應用推敲可能性模型探討部落格行銷效果：以旅遊部落格為例

Marketing Effectiveness on Travel Blogs: the Perspective from Elaboration Likelihood Model

唐日新(Jih-Hsin Tang) ； 葉耀仁(Yao-Jen Yeh)

《中山管理評論》 19卷3期 (2011/09) Pp. 517-555

https://doi.org/10.6160/2011.09.01

摘要

近年來部落格的影響力越來越大，在商業上的應用日益廣泛，但對於部落格行銷的效果瞭解卻相當有限。本研究從推敲可能性模式（ELM）的觀點，探討部落格的行銷效果。我們設計一個虛構的旅遊部落格，採用線上實驗法，操弄兩個獨立變數：論點品質（中央路徑）與名人或素人代言（周邊路徑），測試468個受測者的旅遊意圖，其中使用者涉入程度作為干擾變項。實驗結果和ELM預測有所出入，相同的是：在高涉入的情況下，強論點品質比弱論點品質有效，產生較高的旅遊意願；在低涉入的情況下，名人代言有更高的旅遊意圖。相反的是：對高涉入受測者而言，名人代言似乎比較有效；對低涉入受測者而言，旅遊部落格的論點品質，仍是影響潛在顧客之旅遊意圖的主要因素。

關鍵字

推敲可能性模式 ； 口碑行銷 ； 中央路徑 ； 周邊路徑

並列摘要

In recent years, blog has attracted a lot of attention from both practitioners and academics. Surprisingly, few studies have been devoted to the marketing effectiveness of blogging on the net-surfers. The study attempts to get a better understanding of how persuasive the messages on a blog may affect the net-surfers. We examined ELM model with a type of blog-travel blogs-by designing an online experiment; argument quality (central routes) and celebrity vs. non-celebrity endorsers (peripheral routes) were manipulated to test 468 subjects' (grouped by Personal Involvement Inventory) intentions of traveling. Experiment results partially confirmed ELM model. For the highly involved subjects, the strength of arguments (central routes) is a key factor affecting a potential customer's travel intention; yet for the low involved subjects, the celebrity-endorsed blog is more persuasive than the non-celebrity endorsed one (peripheral routes). Contrary to ELM predicted results, for the low involved subjects, the strength of arguments on a travel blog is still a dominant factor of a potential customer's travel intention; for the highly involved subjects, the celebrity-endorsed blog is not worse than the non-celebrity endorsed blog. Discussions and implications were also provided.

並列關鍵字

ELM ； word-of-mouth marketing ； central routes ； peripheral routes

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