以質性研究角度探討Blog認知基模變化

Exploring Cognition-Based Schema Changes for Blog Users: A Qualitative Research Perspective

由於國內寬頻網路環境日趨成熟與普及，網友在網路的使用上，無論頻率、時間或深度均逐年增加，網際網路上的活動與行為成了各界關注的焦點；部落格（Blog）的經營是年輕網友相當喜愛的網路活動之一，與Blog有關的話題也成為年輕人生活上重要的一環。 有鑑於此，本研究以縱貫性的質性研究（longitudinal & qualitative research）方式探討年輕網友對Blog認知發展及轉變歷程，透過深度訪談（deeply interview）的方式對四位網友於前後不同的三個時間點（t1、t2與t3）紮根式的收集資料，用開放性編碼（open coding）將深度訪談所蒐集到的資料擷取出與Blog相關的字辭（基模），再依主軸編碼（axial coding）對相似的開放性編碼做歸類，以便對現象做更精確的詮釋。 研究結果顯示，於t1 時間點四位受訪者共同的認知基模為「個人使用習慣」、「Blog內容面（動態）」及「Blog功能（技術面）」；於t2時間點四位受訪者共同的認知基模為「Blog定義」；於t3時間點四位受訪者共同的認知基模為「Blog功能（技術面）」與「Blog內容面（靜態）」。最後，分別以「默會知識理論」、「認知行為理論」及「社會交換理論」角度，詮釋時下年輕網友對Blog認知發展的歷程及轉變。

At the end of the twentieth century and the beginning of the twenty-first, Blog which is a new activity of Internet is gradually emergent and popular in Taiwan. Given a variety of activities on Internet, young people dote on Blog which has become a part of living life. Thus, the call for the internet researchers to understand the perspectives of the young generation in this cyberspace has become pronounced and manifest. The main purposes of this study were twofold. First, conducted by qualitative research, it systemically investigated the cognitive change of the young people from the schema-based perspective. Second, from the viewpoint of schema change, it compared longitudinally group schema similarities and differences in terms of three periods, by using open coding and axial coding. The results revealed that four users have similar schemata in ”Blog movement contents” and ”Blog technological foundations” at the t1 period. The end of t2 period, all of them shared with common schemata in ”Blog definition”. Moreover, the last period (t3), they shared common cognition in ”Blog technological foundations” and ”Blog static contents”. Armed with the results, this study can provide a core epistemology from Polanyi's tacit knowledge theory、cognitive behavior theory and social exchange theory for the researchers with similar interest.