隨著網路工具的普及與發達,「部落格」風潮延燒全世界,藉由記述生活點滴或分享資訊與網路社群產生互動,「草根媒體」(Dan Gillmor, 2005)之稱相對印證其影響力;部落格廣泛的主題中,又以美食紀錄最具指標性,瀏覽人次為眾家之首。在此同時,置入性行銷的觸角也逐漸伸進部落格裡,美食部落格從原本單純的食記分享空間增加廠商贊助或委託的試吃心得。如此背景下,消費者對於部落客販售電子口碑或信任的真相又了解多少?本文以美食主題部落格為範疇,以實驗法觀察閱覽者的認知與反應,試圖釐清目前消費者對美食部落格置入性行銷的理解背景。 研究結果顯示,部落格商業化性質、溝通策略與互動性對消費者閱讀美食部落格存在顯著影響,調節變項部分,涉入程度與互動性的交互作用於美食部落格的消費者觀感具有顯著影響,人口統計變項中的「有無blog」與互動性的交互作用之於消費者觀感亦存在顯著影響。
Along with the prevalence and prosperity of Internet instruments, the tide of blog overwhelms the world. The name of “Grassroots Journalism” (Dan Gillmor, 2005) has proved its influence, by recording life or share information. According to the market research, the culinary articles is the most essential and popular classification. In the mean while, product placement marketing had invaded the blog space. Unlike the original pure sharing nature, there are more and more articles about foretasting which are sponsored by companies in food blogs today. In the background, how much do the consumers understand the truth of bloggers selling electronic word-of-mouth or trust? The current study focused on food blogs, observed the cognition and response of blog readers by using experimental method. The purpose of the research is to clarify the cognition background of the consumers about the placement marketing in food blogs. As the research result indicate, the variables “commercialization”, “communicative strategy” and “interaction” all have significant effects on “consumer perception”. The mutual effect of “interaction” and two moderating variable “involvement” and “own blog” are significant on “consumer perception”.
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