摘要 部落格行銷的概念起源於部落格應用,部落格強大的溝通效果及特性,已引起許多商家、企業的注意,紛紛皆採取部落格行銷手法,有鑑於新興的行銷方式受到廣大應用,因此,本研究欲探討部落格溝通媒介及部落格訊息是否影響消費者對部落格推薦產品的購買意願。 本研究旨在探討部落格溝通、資訊品質、服務品質、信任及承諾,對產品態度與購買意願之結構關係模式,採網路問卷調查法,針對有上網瀏覽過部落格以及有架設個人部落格的民眾為研究對象,並將研究結果進行結構方程模式分析,其結果如下: 1、部落格溝通對信任有正向影響。 2、部落格溝通對承諾無顯著性影響。 3、資訊品質對信任、承諾有正向影響。 4、服務品質對信任、承諾有正向影響。 5、信任對承諾、產品態度及購買意願有正向影響。 6、承諾對產品態度及購買意願有正向影響。 根據以上結果,發現部落格溝通媒介對消費者購買意願有顯著的影響,其影響的路徑共有以下三條: 1、部落格溝通媒介透過信任會正面影響消費者的產品態度與購買意願。 2、部落格的資訊品質透過信任、承諾會正面影響消費者的產品態度與購買意願。 3、部落格的服務品質透過信任、承諾會正面影響消費者的產品態度與購買意願。 最後,本研究根據研究結果,提出結論與建議,以供從事網路拍賣、企業網路行銷之相關經營者及後續研究者,進行管理實務和未來相關研究方向之參考。
ABSTRACT The primary purpose of the research is to investigate the relationships among the blog communication、information quality and service quality influencing consumer purchase, and appling Structural Equation Modeling. The research use internet questionnaire and had ever view blog or install belong to oneself blog as research object. The research has shown as below : 1. Blog communication had positive significant effect on trust. 2. Blog communication had no significant effect on commitment. 3. Information quality had positive significant effect on trust and commitment. 4. Service quality had positive significant effect on trust and commitment. 5. Trust had positive significant effect on commitment, Product attitude and purchase. 6. commitment had positive significant effect on product attitude and purchase. According to the outcomes of the research, we can find that blog communication medium has the significant effect on consumer purchase, and there are three effective routes as below: 1. Through trust , the blog communication medium has the positive effect on consumer’s product attitude and purchase. 2. Through trust and commitment, the information quality has the positive effect on consumer’s product attitude and purchase. 3. Through trust and commitment, the service quality has the positive effect on consumer’s product attitude and purchase. Finally, this research provides some suggestions and recommendations for the network auctions and network marketing of business and the later researchers, and the reference of management and the intelated study in the future.
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