本研究透過聯合系統與獨特風險綜合評估違約的強度，假設市場上經濟變數或資訊影響系統之違約強度，然若直接考慮所有經濟變數到模型中將可能會有共線性或維度過高之疑慮，因此透過狀態空間模型來設定狀態變數以及經濟變數之關係並將萃取三大狀態變數分別用以描述市場實質活動面、通貨膨脹以及信用環境。另外，將透過結構式模型來計算獨特性風險大小，當個別潛在的變數低於一定數值將導致個別的違約事件發生。而因布朗運動可能無法描述或校準市場上違約之鋒態以及偏態，將進一步考慮Variance Gamma過程用以更準確描述真實違約狀況。最後透過結合以上兩個風險綜合評估下，考慮一個聯合違約模型來評價信用違約交換之信用價差。 / Systematic and idiosyncratic risks are supposed to jointly trigger the default events. This paper identifies three fundamental risks to capture the systematic movement: real activity, inflation, and credit environment. Since most macroeconomic variables fluctuate together, the state-space model is imposed to extract the three variables from macroeconomic data series. In the idiosyncratic part, the structural model is applied. That is, idiosyncratic default is triggered by the crossing of a barrier. For improvement of the underlying lognormal distribution, we assume the process for the potential variable of the firm follows a Variance Gamma process, sufficient dimensions of which can fit the skewed and leptokurtic distributions. Under the specific setting of combinations of the two risks (the so-called joint default model), we price credit default swaps.

過去研究指出，增加董事會的開會次數將提高董事會的監督效能。本研究以董事會之開會次數為應變數，納入總經理特性、董事會特性與財務特性，探討影響董事會監督強度之決定性因素。本研究發現，總經理任期、總經理持股比例、董事會規模及前期經營績效對董事會監督強度存在顯著負向關係，而總經理與董事長為同一人對董事會的監督強度呈顯著正相關。進一步將樣本依總經理是否屬於控制家族成員，將樣本分成兩組樣本後，本研究發現，總經理之控制家族色彩會削弱總經理任期與董事會監督強度關聯性，但也具有增強總經理與董事長為同一人、董事會規模與董事會監督強度關聯性的效果。 / Prior researches argue that board meeting time is an important resource in improving the effectiveness of a board (e.g., Vafeas, 1999; Ryan et al., 2007). We use a Poisson model with the number of board meetings as the dependent variable and examine the determinant factors of the intensiveness of board monitoring. We find that the intensiveness of board monitoring is driven by CEO characteristics, board characteristics, and prior performance. CEO tenure, CEO ownership, board size and prior performance are significantly inversely related to the intensiveness of board monitoring. CEO/chair duality positively influences the number of meetings (significant at the 0.1 level). We analyze separately the relations between CEO characteristics, board characteristics, prior performance and meeting frequency for non-family CEOs and CEOs who are numbers of the controlling family, and use interaction term between independent proxies and the controlling family dummy variable to test for the significance of these differences. We find that the relation between the number of board meetings and CEO tenure is weaker when the CEO is a member of the founding family. We also find that the relations between the intensity of board monitoring and CEO duality, board size are stronger when the CEO is a member of the founding family.

