部落格衡量指標建構研究─以中文部落格為例

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研究生：	沈俊佑 Chun-Yu Shen
論文名稱：	部落格衡量指標建構研究─以中文部落格為例 BLOG Metrics Construction Research─Used Chinese BLOG for Example
指導教授：	王俊程 Jyun-Cheng Wang
口試委員:
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 科技管理研究所 Institute of Technology Management
論文出版年：	2006
畢業學年度：	94
語文別：	中文
論文頁數：	98
中文關鍵詞：	部落格、社會網路分析、文獻計量學、網站測量、因素分析、指標建立
外文關鍵詞：	BLOG, Social Network Analysis, Bibliometrics, Website Metrics, Factor Analysis, Metrics Building
相關次數：	點閱：4 下載：0
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論文摘要

BLOG，中文稱為部落格是指一種可以由特殊網誌程式維護，且內容依日期由新至舊排列的個人網誌，網上日誌或手札。它簡單易用的特性讓使用者能夠很容易的建立自己的線上分享空間。利用BLOG，人們可以很輕鬆的在網路上分享經驗、評論時事、抒發心情。再加上其所具備的溝通能力，更允許使用者與網友做情感及意見上的互動。

有鑑於目前BLOG普遍缺乏一有效且客觀的評量方式。本研究擬從根本著手，探索BLOG組成元件，並依各元件不同的特性結合文獻計量學、社會關係網路學和一般網站測量等理論學說後，建構出一套BLOG衡量指標。以期能有效且公正地反映出BLOG網站的獨特性。

本研究以台灣地區使用量最多的BLOG系統：「無名小站」作為研究的母體。從中選取「美食」及「文字」兩大分類各200個BLOG網站為研究樣本來進行研究變數的搜集。在方法的選用上，則採用一般指標研究最常見的因素分析法將多個變數歸納出較大的構念(指標)。

研究結果發現，原先所蒐集的18個BLOG相關變數經因素分析後大致上可分為三大指標；「BLOG人氣」、「內容豐富度」和「BLOG網路中心性」。不同分類的BLOG其所歸納出的指標差異不大。這樣的結果不但能讓使用者更清楚的了解BLOG網站特性，更對其他類似BLOG影響力、BLOG排名的研究提供了有力的理論基礎。

Abstract
Weblogs, or “blogs,” are personal online diaries managed by easy-to-use software packages that allow single-click publishing of daily entries. Through BLOG, people can share their experience, comment the news and express their emotions in the network easily. Besides, it has communication function that would allow user to do more interactionswith others.

This research explored the BLOG site basically, and found out those important components of BLOG. Then we used three kinds of theories named Bibliometrics, Social Network Analysis and Website Metrics to combine and explain these BLOG components. Finally, we built a suite of BLOG Metrics that can express the characteristics of BLOG site correctly and effectively.

This research focused on Taiwanese BLOG sites and choosed the biggest BLOG services provider, “www.wretch.cc” to collect research samples. We got 400 BLOG sites included two different categories “Words” and “Food” to execute the factor analysis model.

The result of analysis shows that there are three factors;”BLOG popularity”, “abundant content”and “BLOG network centrality” can be induced from 18 BLOG variables. Different category of BLOG has similar classified result. This research could not only let users know BLOG sites more clearly, but provide a powerful theoretical basis for other related BLOG research.

目錄
第一章    緒論................................1
1.1    研究背景與動機......................1
1.2    研究目的............................3
1.3    研究範圍與架構......................4
1.4    研究流程............................5
1.5    預期之成果..........................7
第二章    文獻探討............................8
2.1    BLOG部落格..........................8
2.1.1    BLOG定義............................8
2.1.2    BLOG歷史發展........................10
2.1.3    BLOG分類............................11
2.1.4    BLOG組成元件........................16
2.1.5    BLOG特性............................19
2.1.6    現行BLOG評量........................21
2.2      社會網路學觀點......................23
2.2.1    社會網路定義........................23
2.2.2    社會網路組成要素....................24
2.2.3    社會網路分析........................26
2.2.4    圖形理論............................26
2.2.5    節點影響力計算......................29
2.3    文獻計量學觀點......................37
2.3.1    文獻計量學定義......................37
2.3.2    文獻計量學範圍......................38
2.3.3    引文分析............................39
2.4      一般網站衡量觀點....................41
2.4.1    網站衡量定義........................41
2.4.2    網站衡量的發展......................41
2.4.3    網站衡量模式........................42
2.3.4    網站衡量數值分析....................44
第三章    研究方法............................46
3.1      BLOG影響變數產生....................46
3.1.1    BLOG相關變數蒐集....................47
3.1.2    BLOG 變數修剪.......................50
3.2      BLOG指標建立........................51
3.2.1    次級資料分析........................52
3.2.2    實際變數蒐集........................55
3.2.3    因素分析法..........................63
3.3      驗證................................64
3.3.1    信度分析............................64
第四章    研究結果............................65
4.1      敘述統計分析........................65
4.2      指標建構一(美食)....................67
4.2.1    同質性檢驗..........................69
4.2.2    因素分析............................70
4.2.3    效度分析............................72
4.2.4    信度分析............................73
4.3      指標建構二(文字)....................76
4.3.1    同質性檢驗..........................76
4.3.2    因素分析............................78
4.3.3    效度分析............................81
4.3.4    信度分析............................82
4.5      小結................................83
第五章    結論與未來研究方向..................88
5.1      研究成果............................88
5.2      研究貢獻............................90
5.3      研究限制............................90
5.4      未來研究方向........................91
第六章    參考文獻............................93

