部落格對消費行為影響之研究

近年來，隨著網際網路的進步，盛行的部落格網站也愈來愈多。部落格文章更新速度快速，讓網路使用者均能上網創作或出版，由於部落格的普及化與方便性，有越來越多的部落客在網路上分享心得與經驗，甚至由廠商處獲取廣告費用或試用品的方式，部落客儼然成為一新興職業。本研究乃以消費者的觀點，探討部落客風格、購買意願、購買行為三大購面是否會對消費者消費行為產生影響，資料收集方式為於網路問卷平台發放問卷，針對曾經於部落格上參考文章並且購買過商品的消費者為問卷調查對象，以400份有效問卷進行統計分析。結果發現不同的人口變項與部落客風格、購買意願及購買行為部分存在顯著差異，並據此提出若干建議供各界參考。

關鍵字

部落格；部落客；消費行為

並列摘要

There are more and more popular blog sites as the progress of Internet recently. The fast speed that Blog posts update makes the Internet users can creation or publication. As the popularity of blogs and convenience, more and more bloggers share their experience on the Internet; even obtain advertising costs or trial product from manufacturers, bloggers as if into a single new job. By the manufacturers to obtain advertising costs or the way the trial product, bloggers have become a new career.. This study discusses whether style of bloggers, purchase intention and purchase behavior will affect consumer behavior. The data collection method is issuing questionnaires on network questionnaire survey platform. 400 valid questionnaires were analyzed. The results showed there are partial significant differences that people in different variables with the style of bloggers, purchase intention and purchase behavior, and propose some suggestions accordingly.