部落格行銷中的信任形成因素

The factor of trust in blog marketing

黃世儒(Shih-Ju Huang)

指導教授 ： 李小梅

國立中央大學/管理學院/資訊管理學系/碩士(2008年)

摘要

部落格行銷是近期所發展出的新行銷模式，在資訊負載量極高的現今，消費者對於業者所使用的行銷手法漸漸顯露疲態，因為這世界愈來愈缺乏信任。人們抗拒官方、正式的所有操作，包括企業的行銷手法。部落格成為新行銷管道，非正式的直接對話，緊緊扣住顧客的心。這是種用心換心的「信任行銷」。

　　本研究以Sirkka L. Jarvenpaa and Noam Tractinsky (2000)所提出消費者在線上商店的信任模型為基礎，用以探討信任的前因，並瞭解其對於消費者態度和知覺風險的影響。同時，根據Khaled Hassanein and Milena Head (2007)以及Huei-Huang Kuan and Gee-Woo Bock (2007)等學者對於信任前因的論點，探討部落格網站知覺的社會臨場感(perceived social presence)和口碑對於信任的影響。

　　本研究共有六項假設，利用國人自創品牌PlaiN在無名小站所架設的部落格做為研究對象，針對已知且曾瀏覽過PlaiN部落格的消費者做研究，透過網路問卷為媒介，回收問卷共235 份，有效問卷205 份。使用SPSS 與AMOS進行相關統計分析以及結構方程模式驗證。
　　本研究之問項經過分析之後，顯示良好的信度及效度，且六項假設皆成立。驗證了名聲、社會臨場感及口碑對於形成消費者信任有正向且顯著的影響、信任對於降低消費者知覺風險和增加購買意願有正向且顯著的影響、以及知覺風險的降低對於消費者購買的態度有正向且顯著的影響。

關鍵字

社會臨場感 ； 名聲 ； 口碑 ； 部落格行銷 ； 信任

並列摘要

Nowadays blog marketing has newly developed as a marketing model. Due to absence of trust and tediousness of marketing cliches, consumers are reluctant to all kind of official marketing campaigns. Thus blog has become a brand new marketing channel. As an informal direct contact toward consumers'' stomach, blog marketing is a kind of "trust marketing" from soul to soul.

　　The study has adapted the model of Jarvenpaa & Tractinsky’s (2000) regarding to the trust in online store. In addition, according to Hassanein & Head’s (2007) and Kuan & Bock’s (2007) research, this research also discussed the effect of reputation, social presence, and word of mouth toward trust in blog marketing.

　　This research has aimed the customers who have known and visited the PlaiN’s Blog. The research adopted Internet as a media for questionnaire survey. Total 235 questionnaires were collected, and among them, 205 are valid. A statistical analysis was done using the Structural Equation Model (SEM) of SPSS and AMOS. The results obtained from correlative statistical analysis and model verification are summarized as follows:

　　The result has demonstrated well reliability and validity, and all six hypotheses are significant. Reputation, social presence, and word-of-mouth have positive and significant influence on trust. Trust has a positive and significant influence on reducing perceived risk and enhancing attitude. Reducing of perceived risk has a positive and significant influence on attitude.

並列關鍵字

Blog Marketing ； Trust ； Reputation ； Social Presence ； Word-of-Mouth.

參考文獻

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