越來越多的網友透過部落格來蒐集旅遊資訊，許多旅遊企業建置了旅遊相關的企業部落格平台，希望吸引新的消費者以及推廣公司的旅遊產品。然而，探討影響瀏覽者對企業部落格平台信任的前置因子的文獻不多，且該信任對於使用者對企業服務的態度及參與旅遊意願的影響的相關研究較少，並且缺乏性別差異的分析。因此，本論文發展了一個以信任及理性行為理論(Theory of Reasoned Action)為基礎的研究架構，來探討企業部落格平台的信任形成因素及其影響。
為更清楚企業部落格的發展與影響，本論文透過兩個系列研究加以探究之。第一篇研究中，本論文使用文獻引用分析方法，搜尋3個資料庫，包括：ABI/INFORM、Academic Search Premier (ASP)和Business Source Complete (BSC)等，透過關鍵字分析從2004至2014年間與企業部落格相關的研究，找出主要研究議題及潛在的研究機會。本論文第二部份，提出以信任及理性行為理論為基礎之研究模型，以雄獅旅遊部落格的使用者為研究對象。本研究一共回收239份有效問卷，採用PLS進行相關統計分析。研究結果發現，視覺吸引力、企業部落格平台訊息適當性及對旅遊達人部落格的信任是最重要的信任前置因子，其中企業部落格平台的使用效率對於男性瀏覽者的影響是不顯著的，但對女性的瀏覽者的影響是顯著的。另外，研究發現瀏覽者對企業部落格平台的信任十分重要，確實會正向影響他們購買和推薦他人參與旅遊的意願，但是對於購買意願的部分，對於女性瀏覽者的影響是不顯著的。
總結來說，本論文從研究一發現了企業部落格與部落格行銷的研究重點與狀況，從研究二中瞭解提升使用者對於旅遊企業部落格平台的信任，有助於提升使用者購買和推薦旅遊產品的意圖。另外，也發現可靠的產品資訊或是推薦，有助於提升對於旅遊企業部落格的信任，企業應該提升客戶對於Web 2.0相關服務的信任來增加交易機會。本論文的結果更可以提供其它研究參考，加強男性或女性消費者信任議題的進一步瞭解。

An increasing number of Internet users are using blogs as a source of travel information, and many travel firms have sought to attract new customers and promote travel products by developing travel-related blogs. However, few studies have explored factors influencing Internet users’ trust in travel related enterprise blogs or their intention to purchase travel services. Moreover, the factors affecting male and female users’ trust in the websites may be different. Therefore, this dissertation develops a research model based on trust-related literature to explore these antecedents of trust in enterprise travel blogs.
Two studies were done in this dissertation to better understand the development and influence of enterprise blogs. In the first study, to assess the current state and trends of enterprise blogs research, citation analysis approach was employed to analyze the related articles about enterprise blogs published in the journals collected by the databases ABI/INFORM, Academic Search Premier (ASP) and Business Source Complete (BSC) between the years 2004 and 2014. The second study is focused on the Lion Travel Blogs (blog.liontravel.com) published by the Lion Travel Service Co., Ltd. This study have proposed a research model based on findings from previous studies and the theory of reasoned action (TRA) to further understand the antecedents of trust for enterprise travel blogs. An online questionnaire was developed and used to collect research data from the readers of Lion Travel blogs. Two hundred and thirty-nine valid responses were used to test the research model hypotheses. The causal model was validated using partial least squares (PLS) techniques.
The results show that the visual appeal and information adequacy of the blog platform, along with the trust of travel experts’ blogs are the key factors influencing reader trust in enterprise blogs in both male and female groups. Unexpectedly, this trust was not significantly affected by the operational efficiency of the blog platform in male group. Moreover, trust in enterprise blogs is found to influence male and female users’ intention to recommend travel services but did not have significant effect on female users’ purchase intention.
The results of our study showed that trust in enterprise travel blogs is a significant factor in raising purchasing and recommending intention. It is also found that reliable, expert product information or recommendations are important for enhancing trust in enterprise travel blogs, and that firms should seek to develop such trust as a means of increasing transaction volume.
From study 1, we gained more knowledge on the current state and trends of enterprise blogs research. From study 2, we discovered the importance of developing consumer trust in enterprise travel blogs to increase their intention to purchase travel services. In addition, it provided a better understanding of male and female trust in enterprise travel blogs.

中文摘要 ........................................................................................................ I
Abstract ......................................................................................................... II
誌謝 .............................................................................................................. IV
Table of Content ........................................................................................... V
List of Tables .............................................................................................. VII
List of Figures ……................................................................................... VIII
Chapter 1. Introduction ................................................................................ 1
1.1. Background and motivation ....................................................................................... 1
1.2. Research questions and purposes .................................................................................. 3
1.3. Organization of the dissertation .................................................................................... 3
Chapter 2. Literature review ........................................................................ 5
2.1. Enterprise blogs ………………………………………………………………............. 5
2.2. Trust in enterprise blogs …………………………………………...…………………. 7
2.3. Theory of Reasoned Action …………………………………………………….…..… 9
2.4. Efficiency of blog platforms......................................................................................... 10
2.5. Visual appeal of blog platforms ................................................................................... 11
2.6. Information adequacy of blog platforms ..................................................................... 12
 
Chapter 3. Study 1: Literature assessment of the related research in ABI/ ASP/ BSC databases ............................................................................…… 13
3.1. Introduction ................................................................................................................. 13
3.2. Results ......................................................................................................................... 14
3.3. Discussion ................................................................................................................... 22
Chapter 4. Study 2: Gender differences in antecedents and consequences of trust in enterprise travel blogs ............................................................... 23
4.1. Introduction ................................................................................................................. 23
4.2. Research framework .................................................................................................... 24
4.3. Research method ......................................................................................................... 32
4.4. Discussion ................................................................................................................... 46
Chapter 5. Conclusion ................................................................................. 49
5.1. Contributions and implications of this dissertation ..................................................... 49
5.2. Research limitation and future research ...................................................................... 52
References .................................................................................................... 54
Appendix A. Questionnaire of this study (English version) .................... 69
Appendix B. Questionnaire of this study (Chinese version) .................... 71
Publications .................................................................................................. 73

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