| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 94 === Recently the blog has become a popular personal media of emerging newly on the network, and grown up with amazing speed, and the number of the research about the blog is increasing gradually. Because most of blogs are written as personal online dairies, the focus of this research will be how the professional form of traditional media affects blog and its effect on browsers at first. Blogs usually can be made by various forms, which enable users to create their own blogs easily. Therefore the authors of blogs lay great stress on design or vision elements of blogs in these years. This research attempts to discuss the characteristic of blog further with the hope of accurately measuring these variables, which can influence effect of blogs. The results of research can offer enterprises and researcher the referral of blog effects in the future.
This research mainly adopts the laboratory experiment design. Develop 16 group webpage and network questionnaire with attempt to simulate the real situation of blogs, we use the ANOVA to test the hypotheses. The results of study are:
1. Professionalized form can influence the effects of blogs apparently, but only when
the author uses professional wording.
2. Anonymity cannot influence the effects of blogs .
3. Sex and products involvement doesn’t have moderating effects on professional
article, but accidentally finds the existence of main effect.
4. The level of usage has a moderating effect.
5. There is interactive effect between education level and professional article.
6. Times cited will influence the blog effect.
7. Different types of editions are not so important for blog browser.
8. Times cited in different layout positions will cause different effects as well.
9. There are interactive effects among the type of blog, sex, and involvement.
10. There is interactive effect between education level and times cited.
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