部落格美食口碑資訊採用之研究

A Study of Word-of-Mouth Information Adoption toward the Gourmet in Blog

洪維謙(Wei-Chien Hung)

指導教授 ： 柯秀佳

朝陽科技大學/資訊學院/資訊管理系碩士在職專班/碩士(2011年)

摘要

部落格在近年來已成為網友獲取美食資訊的重要來源之一，再加上部落格的強大資訊傳播能力，使得美食經營者日益重視部落格美食口碑行銷的潛力以及對消費者決策制定的影響力。本研究主要的目的即以媒體豐富度理論及資訊採用模式為基礎，透過問卷調查法探討部落格傳遞不確定性及模糊性較高之美食資訊的承載力，對個人採用美食資訊及其消費決策的影響。研究結果發現，部落格美食口碑資訊的內容品質，主要是受到回饋、語言多樣性、及個人化程度的影響，而來源可信度則是受到回饋與個人化程度的影響。同時，研究結果亦發現，內容品質是影響消費者評估美食口碑資訊之有用性的重要因素之一。最後，消費者採用美食口碑資訊的行為會受到美食口碑資訊之有用性的影響。此外，經由本研究分群結果發現，男性與瀏覽頻率低的閱讀者由於花費較少的時間閱讀美食資訊，可能較期望在短時間內藉由互動的方式獲取進一步的美食資訊，因此在資訊採用過程中，部落格的回饋能力對內容品質的影響較大。而女性與瀏覽頻率高的閱讀者，由於花費較多的時間閱讀美食資訊，可能較能瞭解部落客的理念與信念，因此，在資訊採用的過程，部落格的個人化程度對來源可信度的影響較大。最後，透過研究結果與實務意涵的討論，提出實質建議予美食業者參考。

關鍵字

電子口碑 ； 部落格 ； 資訊採用模式 ； 媒體豐富度理論

並列摘要

In recent years, blogs have become one of the most important sources for Internet users to obtain the gourmet information. The blogs’ information diffusion ability has made it been valued by food merchants for its potential marketing competence of word of mouth (WOM) on gourmet and its influence on consumers’ expenditure decision making. Based on Media Richness Theory (MRT) and Information Adoption Model (IAM), this study aimed to investigate the blogs’ information carrying capacity for transmitting gourmet information with high uncertainty and equivocality and explore its impact on consumers’ gourmet information adoption and decision making process through survey method.
　　The research results showed that the perception of argument quality of WOM on gourmet in blogs is influenced by feedback, language variety and personal focus of blog. The source credibility of WOM on gourmet in blogs is influenced by feedback and personal focus. Moreover, the results revealed that the argument quality of WOM on gourmet in blogs is significantly associated with consumers’ perception of usefulness of gourmet in blogs, which in turn influenced consumers’ decision making of WOM information adoption in blogs. The research results also demonstrated for male and low frequency gourmet readers, the impact of feedback on argument quality were more significant because they expected to obtained gourmet information within a short time through the interaction with blog hosts. For female and high frequency gourmet readers, the impact of personal focus on source credibility were more significant because they spent more time on blogging and pay more attention to understand bloggers’ concept and belief. Finally, the research implications and several useful suggestions for food merchants were also discussed.

並列關鍵字

Blog ； Media Richness Theory (MRT) ； Information Adoption Model (IAM) ； Electronic Word-of-Mouth

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