部落格行銷效果之研究

謝忠憲

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部落格行銷效果之研究

The Study of Blog Marketing

謝忠憲 , Masters　　Advisor：江義平　　

繁體中文

部落格；部落格行銷；網路口碑；網路行銷； blog ； blog marketing ； electronic word-of-mouth ； internet marketing

Abstract │ Reference (112) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 112 ) 〈TOP〉

Ahluwalia, R., Burnkrant, R., & Unnava, H. (2000).Consumer Response to Negative Publicity: The Moderating Role of Commitment. Journal of Marketing Research, 37(2), 203-214
連結：
Bentler, P. M., & Bonett, D. G. (1980).Significance Tests and Goodness of Fit in the Analysis of Covariance Structures. Psychological Bulletin, 88(3), 588-606.
連結：
Bagozzi, R. P., & Yi, Y. (1988).On The Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
連結：
Bansal, H. S., & Voyer, P. A. (2000).Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research.3(2), 166-177.
連結：
Bickart, B., & Schinkler, R. M. (2001).Internet Forums as Influential Sources of Consumer Information, Journal of Interactive Marketing, 15(3), 31-40.
連結：

Times Cited (1) 〈TOP〉

江虹儒(2013)。美妝部落格對消費者購買意願之研究。淡江大學國際企業學系碩士班學位論文。2013。1-115。

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