以動態能力觀點探討企業部落格關鍵成功因素之研究

Abstract

近年來部落格現象在網路上快速興起，這股風潮也吸引企業界注意，紛紛採用企業部落格作為與顧客溝通的管道，藉此瞭解顧客需求。而部落格對企業有何應用價值，企業如何有效經營部落格以達到企業目標，對於想要透過部落格獲益的企業而言，都是重要的議題。 本研究綜合各學者之論述，建構出一個企業部落格商業應用價值架構。將其劃分為內部及外部應用，內部應用包含：內部溝通及知識管理，而外部應用包含：商品行銷、建立客戶關係、思想領導、產品開發和客戶服務及危機處理。本研究主要採用Pavlou and El Sawy(2005)所提出的動態能力模型作為研究基礎，提出組織運用動態能力來經營企業部落格之架構模式，以台灣使用部落格的企業為研究對象進行調查，實證結果顯示，部落格經營能力之四個構面：市場導向、吸收能力、協調能力及集體意識會顯著影響企業部落格競爭優勢，而企業部落格競爭優勢會顯著影響企業部落格經營績效，可以發現企業擁有的動態能力對於部落格的經營有正面的影響。藉由研究的結果，本研究希望能提供已使用或者即將使用部落格的公司一些建議，幫助他們提高顧客的到站率和回應率。

With the prevalence of blog phenomenon in the Internet in recent years, many enterprises are attracted by the trend. They look upon enterprise blog as a communication channel to build loyalty and address customer comments and concerns. What the application value of enterprise blog is and how an enterprise operate corporate blog effectively to achieve business goals are crucial issues for those enterprise who want to benefit from constructing enterprise blogs. After reviewing many related articles, the study integrates those perspectives to develop a framework of Application Value of corporate blog. Be divided into internal and external applications, internal applications including: internal communication, knowledge management; external applications including: marketing, building customer relationship, thought leadership, product development and customer service and crisis management. The study uses Dynamic Capability Theory as the base framework, proposes a research model for using dynamic capability to operate corporate blogs. In the study, we survey companies that use blogs in Taiwan. The results indicates that market orientation, absorptive capacity, coordination capability, collective mind are correlated with competitive advantages of corporate blogs. In addition, competitive advantages of corporate blogs are positively related to performance of corporate blogs.