| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 101 === The number of blog readers is increasing in recent years, benefiting the company and BSP of blogs. Blogger, company and BSP of blogs form a new type of business model and the blogger play an important role in this model. This study adopts multiple case methods, and conducts interviews and secondary data. Aimed to understand why consumers as bloggers begin and keep blogging, this research takes motivation theory as classification for consumers' blogging individual motivations, and social exchange theory to explain group level blogging motivations.
The result reveals that "interests for products", "document my life", "communication with others" and "extrinsic rewards from BSP of blogs" are positively related to consumers' initial blogging motivation. "Altruism", "bandwagon effect", "snob effect", "interests for blogging", "sense of self-worth", "reputation" and "extrinsic rewards from company" explain why consumers keep blogging. At the beginning, reference group to consumers is virtual reference group and then turns into a new reference group-- passion expert reference group, which is combined from virtual reference groups and direct reference groups.
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