本研究所選取的研究對象是太陽能技術領域中的相關研究單位，之所以選擇太陽能產業主要有幾點原因：1. 全球可利用能源有限，各界紛紛發展相關再生能源技術，而太陽能技術領域為目前最被看好的方向，所以太陽能技術之議題研究實為刻不容緩。2. 以往探討太陽能相關文獻，大都從太陽能的產業面及發展商機等做一探討，而鮮以從專案層次的技術管理層面切入，本研究認為欲探求太陽能領域之技術發展，必須從技術知識的基本特性著眼，並深入研討其技術管理過程為何，另外，技術也是知識的一種，故而技術管理自然會牽涉到知識管理。3. 一般技術在發展歷程中，會依循特定軌跡來累積成長，這個特性在太陽能產業尤其明顯，而國內卻一直沒有專門研究太陽能技術的系所，所以，有關太陽能產業中其技術來源及發展軌跡，實為一有趣而值得探究的議題。 目前國內的太陽能產業鏈，從上游端到下游端分別包括晶片、電池、模組以及系統應用等，本研究主要針對上述領域之技術研究單位來探討主要兩個研究問題： 1. 太陽能技術領域中，關鍵的技術知識特性為何? 2. 太陽能研究單位在技術發展過程中，其知識創新的管理活動為何?這些活動又如何受到技術知識特性的影響? 本研究從技術知識特性及知識的創新管理活動兩構面，藉由個案訪談的方式，深入探討技術單位在技術發展過程，兩構面之相互影響及造成的結果為何。最後，本研究經過個案訪談整理以及其他次級資料分析，以及經過相關學者文獻的學理驗證結果，得到以下幾點的研究發現：   1、 技術知識的創新程度會影響知識創造活動的團隊型態 2、 技術知識的變動程度會影響知識創造活動的外部網路關係 3、 技術知識的複雜度會影響團隊成員的多元化程度 4、 技術知識的專質性會影響知識創造活動的新工具/程序之產生方式 5、 不同的技術生命週期會影響知識創造活動的實驗或原型試製的方式 另外，經過研究個案之歸納分析後，除了五項主要的研究發現外，還有兩個其它的重要發現，分別如下 1、 太陽能領域的技術研究單位會依循特定路徑累積其動態能耐 2、 依技術研究單位願景與定位的不同，其技術策略發展也有所不同 / This thesis focuses on the photovoltaic industry in Taiwan, especially for the research unit of solar tech. The reasons are several aspects listed. 1. The energy in the world is limited, and more and more firms start to find the way to new kind of energy. Among lots of renewable energy technologies, solar tech. is most emphasized. To find more details about the solar tech. is important. 2. Most of formal thesis focused on the opportunities about the solar market, but few discussed about the technology characteristics and management of solar tech. But as we know, technology is one kind of knowledge, and tech. management is certainly related to knowledge management. 3. The technologies in many fields always follow the special trajectory, and the solar tech. is no exception. So it’s interesting to find the sources of solar tech. and to find how the solar technologies make further progress. The solar industry in Taiwan mainly includes technologies of wafer, cell, module, and system application. The main goal of this thesis focuses on the research units that deal in solar technology, and the thesis has two principal questions for discussion as followed: 1. What are the key characteristics of technology in solar field? 2. What are the activities of knowledge management in solar field? And the thesis has structural frame consists of two elements: the characteristics of tech. knowledge and the knowledge management. By interviewing the related research units in solar field and other data for assists, the research has discovered some interesting results: 1. The degree of tech. innovation would affect the team type. 2. The degree of tech. variation would affect the connection to external units. 3. The degree of tech. complexities would affect the diversification of team numbers. 4. The degree of tech. exclusion would affect whether the research units make new tools/procedures by oneself or directly buy in. 5. Different stage of tech. life cycle would affect the experiment ways or different prototype. Besides, by the analyses of the cases, the thesis also finds other two results about the characteristics of solar industry. They are listed as followed: 1. The research units of solar field would follow specialized trajectories to build their core competence. 2. Depending on different vision in the solar field, the research units have different development strategies.

近幾年來，髮型設計工作室、髮型沙龍的經營型態越趨流行，使得許多髮型設計師的工作型態產生變化，有越來越多的髮型設計師以不同型態之勞動方式提供勞動，有以靠行方式、或以個人工作室、或受僱於店家．．等方式提供本身技術與服務。 由於美髮業是個勞力密集的行業，因該行業的行業特性，導致此行業之從業人員的勞動條件普遍較差，如工作時數長、薪資低、福利欠佳等，而美髮業應該如何改善這些問題亦成為重要課題之一。 如何使美髮業從業人員在辛苦付出勞務的同時，能夠獲得對等的報酬或回饋，使該行業從業人員除了從工作中獲得成就感外，亦能從勞動條件或工作環境中獲得滿足感，也成了應被重視的課題之一。因此，本研究將從工作型態、工作特性進一步瞭解位於臺北市之美髮業從業人員的工作條件、勞動福利、勞資關係等相關問題。 / Recently years, Hair Designing Studio or Hair Salon becomes more and more popular, that it made a lot of changes in Hair Stylist this industry. There are more and more Hair Stylists supply their personal skills in different ways as work force, just like freelancers, operate a studio, or employed. Due to Hairdressing is a labor intensive industry, the working condition of Hair Stylists are lower than generally because the property of Hairdressing. For example, longer working times, lower salary, poor benefit, and so on. So, how to improve these problems becomes one of the important issue in hairdressing industry. It should be a very important issue that besides the achievement, Hair Stylists also can get satisfy in their job at the same time, after hardly working, the compensation and feedback can reciprocally. In this reason, the research will take the point of view from the working conditions and property to further understanding the related problems about working conditions, labor welfare, employment relationships of Taipei’s Hair Stylists.

