後是否有所調整；四、探討部落客對於部落格之資訊蒐集與分享工具之使用情況。 本研究採取深度訪談法實際瞭解部落客的資訊蒐集與分享行為，研究對象為第一屆與第二屆全球華文部落格大獎分類入圍名單之15位部落客。訪談內容分為四個部分，分別是：受訪者的背景資料、受訪者之資訊蒐集行為、受訪者之資訊分享行為以及受訪者對部落格之資訊蒐集與分享工具的使用情況。 彙整本研究結果，歸納出以下的結論：在「部落客之資訊蒐集行為」方面，本研究歸納出四點結論：一、瀏覽是部落客接觸部落格資訊最偏好的行為模式，但部落客也會依據自身需求改採追蹤或關鍵字檢索的行為模式；二、興趣、關係、內容品質的特殊性與人氣指數是影響部落客選擇部落格資訊的主要因素；三、發展關係、增廣見聞與理解問題是部落格資訊對部落客最主要的用途；四、部落客在尋求即時、多元化、主觀性資訊時會求助於部落格。在「部落客之資訊分享行為」方面，本研究歸結出八點結論：一、部落客都具備分享經驗，而且書寫部落格有助於他們從事更多元的分享活動；二、部落客的分享動機是會變動的，而互惠關係、群體需求與自我抒發是最普遍的動機類型；三、部落客獲取欲分享資訊的管道十分豐富且多元；四、部落客會依據主題區隔性以及個人經驗選擇欲分享的資訊；五、部落客採取選擇性地表露自我；六、部落客在呈現欲分享資訊上有共同的行為模式與特色；七、部落客將資訊分享行為內化成生活的一部份，甚至延展到其他計畫中；八、部落客對於資訊分享抱持著正面、肯定的態度。在「部落客之資訊蒐集與分享行為前後的調整」方面，本研究歸結出兩點結論：一、經驗對於促進部落客之資訊蒐集行為較有幫助；二、部落客的分享意圖與分享行為並不連貫。本研究也發現，部落客主要以需求性和合適性來取決資訊蒐集或分享工具的使用。另外，各主題部落客的資訊分享行為差異較資訊蒐集行為更為明顯。本研究同時也依據研究結果建立部落客之資訊蒐集與分享行為模式。 而本研究也針對新手部落客、想要多元經營部落格者以及部落格相關服務的提供者提出建議。至於後續之研究方向則是有下列四點建議：一、針對不同族群或是不同情境下的資訊蒐集與分享行為進行研究；二、結合多種研究方法進行資料的蒐集；三、檢視資訊蒐集與分享行為模式在資訊行為理論中扮演的角色；四、釐清資訊行為相關概念間的關係。

Blog is an internet medium which contains articles, images, films, and music. Since blog possesses a lot of advantages in terms of operation, its users have formed a huge community on the Internet recently. Besides, field of Library and Information Science paid little attention to the interaction of information between individuals when they studied human information behaviors in the past. Therefore, study of bloggers’ information gathering and sharing behavior is needed. This study aims at: 1. Exploring bloggers’ information gathering behavior which contains bloggers’ approaches to accessing and choosing blogs and expectations of using blog information. 2. Exploring bloggers’ information sharing incentive and behavior. 3. Finding out if there are changes between bloggers’ information gathering and sharing behavior from early periods to the present. 4. Delving into bloggers’ level of acceptance to the information gathering and sharing tools on their blogs. Intensive interview was conducted to investigate bloggers’ information gathering and sharing behavior. The research targets are fifteen bloggers who were selected from winners of Global Chinese Blog Contest. The interview comprises four parts: the interviewee’s background, his/her information gathering behavior, his/her information sharing behavior, and his/her acceptance to the information gathering and sharing tools on the blog. The conclusions acquired in this study are summarized as follows. The first part relates to bloggers’ information gathering behavior. 1. Browsing is bloggers’ favorite way to access blogs, but they will also adopt tracking or keyword retrieving to access blogs according to their needs. 2. Interest, relationship, uniqueness of the content, and popularity are the main factors that influence bloggers’ choice. 3. Network expanding, knowledge-gaining, and problem-solving are the main functions of blog information to the bloggers. 4. Bloggers will turn to blogs when they need immediate, diverse, and subjective information.

The second part relates to bloggers’ information sharing behavior. 1. All bloggers have experiences in sharing, and writing blogs would help them to do more sharing activities. 2. Bloggers’ sharing incentives are changeable. Mutually beneficial relations, group needs, and self expressions are the most common sharing incentives. 3. Bloggers acquire information through various ways. 4. Bloggers choose shared information according to distinctions among topics and personal experiences. 5. Bloggers selectively express themselves. 6. Bloggers have the same behavioral patterns and characteristics in presenting information. 7. Bloggers take information sharing behavior as part of their life, even extending information sharing behavior to other plans. 8. Bloggers take a positive attitude toward information sharing activities. The third part relates to bloggers’ information gathering and sharing behavior between earlier stage and present stage. 1. Experiences are more helpful to facilitate bloggers’ information gathering behavior. 2. Bloggers’ sharing intension doesn’t correspond with their sharing behavior. Besides, this study also finds out that bloggers choose information gathering and sharing tools depending on the necessity and suitability of tools. Furthermore, the difference in bloggers’ information sharing behavior is more obvious than the difference in bloggers’ information gathering behavior. A model of bloggers’ information gathering and sharing behavior has also been built up in this study. According to the above conclusions, suggestions are proposed to the beginners of blog, the bloggers who desire to run their blog diversely, and blog service providers respectively. The following suggestions are made for future research: 1. To investigate the information gathering and sharing behavior by different groups or under different conditions. 2. To combine diverse research methods to gather research data. 3. To investigate the role of information gathering and sharing behavior in information behavior theory. 4. To figure out the relations between various related concepts of information behavior.