本研究以內容分析法來檢視官方電影部落格的迴響，試圖探索出部落格迴響的輪廓。而這1500筆迴響是來自10部不同類型，且為該類型瀏覽人數最高的電影部落格。這些迴響是透次數、主觀性、情緒性、附語言、對話性來編碼，並進行分析。結果顯示，具有主觀性的迴響有大半會參雜不同的情緒，而這些大量的主觀性迴響也可當作消費者的意見來源；不僅如此，具愈豐富情緒的迴響，愈能刺激出部落格的瀏覽人數；此外，這些情緒性的迴響有超過七成都會使用附語言。一直以來，有關部落格的研究都忽略迴響這一部分，而本文從迴響的角度來看官方部落格的經營，一方面補足學術上的所欠缺的部落格迴響研究，另一方面提供業者，可利用迴響的特性，增強部落格的運用。

This research examines the comments of official movie blog through content analysis and probed further for blog comments profile. These 1500 comments come from the 10 different genres’ official movie blogs which have the highest browsing frequency in each field. The comments are coded and analyzed by frequency, subjectivity, sentiment, paralinguistics, and feedback dialogue. The results represent the comments which have subjectivity are mixed with different sentiments and these comments could also be the source of customer opinion. Moreover, the more plentiful sentiment comments, the higher blog browsing frequency. Furthermore, there are more than 70% sentiment comments with paralinguistic use. The researches concerning blog field disregard the comments effect for a long period. However, this article observes the operation of official movie blog from comments’ point of view. On the one hand, it could make up the shortage of academy; on the other hand, it could be taken advantage of the comments characteristics for companies to enhance blog application.

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