本文的研究目的為分析台灣菸品消費的特性。本文選擇採取分量迴歸法作為研究方法，探討在0.05、0.2、0.4、0.6、0.8和0.95的菸品消費分量下，吸菸家戶的菸品消費特性效果為何。資料來源為行政院家庭收支調查報告。 研究結果指出，在0.2到0.8分量的菸品消費量下，菸品的價格彈性為-0.161到-0.231之間。然而，在0.05分量的菸品消費量下，菸品的價格彈性為-0.363，而當位於0.95分量的菸品消費量時，菸品的消費彈性大幅的提升至-0.701。這代表著提高菸品稅或是菸品健康福利捐的政策是可以有效減少吸菸行為的。 更近一步探討，在0.95分量的菸品消費下，菸品的消費彈性大幅的提升至-0.701，對於此現象可能的解釋為，對於較高菸品消費量的家戶大部分為吸菸成癮者，當價格上漲時，消費者會選擇改變吸菸習慣例如戒菸或購買較便宜的香菸。 而值得一提的是，對於吸菸成癮的消費者而言，也存在一定機率會選擇購買非法的走私香菸，而走私香菸不但無法增加我國菸品稅收收入，也無法達成抑制我國吸菸率的政策目標。因此，政府在推動菸品控管政策時，須將菸品消費者的消費特性列入考量，同時也必須加強查緝非法菸品走私的行為，才能更有效達成政策目標。 / The research purpose of the paper was to analyze the characteristics of cigarette consumptions in Taiwan. The paper had adopted quantile regression as research method to discuss the effect of smoking households’ consumption characteristics to the cigarette consumptions in Taiwan at 0.05, 0.2, 0.4, 0.6, 0.8, and 0.95 quantile. Data for the research was sourced from the “Report on the Survey of Family Income & Expenditure”, conducted by the Executive Yuan, R.O.C. The results showed up that the price elasticities of cigarettes were estimated about -0.161 to -0.231 from 0.2 to 0.8 quantile of cigarettes consumption. However, the price elasticity of cigarettes was -0.363 in 0.05 quantile and raised significantly to -0.701 in 0.95 quantile. Indicating the policy of implementing cigarette tax or “Health and Welfare Surcharge on Tobacco Products” would decrease the smoking behavior effectively. Furthermore, the price elasticity changed to -0.701 in 0.95 quantile, a possible explanation for this phenomenon was that households with higher cigarette consumption were highly addicted to smoking, when the cigarette price increased, they would try to change smoking habit such as buying cheaper cigarettes or quit smoking. However, it is worth noticed that there existed risks of price sensitive smokers seek out measures to purchase less expensive cigarettes when they were highly relied on cigarettes, such as smuggled cigarettes, which may decrease future cessation efforts, and also lose the tax revenue from cigarette excise tax. Therefore, government should also take the consumption characteristics of smoking households into account and also enhance the prevention of illegal consumption behaviors when implementing the tobacco control policy.

