Blog的普及使得網路使用者透過網路產製內容的技術門檻大幅降低，網路內容不再由少數技術專業者所掌握；大量增加的Blog對於網路內容的質與量皆造成衝擊，因此Blog傳播特質及意見領袖的特質是本研究的主題。

本研究首先藉由文獻回顧整理目前Blog的研究及發展，意見領袖及參考對象的研究現況，並由網路傳播的特質來看Blog傳播特質。

透過質化研究方法，挑選適合本研究主題的Blogger進行焦點群體訪談以歸納Blog傳播特質及意見領袖形成；研究發現意見領袖Blogger能夠主動掌握議題、重視Blog之間的連結及互動，意見領袖Blog的內容能夠獨特且幫助讀者跨越語言或者是技術的障礙，而Blogger在社群之間形成意見領袖後對於網路匿名性、創作內容及商業化的影響也將在本研究中提及；最後在研究討論部份歸納出Blog傳播的特質，並針對後續研究提出建議。

Blog, the abbreviation of “web log”, is a prevalent phenomenon on the Internet in recent years. The user-friendly features of Blog not only lower the entry barrier of online publishing but populize the web-based communication approach. Moreover, fast-growth Blogs impact the online content both on quality and quantity, therefore the communication features and opinion leaders of Blog are theme of this study.

The background and development of Blog are examined first, and then the literature of opinion leaders, reference people, and Internet communication features are reviewed each for exploring the features of Blog.

Qualified Bloggers were invited to one focus group for discussing the opinion leaders and communication features of Blog, all dimensions mentioned in discussing are coded for advanced analysis. The results showed that Blog opinion leaders can catch the current issue and pay much attention to the interaction with other bloggers and readers. Additionally, the content of these leading Blogs are unique and Bloggers are enthusiastic to lower end users’ barriers of understanding other languages or advanced computer skills. Furthermore, the consequences of being opinion leaders among Blog communities are observed, such as anonymous and commercialized orientation. The communications features of Blog are discussed in the conclusion and proposition, the future potential study is also recommended at the end.

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