隨著 Web 2.0 以及社群媒體的崛起, 討論時尚相關內容的部落客獲得廣⼤的讀
者及觀眾，早期的研究將時尚部落客歸類為俱有影響⼒的中介者以及購物達⼈，然
⽽，⽬前有越來越多的時尚部落客以跳脫此⾓⾊定位，成⽴個⼈的時尚及⽣活⾵格
品牌，成功地將虛擬世界的部落格和個⼈形象轉化為實體店鋪或者專屬網路販售平
台。⼀個部落格的運作必須包含部落客和讀者間的價值共創，以往研究鮮少使⽤此
觀點，因此，本研究⽬的在於探討部落客與其讀者間的互動關係，將部落格視為由
兩⽅共同創造價值⽽成為品牌的歷程，檢視讀者賦予此品牌的意義和新形態消費。

本研究採⽤質性研究⽅法，了解社群媒體底下消費者⼼裡和消費⾏為，訪談
對象包含兩位近期成⽴個⼈品牌之時尚部落客及其讀者，前者偏重創業⾏為動機，
後者則重於對部落客個⼈品牌的觀感及消費與互動⾏為，綜合多個個案研究、內容
分析法以及研究者親⾝參與部落客與讀者線下活動的直接觀察，對此主題更有全⾯
性的了解，歸納出時尚個⼈品牌創業家在社群媒體下形成之關鍵因素。

分析顯⽰，部落客的部落格經營有階段性的發展，其改變主要來⾃於與讀者
互動中獲得的⼈脈和反饋，部落客個⼈則透過不斷的摸索和調整，提升部落格內容
豐富度與專業性，從中獲得業界關注和商業合作機會，進⽽從業餘部落客轉變為時
尚鑑賞家，此形象和累積的讀者關係成功為部落客的個⼈品牌帶來⼀群讀者顧客。
透過價值共創視⾓，部落格作為⼀個部落客與讀者間的共製內容平台，初始的價值
主要為資訊擷取導向，透過多⽅⾯的互動和⾧期閱讀，部落格因讀者個⼈喜好與知
識背景賦有不同的使⽤價值，但情感上以及經驗上的價值逐漸超越其功能性；最後，在此過程中所建⽴的關係轉換為可信度，部落客品味和獨特性獲得共鳴，互動的良好經驗形成忠誠度，綜合多種因素逐漸形成個⼈品牌價值。結果亦說明透過雙向溝通和部落客與讀者主動性的參與，部落客可在此過程中學習經驗知識、獲得專業並培養⼀群潛在顧客和利基市場。最後，研究指出由下⾄上的品牌某種程度反應當代社會中顧客對於權利分享和消費⾏為的改變－成為品牌的共同打造者。

With the Web 2.0 and the emergence of social media, a number of bloggers who share fashion-related content have received recognition from their readers. Previous studies
often took fashion bloggers as influencers and market mavens for discussion. A recent phenomenon of bloggers-turned-entrepreneurs indicates that some fashion bloggers have successfully transformed their blogs into personal brands with self-owned platforms for retailing in either off-line or on-line channels. However, the process behind this phenomenon involving co-creation has not yet been fully investigated. Thus, the purpose of this study is to explore the interaction and relationship between bloggers and blog readers through the meaning they co-create which enables the blogger’s personal brand.

A qualitative approach enabled this study to gain deeper insight into modern consumer behavior under the realm of social media. Two Taiwanese fashion bloggers who
recently launched their personal brands were chosen as case studies. Data collection involved interviews with bloggers and readers: bloggers were interviewed for entrepreneurial behavior and motivation, and blog readers were interviewed for participation activities as well as perception and purchasing behavior of bloggers’ brands.

Analysis shows bloggers went through three stages - from amateur blogger to thematic curator to fashion connoisseur. Such a transformation came about as a result of
interaction with readers and accumulated resources from the blogging process. Through value co-creation, blogs initially served as a platform for bloggers and readers to coproduce content and construct functional value. With extensive interaction and long-term readership, emotional and experiential values are constructed. Hence, the meaning of the brand is an extension of the accumulated value of the blog. Finally, blogging as a bottomup branding process reflects the empowerment and behavioral changes of modern
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