| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班管理科學組 === 94 === The purpose of this study was to explore the relation of blogger's self identity and the style of blog usage. It also profiled with several variables such as self dialogue and demographic, especially focus on the positive and negative affections. This study employed the online survey method. The questionnaires were administered to be written by bloggers around the Wretch website, and 291 valid samples were collected. Data was statistically analyzed and the empirical results were summarized as following:
1.Results revealed that the blogger's self dialogue had a significant positive relation with blogger's self identity in real world and virtual world.
2.The age of the blogger's is the only one demographic had the near significant positive relation with blogger's positive self identity in real world.
3.The results indicated that blogger's education level and their internet-using history have a significant interaction effect on self dialogue, the group of higher education and shorter internet-using history, that blogger's self dialogue had a stronger positive relation with blogger's positive self identity in real world. The group who are younger, that blogger's self dialogue had a stronger positive relation with blogger's open self identity in virtual world.
4.The time of how long the blog had been built had a significant positive relation with blogger's self identity in real world, and the amount of reader's response had a significant positive relation with blogger's self identity in virtual world, but there is no significant interaction between these variables.
5.According to the results of a cluster analysis, bloggers can be categorized into 5 groups: image elite, fictitious hero, hidden recluse, freely frog and carefree boy.
As to the future research, this study suggested that further researchers could explore the factors of blog and discuss the findings both in terms of theoretical developments and of practical managerial implications.
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