部落格對品牌態度以及購買意願的影響

Blog effects on brand attitude and purchase intention

郭怡君(Yi Jean Kuo)

指導教授 ： 陳家祥

共同指導教授 ： 蔡顯童

元智大學/管理學院/企業管理學系/碩士(2007年)

摘要

The discussion on blog issues is getting more and more popular. The marketers begin to put focus on the effects of blog. There have few academic literatures to explain how the blog marketing influences the consumers and what crucial elements included in blog marketing.
This research attempts to investigate the effects of blog marketing on brand attitude and purchase intention. In addition, the elements of blog marketing also are identified as community identification, interpersonal trust, message exchange, and two-way communication.
The relationships among variables are pictured on the fundamental research framework provided by this study. For the sake of examining the main effect of this framework, the data were collected via an online questionnaire and 727 samples available were collected in the end. The data were analyzed utilizing AMOS 5.0.
The empirical findings show that the blog marketing elements can impact on brand attitude positively except for community identification; additionally, these elements have indirect effect on purchase intention. Besides, the analysis result also verifies the moderating effects on the relationship between blog marketing elements respectively and brand attitude.

關鍵字

部落格行銷 ； 社群認同 ； 人際信任 ； 訊息傳遞 ； 雙向溝通

並列摘要

The discussion on blog issues is getting more and more popular. The marketers begin to put focus on the effects of blog. There have few academic literatures to explain how the blog marketing influences the consumers and what crucial elements included in blog marketing.
This research attempts to investigate the effects of blog marketing on brand attitude and purchase intention. In addition, the elements of blog marketing also are identified as community identification, interpersonal trust, message exchange, and two-way communication.
The relationships among variables are pictured on the fundamental research framework provided by this study. For the sake of examining the main effect of this framework, the data were collected via an online questionnaire and 727 samples available were collected in the end. The data were analyzed utilizing AMOS 5.0.
The empirical findings show that the blog marketing elements can impact on brand attitude positively except for community identification; additionally, these elements have indirect effect on purchase intention. Besides, the analysis result also verifies the moderating effects on the relationship between blog marketing elements respectively and brand attitude.

並列關鍵字

blog marketing ； community identification ； interpersonal trust ； message exchange ； two-way communication

參考文獻

2. Ajzen, I., (1991), “The theory of planned behavior,” Organizational Behavior and Human Decision Processes” Vol. 50, pp. 179-211

3. Alba, J.W., and Hutchinson, J.W. (1987), “Dimensions of Consumer Expertise”, Journal of Consumer Research, Vol.33. pp. 411-454.

6. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.

Organizational Research”, Administrative Science Quarterly, Vol. 36(3), pp.

8. Bergami, Massimo and Richard P. Bagozzi (2000), “Self-Categorization, Affective Commitment, and Group self-Esteem as Distinct Aspects of Social Identity in an Organization”, British Journal of Social Psychology, Vol. 39(4), pp. 555-577.