美食部落格名譽、消費者使用態度與購買美食意願之研究

美食部落格通常是個人經驗所建構而成，透過大量平民記者和美食家的實地走訪，寫成的美食評鑑，能呈現出更多元且更具客觀性與真實性的美味資訊。部落格的使用普遍，眾多的消費者在消費前，利用部落格蒐集產品資訊、評論與使用心得後，再做購買決策已成為新的消費趨勢。本研究使用網路問卷調查方式，以全台最大美食部落格－愛評網為例，透過信度分析、因素分析、差異分析、路徑分析等分析不同社經背景之消費者對美食部落格各項構面認知之差異分析，進行不同社經背景之消費者對美食部落格各項構面購買意願之差異分析，以及探討名譽、使用態度、購買意願、資訊品質、系統品質、服務品質、滿意度、體驗之間的關聯性。本研究結果顯示，不同社經變項對於部落格名譽、使用態度、購買意願以及資訊品質看法均有所差異，而部落格名譽對於使用態度與購買意願有正向影響，而資訊品質對於使用態度與購買意願也有正面影響。

關鍵字

美食部落格；資訊品質；使用態度；購買意願

並列摘要

The food blogs which are the accumulation of personal experiences and a large number of civilian reporters and food experts are able to show more objectivity and authenticity of food information. The food blogs have been widely used by the public. The majority of consumers use the blog to gather product information, comments and insights before making consuming decisions, and this has become a new trend. This study took Taiwan's largest food blog- iPeen as an example, and carried out the reliability analysis, factor analysis, variance analysis, and path analysis by data of internet survey to investigate the impact of socio-economic characteristics' differences on perceptions of food blogs and purchase intentions, as well as analyze the relationship among the food blogs' reputation, users' attitudes, purchase intentions, information quality, system quality, service quality, and satisfaction. The results show that different socio-economic variables have impacts on the reputation of the blogs, users' attitudes, purchase intentions, and information quality, the reputation of the blog has a positive impact on users' attitudes and purchase intentions, and the websites' information quality have a positive impact on users' attitudes and purchase intentions.