美食部落格內容形式分析之研究

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2011

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本研究主旨在探討美食部落格內容形式,以內容分析法與問卷調查法為主要的研究方法。首先從「部落格觀察」與各部落格平台首頁中美食部落格的排行榜中,篩選後取前10名美食部落格,以內容分析法來瞭解其中共437篇食記之內容形式現況;再透過網路問卷調查法,瞭解使用者對美食部落格內容形式需求與消費意願之影響,總計回收有效問卷479份;並進一步比較美食部落格食記內容形式與使用者看法之差異。本研究之重要發現如下: 1. 美食部落格食記內容以「產品資訊」提供比例最高,版面呈現設計以「照片」提供比例最高;互動功能以「社群互動功能」提供比例最高。 2. 使用者對美食部落格食記內容需求對「商店資訊」需求最高;版面呈現設計中對「照片」需求最高;互動功能中對「相關連結功能」需求度最高。 3. 食記內容中以「商店資訊」對使用者消費意願影響最高;版面呈現設計中以「照片」對使用者消費意願影響最高;互動功能中以「相關連結功能」對使用者消費影響相對較高。 4. 不同「性別」、「年齡」、「平均月所得」、「食記使用資歷」,對於使用者需求有顯著差異性;不同「性別」、「職業」、「平均月所得」、「食記平均每次瀏覽時間」,對於使用者消費意願影響有顯著差異性。 5. 美食部落格食記內容中提供的「服務資訊」、「商店資訊」與互動功能中提供的「相關連結與搜尋功能」與使用者需求存有落差。 根據上述研究結論,針對食記部落客、食記使用消費者、部落客服務平台,以及後續研究者提出相關建議。
This study aims to examine and analyze the content in food blogs. The content analysis and questionnaire survey are the main research methods used in the study. First, we picked the top 10 food blogs from the "Blog Watch" and the front page in blog service provider to do the cross-comparison. Then we used content analysis to examine 437 articles in food blogs for examining the current status. Second, we used the online questionnaire investigation to understand the opinion of blog users’ needs and examine the influence of it toward user purchase intention.There are total 479 valid questionnaires. Then we keep processing the further comparison about the difference between the content in food blogs and the users’ needs. The major findings of this study are as following: 1. “Product information” is the most emphatic item of the content in food blogs, “Photograph” is the most emphatic item of the web page layout design in food blogs,and “Community interactive function” is the most emphatic item of the interactive function in it. 2. The users have highest demand toward “The store information” in food blogs content, and “Photograph” of the web page layout design in food blogs, and “website link related” of the interactive function in it. 3. “The store information” of the content in food blogs and “Photograph” of the web page layout design in food blogs and “website link related” of the interactive function in food blogs bring significant influences among user’s purchase intentionl. 4. The factors such as the in “gender”, “age” , “how much for spending per month ” , and “food blogs using qualification” bring significant influences and create differences among users’ needs;The factors such as the in “gender”, “occupation” , “how much for spending per month ” , and “how long for suffering food blogs per times” bring significant influences and create differences among user’s purchase intentionl. 5. There are extreme differences between the provided content in food blogs and users’ need. It happened on following factors such as “service information”, “store information”, and the “website link related”, provided by interactive function in food blogs. According to the results of the study, it can provide suggestions for the bloggers and users of dinning experience food blog, the blog service provider and future researchers.

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美食部落格, food blogs

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