探討部落格廣告推薦文對消費者購買意圖之影響

Factors Influencing Consumers Purchase Intentions of Advertising Recommendations on Blog

楊雅雯(Yang ya-wen)

指導教授 ： 廖則竣

國立中正大學/管理學院/資訊管理學系/碩士(2013年)

摘要

隨著網際網路的普及與資訊科技的演進，線上網路廣告不再只是侷限在入口網站等，開始逐漸蔓延至部落格；現今使用部落格為平台行銷商品已逐漸普及，因此瞭解哪些因素會促使消費者購買部落格廣告推薦文是業者欲研究之主題。本研究目的在於探討部落格廣告推薦文對於消費者購買意圖之影響，以中央路徑及周邊路徑和產品涉入來探討。
本研究採用網路問卷調查，研究對象為有在觀看部落格廣告推薦文的消費者，共回收379份有效問卷，使用smartPLS2.0結構方程模式來驗證模式內各個變數間的因果關係。研究結果發現周邊路徑的因素對消費者的態度的影響較中央路徑因素強；此外，中央路徑的方面的產品資訊與論點強度會正向影響消費者對廣告的態度，其中以產品資訊影響最為顯著。在周邊路徑因素方面，吸引力、信任度及社會臨場感呈現正向影響消費者對廣告的態度，其中信任度與社會臨場感之影響最為顯著；而專業度不會影響消費者對廣告的態度。產品涉入為調節變數，對論點強度及吸引力皆有調節效果。期望本研究結果可作為在學術與實務方面的參考與建議。

關鍵字

部落格廣告推薦文 ； 中央路徑 ； 周邊路徑 ； 產品涉入

並列摘要

With the developing of internet and technology, online advertsing is not only exsit on portal webs, but also exsit on blog. Blog marketing is a new communication tool, many companies nowadays market their products via blog. Therefore, understanding what consumer exactly need is the most important. In this study, this research conducted on consumers’ purchase intention of adversitng recommendations on blog. The model specifies contextual variables such as central routes, peripheral routes, and product involvement.
We use online survey questionnaire on this research. Through an online survey of 379 respondents, by means of structural equation modeling with smartPLS 2.0. The result of this research shows that the influence of peripheral route is stronger than the influence of central routes. In central routes, Product information and Argument Strength have positive impact on attitudes toward advertising, and argument strength is the most significant. In peripheral route, Attractiveness, Trustworthiness and Social Presence have positive impact on attitudes toward the advertising, and trustworthiness and social presence are the most significant. Product involvement as a moderator, the reselt show that product involvement can lead argument strength and attractiveness to enhanced attutide toward advertising. The result will be useful to both the academic and business in their advocacy of the conducts of mobile value-added services.

並列關鍵字

advertising recommendations ； central routes ； peripheral routes ； product involvement

參考文獻

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