部落格使用行為、健身運動參與程度、置入性行銷對健身部落客可信度與購買意願影響之研究

對現代人而言，網路已成為一個重要的訊息來源，當網路口碑的可信度提高時，會正向影響消費者的產品態度，而當部落客的訊息來源可信度愈高，讀者對於產品的態度也會有正向影響。藉由文獻回顧，本研究整理出影響可信度的相關因素，欲探討人口背景變項、部落格使用行為、健身運動參與程度、置入性行銷對健身部落客可信度與購買意願之影響情形。整理過往文獻並透過因素分析，本研究使用內容清晰性、知識可靠性、專業可靠性、動態、吸引力與安全性等6個構面總共39題之可信度量表來衡量健身部落客可信度。研究對象為曾經閱讀過健身部落格文章的網友，經由網路問卷，總共回收623份有效樣本。分析之後發現：（一）當受測者對健身部落格依賴程度愈高時，對於健身部落客可信度的評分也愈高；（二）健身部落客可信度對購買意願呈現顯著的正向關係；（三）當受測者認為最相信的健身部落客有較多揭示為置入性行銷的廣告文時，對其所代言的產品會有較高的購買意願；（四）健身運動參與程度對可信度或是購買意願沒有任何顯著關係。基於上述研究結果，建議健身部落客在經營部落格時，要持續維持或是提升其可信度。在撰寫廣告文時，有揭示為置入型行銷的文章具有較好的說服效果。

關鍵字

健身部落客；可信度；部落格使用行為；健身運動參與程度；置入性行銷；購買意願

並列摘要

The Internet is an important source of information for the modern people. When the credibility of Internet word-of-mouth increases, it will positively affect consumers’ product attitude. And when the blogger's source credibility is higher, there is also a positive impact on the reader's attitude towards products. Through literature review, this study sorts out relevant factors affecting credibility, includind the demographic variable, blog using behavior, fitness involvement and product placement. The purpose of this study is to examine how these factors effect on the Fitness Blogger’s credibility and purchase intention. Collecting from past studies and using factor analysis, the scale measures the Fitness Blogger’s credibility in this study is consist of 39 items and divided into 6 dimensions including content clarity, knowledge reliability, professional reliability, dynamism, attraction and safety. The subjects are those who have read articles on Fitness Blogs, and the total of 623 samples are collected from the online questionnaire. The finding shows that: (1) When subjects more rely on the Fitness Blog, the higher the blogger’s credibility is. (2) Fitness Blogger’s credibility has positive correlation to purchase intention. (3) When subjects think the fitness blogger who they believe most have more articles that are disclosed as placement marketing, they will have a higher willingness to purchase the products they endorse. (4) Fitness involvement doesn’t have any correlation to credibility or purchase intention. As the result, we suggest that Fitness bloggers have to maintain or enhance their credibility. When they writing an advertising article, it’s better to reveal the product placement.