臺灣博碩士論文加值系統

最近幾年部落格的影響力越來越大，商業界和學術界也開始注意部落格的現象。許多人在自己的部落格持續的寫日記，放照片和分享影音檔案，也有不少人會回應別人部落格的文章。不過令人訝異的是，儘管部落格在商業上的應用日益廣泛，對於部落格的口碑效果的瞭解卻十分有限。
本研究試圖從推敲可能性模式的觀點(ELM) 探討部落格上的訊息，如何影響網路使用者，進而如何說服使用者成為客戶，或推薦給其他使用者。我們設計了一個特殊類型的部落格—旅遊部落格—採用線上實驗法，驗證ELM的觀點。實驗操弄兩個獨立變數：旅遊部落格論點品質(中央路徑)與名人對非名人角色代言(周邊路徑)來測試1528個受測者的旅遊意圖以及口碑推薦意願，其中使用者涉入程度作為中介變數。如ELM模式所預測，實驗證實旅遊意圖三個假設;然而對低涉入受測者，旅遊部落格的強論點品質仍是影響潛在顧客之旅遊意圖的主要因素。在口碑推薦意願變數中ELM模式無法驗證其假設，本研究認為口碑推薦意願應該屬於「購後行為」的觀念，所以周邊線索和旅遊部落格論點品質會影響旅遊意圖進而影響口碑推薦意願，故本研究提出修正後觀念性架構，可提供後續研究參考，文章也討論管理意涵提供經營者實質建議。

In recent years, Weblog (or blog) has attracted a lot of attention from both practitioners and academics. Many individuals keep diaries, photos and video clips on their blogs and sometimes get comments from friends, classmates or net-surfers. Surprisingly, few studies has been devoted to the impact of blogging on these net-surfers or potential customers.
The study attempts to get a better understanding of how persuasive the messages on the blog may affect the net-surfers. We consider that Elaboration Likelihood Model (ELM) is an appropriate model since it has been applied and tested in many domains. We examined ELM model with a specific type of blog – travel blog – by designing an online experiment; argument quality (central routes) and famous vs. non-famous endorsers (peripheral routes) were manipulated to test 1528 subjects’ (grouped by personal Involvement Inventory) travel intention. Experiment results confirmed three hypotheses as ELM model predicted; yet for those low involvers, the strength of arguments on a travel blog is still a dominant factor affecting a potential customer’s travel intention. As for the word-of-mouth recommendation, ELM model can not predicte hypotheses , this study consider that word-of-mouth is a "post-shopping behavior"; therefore, it is the peripheral routes and argument quality of travel blog have a impact on online customers’ travel intentions, thus affecting word-of-mouth recommendation., The study makes some adjustments of ELM model Discussions and managerial implications were also provided.

摘要i
英文摘要ii
致謝iii
目錄iv
表目錄vi
圖目錄vii
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 2
第二章 文獻探討 3
2.1 口碑推薦意願 3
2.2 網路口碑 4
2.3 網路行銷之口碑行銷 5
2.4 旅遊部落格 5
2.5 推敲可能性模式 6
2.5.1 中央路徑 7
2.5.2 周邊路徑 7
2.5.3 涉入程度 9
2.5.4 論點品質 10
第三章 研究方法 12
3.1 研究架構 12
3.2 研究假設與推論 13
3.2.1 採取中央路徑時旅遊部落格論點品質與周邊線索之關 13
係 13
3.2.2 採取周邊路徑時旅遊部落格格論點品質與周邊線索之關係 15
3.3 實驗設計 17
3.3.1 旅遊部落格論點品質強度前測與衡量 17
3.3.2 旅遊部落格論點品質之操作性定義與衡量 21
3.3.3 周邊線索之操作性定義與衡量 22
3.3.4 涉入程度之操作性定義與衡量 23
3.3.5 旅遊意圖之操作性定義與衡量 24
3.3.6 口碑推薦意願之操作性定義與衡量 25
3.3.7 實驗流程 25
第四章 實證結果與資料分析 27
4.1 樣本基本特徵描述與涉入衡量分析 27
4.2 旅遊意圖之信、效度檢驗 29
4.3 研究假設檢定 31
4.3.1 旅遊意圖之假設檢定 31
4.3.2 口碑推薦意願之假設檢定 40
4.4 旅遊意圖與口碑推薦意願之相關分析 49
4.5 旅遊部落格論點品質和周邊線索對性別之影響關係 49
4.6 旅遊部落格留言部份質化資料分析 51
第五章 結論與建議 53
5.1 管理意涵與實質建議 54
5.2 研究限制與未來研究方向 55
參考文獻 57
附錄一 正式問卷61
附錄二 樣本測試72

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學位論文
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[3]張志豐，訴求客觀性對消費者態度之影響－以大學生為例，碩士論文，國
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網路資源
[1]創市際市場研究顧問，近七成網友坐擁部落格願為空間影音上傳付費，
2008年5月15日，取自
http://www.insightxplorer.com/news/news_09_21_07.html
[2]維基百科全書，2007年9月1日， 取自
http://zh.wikipedia.org/w/index.php?
title=BLOG&variant=zh-tw