部落格行銷效果之研究

The Study of Blog Marketing

謝忠憲(Chung-Hsien Hsieh)

指導教授 ： 江義平

國立臺北大學/商學院/資訊管理研究所/碩士(2009年)

摘要

隨者部落格的應用越來越廣泛，這種個人媒體的影響力已逐漸受到關注。透過這種互動媒介的協助，不僅使消費者在購買產品前可透過部落格提供的各項資源進行協助，更可藉由部落格的高度互動性維繫彼此的關係。本研究透過網路問卷的方式，調查了965位購買商品前透過部落格搜尋產品資訊的使用者，來了解部落格所具備的影響力。
透過結構方程模式分析的結果顯示，部落格所提供的便利性為使用者購買商品前瀏覽的重要影響因子。而在部落格行銷之要素由分享互動、新穎性與專業性所組成，並且分享互動對於購買意向與資訊替代的效果造成顯著的影響。此外，對於透過部落格搜尋不同的產品類型(功利性與娛樂性產品)的使用者，在專業性構面對於購買意向的影響效果上也有所不同。本研究提供了部落格行銷運用上的初步調查與實務意涵，提供企業與行銷人員透過部落格作為行銷媒介時的參考依據。

關鍵字

部落格 ； 部落格行銷 ； 網路口碑 ； 網路行銷

並列摘要

Owing to the popularly of using blogs, business people and academics have becom more and more interested in the effect brought by this kind of personal medium. Consumers can not only get assistance via the variety resources blogs before buying products, they can also maintain relationships through the interactivity provided by blogs. This research investigates the preferences of blog readers for the purpose of designing effective blog marketing campaigns. Recommendations are provided for academia and marketing professionals.
This research surveys 965 customers who have searched for product information via blogs before consuming. The data is analyzed using Structural Equation Modeling. Statistical analysis shows that the convenience provided by blogs is an important reason for consumers to use the medium for product research. Blog marketing elements are also analyzed according to their interactional sharing, novelty and professional characteristics. In this case it is the interactional sharing that most affects the consumers’ intention to purchase. Additionally, for those who use blogs as a way to search for different types of products, the degree of expertise is also an important factor.

並列關鍵字

blog ； blog marketing ； electronic word-of-mouth ； internet marketing

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