臺灣博碩士論文加值系統

網路發達的時代，Blogpulse.com統計出，全球部落格數量已超過1.4億，在依賴網路獲取知識及資訊的現今，部落格已佔有非常重要的地位。美食部落格更為網友所愛類型之一。從管理和理論的觀點來看，在行銷通路中，溝通扮演一個重要的角色(Mohr and Nevin, 1990)，高溝通品質能讓雙方關係在交流當中更密切; Morgan及Hunt (1994)提出探討關係品質的「信任－承諾」理論，若在與人交流當中可以相互信任及持續維繫彼此關係，如此可提高其忠誠度。
　　本研究以中部四所大學生為研究對象，共取得412份有效問卷。由問卷結果發現，(一)美食部落格與瀏覽者之溝通品質與信任有正向影響; (二)美食部落格與瀏覽者之信任與承諾有正向顯著影響;(三)美食部落格與瀏覽者之承諾與忠誠度有正向顯著影響;(四)美食部落格與瀏覽者之信任與忠誠度有正向顯著關係;(五)不同背景在不同構面上有顯著差異影響。
本研究理論方面，主要貢獻包括(一)關係品質的「信任-承諾」理論被運用在許多產業上，而對於Customer-to-Customer(C-C)的研究較缺乏，本研究將「信任-承諾」探討於部落格與瀏覽者之間;(二)以溝通品質為前置因素，探討「信任-承諾」理論於美食部落格與瀏覽者之間之關係，提供部落格經營思考方向;(三)針對不同背景對各構面的顯著影響提出建議。

For times of network development, it is shown with Blogpulse.com statistics that the number of blogs worldwide has far exceeded 140 million. For era that relies on network to obtain knowledge and information today, blog has already amounted to very important position. In fact, blog on gourmet foods has even more played as one of the preferred types by network-surfers. As viewed from the perspective of management and theory, communications has played a very critical role (Mohr and Nevin, 1990) for marketing channels, while high communication quality will render mutual relationship lot closer among exchanges. As for “trust -- commitment” theory put forth by Morgan & Hung (1994) to investigate relationship quality, it works to enhance their loyalty if mutual trust and continued maintenance of mutual relationship can be done during human exchange.
　　This study has employed university students in central Taiwan as its subject of research, and a total of 412 valid questionnaires are collection. As found from questionnaire results, 1. Blogs of gourmet food renders positive impact upon the communication quality and trust of network browsers; 2. Blogs of gourmet food renders positive impact upon the trust and commitment of network browsers; 3. Blogs of gourmet food renders positive impact upon the commitment and loyalty of network browsers; 4. Blogs of gourmet food renders positive impact upon the trust and loyalty of network browsers; 5. There is prominent impact of difference under diverse background and aspects.
For theory of this study, its primary contributions include: 1. Theory of “trust – commitment” with relationship quality is being widely use upon many industries, but the studies of Customer-to-Customers (C-C) are relatively in short of. This study will conduct investigation of “trust-commitment” between blogs and network browsers; 3. Using communication as the antecedent factor, it is to conduct investigation of “trust – commitment” on the relationship of blogs for gourmet food and network browser, and provide blog operators with approach and deliberation for management; 3. It will put forth suggestions that render prominent impact in view of different backgrounds and aspects.

目 錄
謝誌.................... I
中文摘要................ II
英文摘要................ III
目 錄.................. IV
表目錄................. VI
圖目錄................. VII
第一章 緒論................. 1
第一節 研究背景................. 1
第二節 研究動機................. 3
第三節 研究目的................. 7
第四節 研究流程................. 8
第五節 研究範圍與限制.................9
第二章 文獻探討................. 10
第一節 部落格 (BLOG)................. 10
第二節　溝通品質(COMMUNICATION QUALITY)................. 16
第三節　關係品質(RELATIONSHIP QUALITY)................. 21
第四節　忠誠度(LOYAL).................................. 29
第三章 觀念性架構及假說推導與建立........................ 32
第一節 觀念性架構 ........................................32
第二節 假說推導與建立.................................... 33
第四章 研究方法與設計..................................... 37
第一節 研究方法 ........................................37
第二節　研究變數與衡量.....................................37
第三節 問卷設計..........................................41
第四節 資料分析方法..................................... 42
第五章 量化研究結果.......................................45
第一節 問卷前測......................................... 45
第二節 正式問卷實施方法與樣本結構分析.......................46
第三節 控制變項與人口統計變項差異之分析.....................52
第四節 構念衡量的信效度...................................61
第五節 研究假說檢定...................................... 69
第六章 結論與建議 ........................................72
第一節 本研究之結論...................................... 72
第二節 學術貢獻與實務意涵.................................77
第三節 研究限制與未來研究方向............................. 82
參考文獻 ................................................83
中文部分 ................................................83
外文部分 ................................................87
附錄一 ................................................101

表目錄

表2-1 部落格之定義......................................12
表2-2 溝通品質之定義....................................20
表2-3 關係品質之定義....................................24
表2-4 信任之定義.......................................26
表2-5 承諾的定義.......................................28
表2-6 忠誠度之定義.....................................31
表4-1 溝通品質、關係品質、忠誠度之衡量構面................42
表5-1 前測問卷構面之Cronbach's α值......................48
表5-2 美食部落格背景資料................................49
表5-3 受訪者之背景資料..................................50
表5-4 溝通品質之平均數及標準差...........................52
表5-5 信任之平均數及標準差...............................52
表5-6 承諾之平均數與標準差...............................53
表5-7 忠誠度之平均數與標準差.............................53
表5-8 溝通品質之T-test、ANOVA 分析表.....................55
表5-9 信任之T-test、ANOVA 分析表.........................57
表5-10 承諾之T-test、ANOVA 分析表.........................59
表5-11 忠誠度之T-test、ANOVA 分析表....................... 61
表5-12 問卷構面之Cronbach's α值.......................... 64
表5-13 原始衡量模式配適度指標結果.......................... 65
表5-14 修正後配適度指標結果............................... 66
表5-15 CFA測量模式適配度指標與標準值對照表.................. 68
表5-16 修正後衡量模式信、效度分析.......................... 68
表5-16 修正後衡量模式信、效度分析(續)...................... 69
表5-17 研究模式變數間之Pearson相關分析結果................. 71
表5-18 本研究模式之路徑分析結果............................ 72
表5-19 結構模式估計...................................... 73

圖目錄

圖1-1 網路常態者2010年1- 6月「部落格」的使用行為.............2
圖1-2 研究之研究流程......................................9
圖2-1 溝通過程........................................... 18
圖2-2 KMV關係行銷模式圖..................................23
圖3-1 研究架構圖......................................... 33
圖5-1 路徑分析圖......................................... 73
圖5-2 整體結構模式圖......................................73

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