部落格訊息對行動加值服務使用意願之影響研究

An Influence Research of Using Mobile Value-Added Service Willingness by Blog Messages

李慶長(Ching-Chang Lee) ； 張銀益(Yin-Yih Chang) ； 郭曉蓉(Hsiao-Jung Kuo) ； 蔡聰源(Tsung-Yung Tsay)

《北商學報》 19期 (2011/01) Pp. 21-41

https://doi.org/10.29871/JNTCB.201101.0002

摘要

3G行動上網用戶穩定成長，行動加值服務也成為業者積極增加營收的重點。如何增加消費者對行動加值服務的使用意願，以刺激行動用戶的貢獻度，更是所有電信業者與內容提供廠商十分關注的焦點。然而近年來消費者傾向在做購買決策之前，會先去網路上瀏覽Blog類似的使用者對此產品的介紹或服務之評價，或者行家的推薦，以作為未來購買決策之參考。故本研究希望了解，對於部落格訊息中，哪些因素有助於增加消費者對行動加值服務的使用意願。
本研究從「內容訊息」、「行家特質」及「行銷訊息」三個構面著手，採用問卷調查法，以便利性抽樣，共回收525份問卷，並以SPSS進行資料分析。依據本研究的調查發現，部落格中的內容訊息，消費者可以從內容訊息中了解商品的資訊、軟體下載的來源、熱門排行榜等等。本研究結果有三：1.內容訊息對消費者使用行動加值服務意願有一定的影響。其中以產品資訊與體驗訊息最受到重視，其次為線上評價與即時性訊息和輔助展示功能。2.行家特質對消費者使用行動加值服務意願有一定的影響，其中以讀者對手機行家的專業性最為重視，其次為行家的信任度和親和力。3.行銷訊息對消費者使用行動加值服務意願有一定的影響。其中以行動加值服務的口碑訊息最能影響消費者的使用意願，之後則分別為產品展示訊息及宣傳與代言活動訊息。

關鍵字

部落格 ； 行動加值服務 ； 使用意願 ； 部落格訊息

並列摘要

The increase of the user of 3G mobile Internet is stable, and mobile value-added service becomes the focus for telecommunication business to increase their revenues. Therefore, telecommunication and software provider put more and more emphasis on how to increase consumers' willingness to use mobile value-added service to stimulate their contribution. Consumers tend to surf blogs to search for similar users' introduction to the products or evaluation of services or professional recommendation as reference of purchase. The purpose of this research is to understand what kind of factor in blogs is helpful to increase consumers' willingness of purchase.
The study used content messages, professional character and marketing messages as aspects to analyze and explore the relation between these aspects and bloggers' willingness on using mobile value-added service. Issuing a questionnaire which was executed with convenient sampling and 525 valid data were totally collected and processed by SPSS. Discovered based on this research's investigations that by the content messages of blogs, consumers may understand the commodity information, sources of software downloading, popular billboard and so on. The study made 3 conclusions as following: 1. the content messages had certain influence to consumers' willingness to use the mobile value-added services. The most effective factors were the product information and the experience messages, next were online appraisals, instantaneous messages and auxiliary demonstration function. 2. The professional character had certain influence to consumers' willingness to use the mobile value-added services. The most took seriously by readers that was the handset expert's specialization, next were expert’s confidence and affinity. 3. The marketing messages had certain influence to consumers' willingness to use the mobile value-added services. The most took seriously by consumers that was the word-of-mouth messages of the mobile value-added services, next were product display messages, advertisements and representative messages respectively.

並列關鍵字

Blog ； Mobile Value-added Service ； Using Willingness ； Blog Message