部落格代言人對口碑意圖之影響：以閱讀動機為干擾變數

The Effect of Blog Endorsers on Word-of-Mouth Intention:The Moderating Role of Reading Motives

洪志州(Chih-Chou Hong)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

摘要

企業與部落格版主合作，透過其展現的專家、名人及素人等代言產品之現象已日益普及，本研究擬以「部落格代言人」為焦點，探究其對部落格瀏覽者「口碑意圖」之影響，並以瀏覽者「閱讀動機」作為干擾變數，以釐清三者間之影響關係。本研究以實驗設計模擬部落格代言文章並透過網路問卷調查之方式蒐集資料與進行分析，共取得419份問卷，有效問卷332份（79.2%）。
分析結果顯示，部落格代言人之正面背書對瀏覽者的口碑意圖具有正向影響並以名人代言人之效果最強；而所有的閱讀動機皆對瀏覽者口碑意圖呈顯著之正向關係，並會干擾部落格代言人與瀏覽者口碑意圖之間的關係，其中，情感交流動機在瀏覽者接收部落格代言人所提供的口碑刺激後，對原有的口碑意圖產生最強烈的干擾效果。根據研究結果，本研究期望能對「部落格」、「代言人」與「口碑行銷」之研究領域有所助益，並提供業者一創造最佳瀏覽者口碑意圖之行銷建議。

關鍵字

部落格 ； 代言人 ； 口碑意圖 ； 閱讀動機

並列摘要

Currently, it seems more and more popular in cooperation between business and blog writers, such as experts, celebrities, and typical consumers. According to the reason, this study aims the blog endorsers to examine the influence with word-of-mouth intention from perspectives of readers. Moreover, we consider the reading motives as a moderator, and investigate its effect between blog endorsers and word-of-mouth intention.
This study delivered the on-line questionnaires through experiment design of the blog. From the 419 respondents contacted, 332 were effective （79.2%）. We find that the blog endorsers’ positive endorsements have obviously enhanced word-of-mouth intention of readers and the endorsement of celebrity has the most influence. Second, all of the reading motives have positive effect on word-of-mouth intention and also exist the moderating effect between the endorsements of blog endorsers and word-of-mouth intention; In another part, the reading motives of affective exchange influences the word-of-mouth intention the most, when readers receives the positive endorsements of blog endorsers.

並列關鍵字

blog ； endorser ； word-of-mouth intention ； reading motives

參考文獻

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