近年來部落格行銷已成為電子商務管理研究中新興的重要議題之一,事實上,著眼於部落格自由互動與社群維繫的有利特質,在產業實務裡亦吸引許多行銷作為積極的業者紛紛投入建置部落格,以揭露並傳播營業資訊及行銷訊息。在本研究中,我們以國人熱愛消費的美食餐飲作為實證的情境,試圖釐清不同部落格類型、社會臨場感程度對美食潛在消費者之影響。我們設計了一個3x2二因子之實驗室實驗,以官方部落格、達人部落格、一般私人部落格,三個不同的部落格類型,和高低兩種不同社會臨場感程度為自變項,探討在美食部落格當中,對消費者之各項認知與評估是否具有主效果與交互效果之影響。藉由二因子之ANOVA分析檢定結果顯示:(1)部落格類型會顯著影響消費者,行銷訊息在不同類型之部落格裡揭露,會造成其於部落格信任、餐廳態度、餐廳消費意願上之反應有顯著之差異;(2)社會臨場感會顯著影響消費者,高度比起低度社會臨場感之行銷訊息網誌內容,會造成消費者於部落格忠誠、部落格文章回憶、餐廳態度、餐廳消費意願上之反應有顯著更佳的效果;(3)部落格類型與社會臨場感之間的交互作用並未獲得明顯支持。依據本研究之實證成果與發現,我們建議餐飲業者在面對不同部落格類型的行銷決策與資源分配管理上,應該優先積極建置、用心經營官方部落格,並適度參酌理論指引在部落格內加入具有高度社會臨場感的文字與圖片之完整文案企畫,將可獲致潛在消費者最佳之總體行銷效果。對部落格行銷之具體研究意涵與建議亦在文末有所討論。
Blog marketing has become one of the major issues in e-Commerce studies. Many marketers also put lots of efforts into their commercial blogging due to the highly interactive community features of such a platform. In this study, a 3x2 factorial design LAB experiment was conducted to examine the effects of blog type and social presence on delicacy blog viewers. The result of a two-way ANOVA testing reveals that: (1) blog type has significant effects upon blog viewers' trust toward blog, restaurant attitude, and purchase intention; (2) social presence has significant positive effects upon blog viewers' blog loyalty, marketing message recall, restaurant attitude, and purchase intention; (3) there is no strongly significant support for the interaction effect between manipulated variables. Implications and suggestions toward blog marketing are provided as well.