圖目錄
圖1-1  BLOG指標研究架構……………………………………5
圖1-2  BLOG指標研究流程圖…………………………………6
圖 2-1  BLOG類別圖…………………………………………15
圖 2-2  BLOG組成元件圖……………………………………17
圖 2-3  BLOG網站功能示意圖………………………………20
圖 2-4  內部連結排序圖……………………………………21
圖 2-5  社會網路圖例………………………………………27
圖 2-6  網路中心性圖例……………………………………31
圖 2-7  PageRank實作範例…………………………………34
圖 2-8  結構洞示意圖………………………………………37
圖 2-9  文獻定型過程圖……………………………………38
圖 2-10 文獻計量學研究範圍………………………………39
圖 3-1  研究流程設計………………………………………46
圖 3-2  BLOG衡量模式………………………………………52
圖 3-3  無名小站網路連結圖........................57
圖 3-4  無名網誌類別互動圖………………………………61
圖 4-1  美食類BLOG性別比例圖……………………………65
圖 4-2  文字類BLOG性別比例圖……………………………65
圖 4-3  轉軸後空間中成份圖(美食類)……………………73
圖 4-4  轉軸後空間中成份圖(文字類)……………………82
圖 4-5  修正後BLOG衡量模式………………………………87
圖 5-1  BLOG衡量模式………………………………………88




表目錄
表 2-1 BLOG定義彙整…………………………………………8
表 2-2 BLOG發展大事紀………………………………………11
表2-3 BLOG人數分類比較……………………………………12
表2-4 社會網路定義彙整……………………………………24
表3-1 BLOG屬性變數列表……………………………………47
表3-2 BLOG變數定義轉換表(文獻計量學)…………………48
表3-3 BLOG變數定義轉換表(社會網路學)…………………48
表3-4 BLOG變數定義轉換表(一般網站衡量)………………50
表3-5 修剪後的變數…………………………………………51
表3-6 無名類別節點網路圖…………………………………58
表3-7 類別互動權重比較表(1)……………………………60
表3-8 類別互動權重比較表(2)……………………………60
表3-9 無名類別網路中心性…………………………………62
表4-1 美食類敘述統計表……………………………………66
表4-2 文字類敘述統計表……………………………………67
表4-3 標準化後敘述統計表(美食類)………………………68
表4-4 題項總分信度統計表(美食類)………………………69
表4-5 KMO檢定值(美食類)…………………………………70
表4-6 解說總變異量表(美食類)……………………………71
表4-7 轉軸後成份矩陣(美食類)……………………………72
表4-8 美食BLOG共同性列表…………………………………73
表4-9 美食類信度分析一……………………………………74
表4-10 美食類信度分析二…………………………………75
表4-11 美食類信度分析三…………………………………75
表4-12 標準化後敘述統計表(文字類)……………………76
表4-13 題項總分信度統計表(文字類)……………………77
表4-14 KMO檢定值(文字類)…………………………………78
表4-15 解說總變異量表(文字類)…………………………78
表4-16 轉軸後成分矩陣(文字類)…………………………79
表4-17 調整後KMO檢測值(文字類)…………………………80
表4-18 調整後解說總變異量表(文字類)…………………80
表4-19 調整後轉軸後成分矩陣(文字類)…………………81
表4-20 文字BLOG共同性列表………………………………82
表4-21 文字類信度分析一…………………………………83
表4-22 文字類信度分析二…………………………………84
表4-23 文字類信度分析三…………………………………84
表4-24 類別指標比較表……………………………………85
表4-25 假設模式與實驗後模式比較表……………………86

                                

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