The Research of Innovation Adoption in Corporate Blog

• Main Authors: Ying-Pin Lin, 林吟品
• Other Authors: Zong-Qi Liu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/74456744344798228351

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === With the growth of blogs, enterprises started to notice the potential opportunity of using them as a marketing medium. Today, a lot of foreign enterprises already put blog-marketing into their tactics, and use blogs to communicate with their consumers. In addition, with their unique nature, blogs not only allow customers to participate, but also provide them with a venue to express themselves. In Taiwan, not many enterprises adopted corporate blogs so far. This current research dealt with enterprises which are adopting blogs. This study investigated the corporate blogs, and case study was employed in a qualitative method. The three cases of the current study are: ChinaTimes Travel agency, Eslite corporate and Hotaimotor corporation LEXUS department. Regarding blogs as innovation, this study also examined the factors that influencing enterprise to use blogs. After the analysis, it was found that the bandwagon effect of blogs and some other characteristics of blogs (such as low costs) accelerated the adoption of blogs. A more important trait was the interactivity of blog. It enabled enterprises to communicate, both externally and internally, with their customers, and achieve the anticipated goal. However, although there are a lot of advantages of blogs, there are possible shortcoming and risk as well. For example, even the cost of employing blogs is very low, enterprises must spend much time maintaining the blogs. In addition, blogs are a double- edged sword: while serving as a platform for enterprises to communicate with their consumers, they allow incorrect information distributed on the Internet. Up to the current date, there is still no appropriate way to assess blogs. The above mentioned influencing factors are what enterprises should understand and evaluate before adopting blogs.