隨著資訊時代的來臨，網際網路用戶數的急速成長，客戶資料大量湧入的結果造成了企業回應客戶的困難；此外，入口網站的日漸普及與市場新利基的建立，使得上網者對專業化網站的需求提高；而配合新行銷時代的來臨，新科技行銷已從以往的大眾行銷走向一對一的個人化行銷。在這樣的背景與動機驅動下，近年來資料倉儲技術的興起，在這個講求競爭及速度的時代，提供了一套真正能創造企業優勢的方法，資料倉儲與客戶關係管理也逐漸成為企業發展與競爭不可或缺之工具。 　本研究乃是利用資料倉儲等相關技術，期望能達到網路市場區隔之目的，進而提供行銷相關之建議。因此，研究中定義了入口網站之會員特性分析模式，從中發掘出會員特性模式之分析結果，再配合入口網站功能階段分類表的服務內容，與研究中所訂之行銷模式，修改並制訂最後行銷策略上之參考建議。 　目前國內在資料挖掘上之相關研究，乃以金融、銀行、保險等領域的應用較多，對於入口網站此領域的應用尚無相關研究出現。另外，在網際網路發達，且入口網站百家爭鳴的背景之下，如何提高會員註冊率，與如何保留住已註冊的會員，是網站經營者所需考量的兩個重要課題。有鑑於此，本研究期望帶給網路業者一個新的思考方向與啟發，也試著將資料挖掘的技術帶入網際網路的應用領域，由網站會員特性的初步分析開始，做一簡單之示範。 / With the approach of informational era, the Internet users grow rapidly and the mass production of customers' data results in the difficulty of the response from industries to customers. Moreover, the widespread use of portal sites and the establishment of new market opportunity let the Internet users raise their demand to specialized websites. Because of the coming of new selling era, the selling of new science and technology has changed from the former mass selling to one-to one individual selling. Under the drive of this kind of background and motive, Data Mining technology rises and develops recently. In the era that emphasizes competition and speed, we provide a method that creates the superiority of industries. Data Warehouse and Customer Relationship Management (CRM) is becoming the essential tool for the development and competition of the industries. 　This research uses some technologies related to Data Warehouse in order to segment the Internet market, and provide the related selling suggestions. Therefore, the research defines the analytic model of characteristics of members of portal sites, discovers the analytic results, and then to cooperate with the services mentioned in the classified table of functions/stages of the portal site and the selling model made in the research, and then modifies and makes the final suggestions on selling tactics. At present, the internal researches about Data Mining are usually applied in the domains of finance, banking, and insurance, not in the domain of the portal sites. Besides, in the situation of prosperous Internet and competition of portal sites, how to raise the register rate of members and how to keep the registered members are the two important topics considered by website managers. Consequently, this research hopes to bring not only a new direction and inspiration to managers, but also a new applied domain, Internet, for Data Mining. This research will begin with a simple example that analyzes the characteristics of a Portal Sit's Members and the Making of Selling Tactics.

網際網路的快速發展，加上 WWW 所具備的多媒體呈現與連結能力，全球資訊網 WWW 迅速成為一項新興的媒體。傳統媒體業者紛紛投入人力、物力成立網站，提供網路上的服務。本研究的主要目的即在探討網路媒體出版事業的經營要素，並釐清網路特性對於媒體經營之影響。 本研究根據媒體經營要素之整理，及對網路出版實際案例之觀察、與比較分析，歸納出網路媒體出版事業經營要素之研究發現：1.網路出版的產品定位明確，且其市場關聯性極高。2.網路出版極為強調資訊之即時性或累積性。3.網路出版可打破地理區域限制，網站提供較多的國際性資訊漸成為趨勢。4.網路出版極為重視網站使用之方便性，以各種網路工具設計來提高網站使用的方便性。5.網路出版都很重視與讀者之互動，設計各種能照顧深度或廣度的互動機制，亦即可看出都很用心經營網站讀者社群。6.網路出版非常重視人力資源。7.網路出版都擁有極佳之媒體資源，並善加利用。8.網路出版都有極佳科技應用能力，亦即擁有強大的電子資料庫，以及數位化生產能力。9.網路出版需建立事業合作網路，利用外部資源彌補內部資源之不足。 比較傳統媒體經營要素與網路出版經營要素，可以發現在產品定位、人力資源、媒體資源、外部資源等方面並沒有改變；而在資訊即時性或累積性、地理區域範圍、科技應用能力方面稍有調整；而社群經營、使用方便性則屬網路出版獨特之經營要素。 在資訊即時性方面，網路出版受到網路特性即時性之影響，能以最快的時間完成資訊的傳輸、溝通，加上網路生產價值鍊重組，因此可達到更高的即時性。在資訊累積性方面，由於網路數位式資料庫更易於資訊之累積，且能打破平面媒體篇幅、版面的限制，使得網路出版之資訊累積性更為提高。在地理區域範圍方面，網路出版在網路無遠弗屆、即時性特性的影響下，發行傳送不再受到地理限制。在科技應用方面，在數位化、資訊價值特性之影響下，網路出版必須強調數位化的生產能力，以及擁有數位化之資產。在網路出版所獨有的經營要素方面，由於網路特性即時性、互動性、價值鍊重組、網路外部性之發揮，讀者社群的經營成為網路出版的重要工作。另外一項新的網路出版經營要素--使用方便性，則與媒體呈現之特性較有關聯。 / The study of key factors of Internet publishing management-By Yuan-lung Tsai-Advisor: Dr. Chao-Tung Wen1.MotivationBesides the emergence and rapid growth of Internet, the multimedia display and linking talent of WWW have made it a booming media. Traditional media enterprises invested their resources to build up web site and provide online services.To the traditional media enterprises, such as Time-Warner and Dow Jones, the Internet is a new arena. Entering the Internet market with their successive experience in traditional media market, could they open the Internet publishing market successfully? How did they transfer t2.Research QuestionsIn this thesis, I will find out the key factors of Internet publishing management, and distinguish the key factors of the Internet publishing management from the key factors of traditional media, the questions of this research include:(1) What are the key factors of Internet publishing management?(2) What is the difference of the key factors of Internet publishing management between the ones of traditional media management?(3) How do the characteristics of the Internet influence the key factors of media management?3. MethodologyStarting with the key factors of media management, and concerning the effects of the characteristics of Internet, I studied several current Internet publishing site, then derived the conclusion.The research objects I chose include three different business types, one is online newspaper, another is online magazine, and the other one is online Encyclopaedia.4. ConclusionThe key factors of Internet publishing management include:(1) Find a definite niche of product, and serve the needs of target readers.(2) Stress the real time or accumulation of information even more(3) Internet publishing could break through the geographical boundary, offering more international information is the trend of Internet publishing.(4) Internet publishing site should design various tools, such as front page, site map, search engine, personal page, to make the site user-friendly.(5) Internet publishing site should design various interactive mechanisms, such as E-mail, online chat, online discussing board, member service, to communicate with the readers, and manage the reader community aggressively.(6) Human resources, especially Internet professionals, matter. Web site should employ full-time workers, include editors, authors, web site producers, web site designers, and computer professionals.(7) The resources of media group can support the Internet publishing, such as content sharing, financial support, brand name, promotion, and reputation.(8) Digital database and digital production capability are core competence of the Internet publishing.(9) Internet publishing should build up the network of collaboration. There are three kind of companions, one is content provider, another is ISP or Internet channel, the other is technology support.Comparing the key factors of media management and the ones of Internet publishing management, there are three different states. Some factors, include product niche, human resources, media resources, and outer resources, are consistent. Some factors, include real time and accumulation of information, market boundary, and technology, are modified. Some factors, include community and user-friendly, are specific for Internet publishing.

