| 摘要: | 台灣在2005年部落格（Blog，或稱網路日誌）服務熱門登場後，部落格將過去工具性導向的服務轉向網友的個人化的服務，成就了另一種新台灣網路市場現象。而在網際網路越來越普及的環境下，以及消費者自我意識抬頭的趨勢下，消費者利用部落格之文字、圖片或影音來分享本身之經驗或意見，造成所謂的電子口碑。因此本研究基於部落格在台灣實際現況與未來全球發展的趨勢，來探討研究部落格使用者的使用動機、使用行為、網路生活型態與電子口碑傳播之關聯性。
經本研究分析結果，將部落格使用動機分成四大主要因素，分別為「展現自我動機」、「功能追求動機」、「尋找資訊動機」以及「流行時尚動機」，以這四個使用動機因素為根據，將問卷全部有效樣本數分成三個使用動機的集群，予以分別命名為「資訊導向群」、「無的導向群」以及「新奇導向群」，對於各集群本研究有詳細的分析與探討其特徵。而對於網路生活型態，則是分成三大類型，分別為「知識分享型」、「時髦科技型」以及「休閒娛樂型」，相對於傳統的生活型態，可以提供給網路購物或網路拍賣的業者，在行銷實務上更加活用，以及對於電子口碑傳播，則是歸類出四大口碑，分別為「流行話題口碑」、「產品功能口碑」、「負面意見口碑」以及「經驗分享口碑」，用來讓業者瞭解部落格使用者所重視的口碑類型，以作為公司行銷市場區隔或發展企業部落格的用途。
Blog service in Taiwan has became another new phenomenon of booming internet market. From tool-oriented service to customer-oriented service, it has arrived at the peak of internet service. With the popularity of internet and the trend of consumer''s self-consciousness, customers use text, pictures and video clips to share their experience and ideas with others online, which makes so-called “ electronic word-of-mouth”. Therefore, this research is going to investigate the motives and behaviors of customers, and the relationship between network lifestyle and electronic word-of-mouth, based on the Taiwan’s internet market and the global trend in the future. The analysis of this research divides motives for blog into four major reasons: “Self-presented motive”, “function-pursued motive” , “information-searching motive” and “fashion motive ” .
After reviewing questionnaire effective samples, the result can separately divide into three groups, which use “information-oriented group” , “aimless group” and “ fantasy-oriented group”, and analyze characters in every group for the samples. Network lifestyle can divide into three major types, “the knowledge sharing type”, “fashionable and technological type” and “recreation type”. Unlike the traditional lifestyle, the modern one can provide marketing in the shopping and auction online business with more flexible practice. And as for communication of electronic word-of-mouth, it separate four major categories, “popular issue word-of-mouth”, “product function word-of-mouth”, “negative suggestion word-of-mouth” and “experience-sharing word-of-mouth”, to find out which word-of-mouth type the blog users pay attention the most, for the differentiation of marketing and development of business blog. |
