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題名:最佳人氣部落格發展過程之質、量化研究
作者:王淑娟
作者(外文):Shu-Chuan Wang
校院名稱:雲林科技大學
系所名稱:管理研究所博士班
指導教授:方國定
學位類別:博士
出版日期:2010
主題關鍵詞:李雅普諾夫指數混沌理論顧客關係管理關係行銷市場區隔Customer relationship managementRelationship marketingMarket segmentationLyapunov ExponentsChaos theory
原始連結:連回原系統網址new window
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本研究在時間演進過程中,採用質、量化研究探討最佳人氣部落格發展過程,以作為相關網站經營的參考。研究中以【時間-混沌-事件】及【事件-角色-時間】為兩大分析主軸,研究對象為「彎彎~用漫畫寫日記」,研究結果發現,部落格發展行為存在著混沌現象,而以混沌理論相關性隱喻概念如耗散結構、蝴蝶效應及回饋機制,用以瞭解部落格動態發展歷程確實能有不同的啟發性。研究中進一步加入事件維度,用以瞭解引發混沌現象驅動事件特徵,以深化量化數據背後隱含的真實意義。事件中讀者資料的分析,則有助於釐清讀者在事件中所扮演的角色,並藉由各類型讀者佔有率以及個別讀者的忠誠度,掌握網站經營的情況,而讀者角色與事件的關聯,則用以探討讀者對於文章類型的偏好,此資訊將可提供目標行銷的參考,最後,也將讀者角色及讀者對事件偏好隨時間的改變做一對應
The study discusses the qualitative and quantitative aspects of the development process of one of the most popular blogs in Taiwan. The result could be served as future reference for online website management. The study analyzes Wan Wan’s Comic Blog by adopting two approaches “Time-chaos-event” and “Event-role-time” and concludes that chaos situation exists in the blog development behavior. Further information could be deduced from the implication of the concepts of chaos theory such as dissipative structures and butterfly effect on blog development dynamics. The study includes the event dimension, which is used to understand the event-driven characteristics of trigger chaos, and to quantify the real meaning of the data. The data analysis of users is helpful in clarifying the role of the users in the event, and the percentage of different types of readers and the loyalty of individuals help to understand the traffic of the website. The relation between the role of the users and the event is used to detect article preferences, which could be utilized for target marketing. The correlated relation between the role of readers and the event preferences which change with time are also discussed.
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