以「信任-承諾」理論探討美食部落格溝通品質與忠誠度之關係

The Exploration of Blogs of Gourmet Food Relationships between Communication Quality and Loyalty in “Trust-Commitment” Theory

林怡君(LIN YI-CHUN)

指導教授 ： 呂佳茹

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2011年)

摘要

網路發達的時代，Blogpulse.com統計出，全球部落格數量已超過1.4億，在依賴網路獲取知識及資訊的現今，部落格已佔有非常重要的地位。美食部落格更為網友所愛類型之一。從管理和理論的觀點來看，在行銷通路中，溝通扮演一個重要的角色(Mohr and Nevin, 1990)，高溝通品質能讓雙方關係在交流當中更密切; Morgan及Hunt (1994)提出探討關係品質的「信任－承諾」理論，若在與人交流當中可以相互信任及持續維繫彼此關係，如此可提高其忠誠度。
　　本研究以中部四所大學生為研究對象，共取得412份有效問卷。由問卷結果發現，(一)美食部落格與瀏覽者之溝通品質與信任有正向影響; (二)美食部落格與瀏覽者之信任與承諾有正向顯著影響;(三)美食部落格與瀏覽者之承諾與忠誠度有正向顯著影響;(四)美食部落格與瀏覽者之信任與忠誠度有正向顯著關係;(五)不同背景在不同構面上有顯著差異影響。
本研究理論方面，主要貢獻包括(一)關係品質的「信任-承諾」理論被運用在許多產業上，而對於Customer-to-Customer(C-C)的研究較缺乏，本研究將「信任-承諾」探討於部落格與瀏覽者之間;(二)以溝通品質為前置因素，探討「信任-承諾」理論於美食部落格與瀏覽者之間之關係，提供部落格經營思考方向;(三)針對不同背景對各構面的顯著影響提出建議。

關鍵字

部落格 ； 美食部落格 ； 溝通品質 ； 信任 ； 承諾 ； 忠誠度

並列摘要

For times of network development, it is shown with Blogpulse.com statistics that the number of blogs worldwide has far exceeded 140 million. For era that relies on network to obtain knowledge and information today, blog has already amounted to very important position. In fact, blog on gourmet foods has even more played as one of the preferred types by network-surfers. As viewed from the perspective of management and theory, communications has played a very critical role (Mohr and Nevin, 1990) for marketing channels, while high communication quality will render mutual relationship lot closer among exchanges. As for “trust -- commitment” theory put forth by Morgan & Hung (1994) to investigate relationship quality, it works to enhance their loyalty if mutual trust and continued maintenance of mutual relationship can be done during human exchange.
　　This study has employed university students in central Taiwan as its subject of research, and a total of 412 valid questionnaires are collection. As found from questionnaire results, 1. Blogs of gourmet food renders positive impact upon the communication quality and trust of network browsers; 2. Blogs of gourmet food renders positive impact upon the trust and commitment of network browsers; 3. Blogs of gourmet food renders positive impact upon the commitment and loyalty of network browsers; 4. Blogs of gourmet food renders positive impact upon the trust and loyalty of network browsers; 5. There is prominent impact of difference under diverse background and aspects.
For theory of this study, its primary contributions include: 1. Theory of “trust – commitment” with relationship quality is being widely use upon many industries, but the studies of Customer-to-Customers (C-C) are relatively in short of. This study will conduct investigation of “trust-commitment” between blogs and network browsers; 3. Using communication as the antecedent factor, it is to conduct investigation of “trust – commitment” on the relationship of blogs for gourmet food and network browser, and provide blog operators with approach and deliberation for management; 3. It will put forth suggestions that render prominent impact in view of different backgrounds and aspects.

並列關鍵字

Blog ； Blogs of Gourmet Food ； Communication Quality ； Trust ； Commitment ； Loyal

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