|a英文題名:Investigate Cooperation of Blogging With Social Exchange Theory
|a近年，部落格(Blog)因操作簡易逐漸成為個人或企業網路活躍之媒介。部落格文章逐漸受到閱讀者青睞，業者及行銷公司察覺到部落格行銷的商機與影響力，紛而尋求與部落客合作。合作方式以稿費或免費商品體驗交換部落格文章的呈現。社會交換理論認為人類為追求報酬與獎勵而與他人進行交換活動。基於此論點，本研究以社會交換理論探討部落客、業者及行銷公司之間的合作關係。以吸引、依賴、權力、衝突、溝通、信任、承諾等構面，分析三方在合作中對等關係及互動脈絡。從質性深入訪談探究其現象，資料分析結果顯示，吸引、依賴、權力及衝突在合作中是一連續性的相互影響關係。稿費及媒體資源需求性分別決定部落客及業者的依賴權力關係。行銷公司未盡溝通職責是三方在合作中最常見之衝突，突顯出合作前溝通的重要性，契約關係則有助雙方合作之完善與保障。|uRecently, blog becomes an actively medium for individuals and companies for its operation accessibility. Articles on blogs are favored by public readers, business owners and marketing companies sense the business opportunity and the influence of bloggers, and start working with them. The form of collaboration can be vary, from payment for writing articles on the blogs to obtain free product sample and share the experience with their readers. Social exchange theory believes exchange behavior occurs when people looking for reward and prize. Based on the argument of social exchange theory, this research probes the relationship between bloggers, business owners and marketing companies. From the aspects of attraction, dependence, power, conflict, communication, trust and commitment, this research analyzes the equality and reaction pattern among bloggers, business owners and marketing companies. By interviewing bloggers, the research result shows attraction, dependence, power and conflict are serial factors influence each other in the cooperation procedure. Payments for articles and demand of media resource decide the dependence & power relationship. The most common conflict results from that, marketing companies fail to communicate. The importance of communication before working together is manifest, and formal contract secures the cooperation relationship for both sides.
|aInvestigate Cooperation of Blogging With Social Exchange Theory