臺灣博碩士論文加值系統

隨時間的發展，口碑環境已從傳統的面對面到最近的多管道口碑，當然也包括網路口碑，網路使用的擴張也進而擴大口碑的重要性。而Blog則是近來網路訊息溝通與發佈方面，最新且最快的傳播平台之一。本研究希望結合口碑與Blog平台之應用，並探討何種Blog特徵因素會影響瀏覽者所產生的信任與購買意圖。利用實驗設計方法，欲了解各項因素關係，進而探討瀏覽者信任之中界效果。
本研究採用2X2X2的實驗設計。實驗處理包含發送者專業度（高與低）、回應數（高與低）、友好連結數（高與低）。實驗設計一個虛擬Blog網路頁面，該Blog探討美食為主題，經由網路供受測者填答相關問題。
本研究認為：Blog特徵會使Blog上的口碑訊息對瀏覽者之信任與購買行為產生影響，分析研究所得結果後，作者專業度高和回應數(Comment)多對瀏覽者信任與購買意圖有正向關係，友好連結(Blogroll)對瀏覽者信任與購買意圖之正向關係則不顯著。

The WOM environment is changing from traditional face to face to multi-channel WOM, which includes Internet. Also, The growing presence of the Internet is expanding the availability and importance of WOM in the marketplace (Kwak et al., 2001; Pitt et al., 2002; Zinkhan et al., 2003). Scott (2001) suggested that Blogs are one of the latest and most quickly expanding forms of communication and publishing in the Internet.
This study suggests that factors of Blog contents and credibility are important in understanding purchase behavior on WOM in Blogs. However, the relationships between factors of Blog contents and purchase intentions are not simple and depend considerably on other mediating factor. Whereas our results suggest that high expertise and high number of Blog Comments are generally ‘safe’ Blog factor scheme producing higher credible reactions, it also suggests that Blog content factors that appear detrimental to diffusion performance, like number of Blogrolls with high writer’s expertise, may produce positive results. Thus, the interaction between sender’s expertise and Blogrolls is significant. Further, Blogrolls evokes similar perception within either low value or high value Blog Comments condition. This view suggests that consumers do process atmospheric characteristics holistically more than piecemeal. Overall, the results further an appreciation for the importance of spreading WOM Blog Web page design in shaping patron reactions.

Contents

1. INTRODUCTION 1
2. CONCEPTUAL FRAMEWORK 5
2.1 WORD-OF-MOUTH（WOM） 5
2.2 CREDIBILITY 9
2.3 BLOG 11
3. RESEARCH METHODS 19
3.1 PRETEST 20
3.2 EXPERIMENTAL DESIGN 21
3.3 MEASURES 24
4. ANALYSIS 26
4.1 RELIABILITY AND VALIDITY 26
4.2 MANIPULATION CHECKS 27
4.3 HYPOTHESES TESTS 28
4.4 TEST OF MEDIATION 33
5. DISCUSSION AND MANAGERIAL IMPLICATION 36
5.1 SUMMARY AND MANAGERIAL IMPLICATION 36
5.2 LIMITATIONS AND FUTURE RESEARCH 39
REFERENCES 41
APPENDIX 48

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