本文的研究目的，在於直接以利率特性探究景氣循環，並以景氣循環探究利率特性，以了解兩者之間的關係；此模型的特色，在於避開了一般總體模型共通的一項缺點 : 必須先預測外生變數。以上談到的貨幣市場利率特性，計有持有報酬率、違約貼水、期限貼水等三者，至於景氣循環則採用經建會所認定的標準。 研究發現，民國75年到84年臺灣地區貨幣市場的利率特性與實質經濟活動，的確互有解釋及預測能力，實証結果如下： 1.持有報酬率與景氣循環 持有報酬率對景氣具有顯著的負向關係，以持有報酬率來解釋及預測景氣機率也獲致很好的效果；另外，在景氣由盛而衰及由衰轉強此二個景氣轉折月份，持有報酬率飛高和陡降的劇烈變化特別值得注意。並且可以藉由卡曼模型改變估計方法，提高景氣對持有報酬率的解釋和預測能力。 2.違約貼水與景氣循環 從違約貼水對景氣為固定係數的負向關係來看，顯著性雖然低，卻可藉由卡曼模型改變係數估計的方法，大幅改善違約貼水與景氣相互間的解釋和預測能力。 3.期限貼水景氣循環 下降或駝峰型的利率期間結構堪稱是衰退期特有的現象，和1938(1989美國的歷史資料不謀而合。

近年來， 台灣在經濟結構的巨幅轉型下，已喪失了原有比較優勢的國際 競爭力。 在政府及民間企業大聲呼籲產業升級下，自創國際品牌成了此 聲浪下頗受矚目的一種作法， 然而觀諸過去企業界對自創品牌的投資及 努力，發現企業追求自創品牌卻導致不盡相同的結果。 因此，本研究嘗 試以個別產業的觀點，深入探討台灣自行車廠商從原廠委託製造 (OEM) 到自創品牌的決策過程， 並假定產品的某些特性應對品牌化決策有所影 響，且進行驗證。 研究過程中實地訪談了十家業績優良的自行車成車及 零件業者，以做進一步的命題發展，研究的問題包括： 1.原廠委託製造( OEM) 對自行車成車廠及零件廠在自創品牌中所扮演的角色為何？ 2.品牌 化過程中，品牌角色的演變。 3.成車廠、零件廠的品牌決策過程是否相 同？ 4.成車廠、零件廠雙方在自創品牌過程中的互動關係？ 5.自創品牌 產品的相關品牌策略？而根據個案訪談及分析後，本研究依研究發現提出 的結論為： 1.自行車業在國際自創品牌上的優異表現來自規模經濟的充 分運用 2.企業階段性靈活運用ＯＥＭ策略，將有助於自創品牌發展 3.企 業妥善規劃品牌化過程之資源配置，有助於成功自創品牌 4.利基市場的 選擇是企業自創品牌的致勝之道 5.聯結衛星體系間之價值鏈，將有助企 業自創品牌之成功 6.企業應審慎評估產業發展程度及產品特性以決定最 適品牌化程度

根據經濟部統計，在全球經濟不景氣的情況下，彩妝業在2009與2008年同期相比，仍成長了2.72%，以金額來說，台灣彩妝一年有新台幣720多億元市場，而保養品的市場量則一直維持在美妝品市場40%以上比例，兩者合計之金額足見美妝市場之大。因此對於行銷人員來說，瞭解現代女性選擇美妝產品的方式成為一個重要的課題。 本研究認為，若能瞭解網友信任美妝部落格、部落客的原因，就可取得部落格行銷之先機。本研究發現20-29歲女性在制訂美妝產品購買決策時，除了價格因素外，最重要的因素來自於網友評價。美妝部落格部落客成為美妝領域的「意見領袖」，將影響力由虛擬網路世界深入實體世界。我們將影響部落格可信度因素分為：(1)使用時間、(2)使用動機：資訊搜索、人際互動與娛樂消遣、(3)部落格特性：更新快速、自主控制、互動性、多媒體與分眾化、(4)自我揭露、(5)商業意圖揭露等五大要素。結果發現「資訊蒐集」、「人際互動」、「多媒體」、「主題性」與「自我揭露」等五個變項對可信度有正向影響；而「內容詳盡」與「商業意圖揭露負面感知」對可信度影響為負向。 本研究建議在部落格行銷上，應改進過去多用「量產」的口碑行銷方式贏得市面上的曝光量與正面評價，以提升文章深度。多媒體方面可以提升圖文的質感，主題性上可以形塑部落客在美妝領域的專業角色，並利用自我揭露的方式拉近與網友的距離等方式提高可信度。另外要注意內容過於詳盡易帶給網友不信任的負面觀感，而商業意圖不僅是政府開始注意的議題，也是美妝部落格可信度的殺手。 / According to a Ministry of Economic Affair’s study, cosmetic industry in Taiwan is continuously growing under the global economic recession in recent years. The makeup product market is greater than NT 720 billion a year in Taiwan, in which the proportion of the skin care product market in cosmetic industry remains 40%., which may show the potential of this industry. Therefore, it is important for marketers to understand the behavior of consumers in this industry, especially women’s, accounting for most of the share. Women between 20 and 29 will consider other users’ evaluation of products when they have to make decisions on purchasing cosmetic products. Therefore, it is natural to infer that cosmetic blogs and bloggers will become “opinion leaders” in cosmetic areas, and they may exert their influence on consumers’ consumption. If we know why and how users trust in cosmetic blogs and bloggers, we may help the cosmetics marketing in blogosphere. . Factors affecting blog credibility were divided into five dimensions: (1) time, (2) motivation: information exchange, personal relationship and social recreation, (3) blog feature: quick update, independent control, interactive, multimedia and fragmentation, (4) self-disclosure, (5) business intention disclosure. We found that “information exchange”, “personal relationship”, “multimedia”, “fragmentation” and “self-disclosure” have positive effects on credibility. On the contrary, content of blog feature—“detailed content” and “disclosure of intention to sell” have negative effects. Consequently, this study suggests that from a multimedia perspective, bloggers should improve quality of posts, and upgrade blogger’s professional images. Furthermore, using self-disclosure strategies may improve relationships between bloggers and visitors. Last but not least, detailed content easily brings negative impression, and intentions to sell in blogs were not only monitored by government but viewed as defect of credibility by visitors.