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研究生:謝宏鈺
研究生(外文):Hsieh, Hung Yu
論文名稱:部落格人氣與揭露位置對贊助式部落格推薦文態度之影響
論文名稱(外文):The Effect of Blog Popularity and Disclosure Place on Attitude toward Sponsored Recommendation Post in Blog
指導教授:盧龍泉盧龍泉引用關係
指導教授(外文):Lu, Long-Chuan
口試委員:池進通沈宗奇
口試委員(外文):Chih, Jin-TonShen, Chung-Chi
口試日期:2011-07-22
學位類別:碩士
校院名稱:國立中正大學
系所名稱:行銷管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:75
中文關鍵詞:部落格推薦文部落格人氣揭露位置態度購買意圖信任傾向
外文關鍵詞:Blog Recommendation PostBlog PopularityDisclosure PlaceAttitudePurchase IntentionTrust Propensity
相關次數:
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近年來,閱讀部落格文章已經成為消費者購買產品的重要參考依據。部落客撰寫的文章內容會影響到部落格讀者對產品的態度。因此,企業開始找尋適合的部落客幫忙撰寫商品資訊,透過部落格來宣傳商品已經成為一種新的媒體趨勢。贊助式部落格推薦文指部落客接受廠商好處,例如:稿費、試用品等,替其所撰寫的部落格文章。美國聯邦貿易委員會於2009年規定撰寫贊助式部落格推薦文的部落客必須揭露其與廠商間之關係。相關國內外學術研究鮮少對讀者閱讀贊助式部落格推薦文的態度做探討。因此,本研究以2X2因子實驗設計,透過部落格人氣(高/低)與揭露位置(呈現於部落格文章中/呈現於分類連結)設計四組情境,以個人信任傾向作為共變數,探討此兩變數對讀者閱讀贊助式部落格推薦文態度的影響,其是否會影響讀者的購買意圖,改變讀者的購買決策。研究結果可供廠商做為整體產品行銷策略規畫的參考依據。
研究結果發現部落格人氣會正向且顯著地影響讀者對贊助式部落格推薦文的態度,並且讀者對贊助式部落格推薦文的態度會正向且顯著地影響其購買意願。但是,揭露位置的不同對讀者對贊助式部落格推薦文的態度無顯著影響。
Recently, consumers rely more heavily on reading blog recommendation posts to make purchase decision about buying products or service. Thus, blog recommendation posts written by bloggers will influence readers’ attitude toward the product. In response to this trend, companies start using blog recommendation post as a new marketing channel to communicate with consumers. The definition of sponsored recommendation post is that personal blogger, acquiring freebie or product sample from company, to write product review on blog. In 2009, Federal Trade Commission regulated that the relationship between blogger and company must be must be disclosed in blog. However, past research has focused littlie on attitude toward blog recommendation post. Therefore, blog popularity (high/ low) and disclosure place (in the blog content/ category links), the two critical factors on sponsored blog recommendation post, are investigated in this paper. A 2X2 factorial design is used to test the result. The antecedent variables are moderated by blog reader’s degree of trust propensity.
The finding indicates that blog popularity is positive affect the attitude toward sponsored blog recommendation post, and its effect is moderated by blog reader’s trust propensity. However, the disclosure place will not influence the blog reader’s attitude toward sponsored blog recommendation post.
中文摘要 I
ABSTRACT II
誌 謝 III
目 錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究的重要性 1
第二節 文獻總覽 3
第三節 文獻缺失 4
第四節 研究目的 5
第五節 研究範圍 6
第六節 研究貢獻 7
第七節 研究流程 8
第二章 文獻探討與理論模型 9
第一節 部落格推薦文 9
第二節 部落格人氣 14
第三節 揭露位置 16
第四節 對贊助式部落格推薦文之態度 20
第五節 購買意圖 20
第六節 研究架構 21
第七節 研究假說 22
第三章 研究方法 26
第一節 研究對象 26
第二節 研究設計 27
第三節 研究過程 27
第四節 問卷設計 29
第五節 自變數操弄 29
第六節 變數的操作型定義 33
第七節 問卷前測 36
第四章 研究結果 42
第一節 樣本資料分析 42
第二節 信度分析 44
第三節 操弄檢定 44
第四節 假說檢定 45
第五節 研究假說檢定結果彙整 48
第五章 研究結論與建議 50
第一節 研究發現與討論 50
第二節 研究限制 54
第三節 未來研究建議 55
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