文章強度、部落客評價及推薦產品取得方式對購買意圖之影響; A Study on the Effect of Content Intensity, Blogger Reputation and Product Acquirement on Purchase Intention

NCU Institutional Repository > 管理學院 > 資訊管理研究所 > 博碩士論文 > Item 987654321/61050

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题名:	文章強度、部落客評價及推薦產品取得方式對購買意圖之影響;A Study on the Effect of Content Intensity, Blogger Reputation and Product Acquirement on Purchase Intention
作者:	吳美慧;Wu,Mei-Huei
贡献者:	資訊管理學系
关键词:	部落客評價;內容強度;產品取得;產品態度;購買意圖;Blogger reputation;Content intensity;Product acquirement;Product attitude;Purchase intention
日期:	2013-07-25
上传时间:	2013-08-22 12:10:44 (UTC+8)
出版者:	國立中央大學
摘要:	隨著部落格行銷的盛行，越來越多廠商開始免費提供產品，甚至提供報酬給部落客，請部落客當寫手，撰寫產品推薦心得文（合作邀約文）。也有許多部落客因此成為職業部落客，以接受廠商邀約，撰寫產品試用文章獲取酬勞為業。新聞媒體也曾經報導過，有知名部落客被網友抓到試用心得文捏造做假，且產品為廠商提供免費試用的，卻在文章上註明是自費購買的。這些現象呈現出一些混亂的現象。因此本研究將探討部落客評價（高／低）、文章強度（高／低）及推薦產品取得方式（自費／非自費）對推薦產品之態度及購買意圖的影響。本研究採取「實驗室研究法」，並以美妝保養部落格為例，實驗共分為八組，實驗對象主要為中央大學平時有在閱讀美妝部落格的女學生共120人。使用SPSS來進行分析，以檢驗本研究之模型及相關假說。研究結果發現，文章強度及推薦產品取得方式對產品態度有正向影響，而態度則對購買意圖有正向影響。 With the popularity of blog marketing, more and more venders begin to compensate bloggers with cash or products for recommending their products or services. As a result, many bloggers turn professional and lives on writing blogs. Some famous bloggers even provide fabricated user experiences as a form of recommendations for their reader fans. These reveal a confusing phenomena in blog marketing, that motivated this study to look into the effects of content intensity, blogger reputation and product acquirement on purchase intention. An eight group lab experiment design was employed, with blogs focusing on cosmetic and skin care products as experimental settings. The experiment manipulated three variables, namely, content intensity, blogger reputation and product acquirement. The first two are with two levels: High/Low, while the last one also with two levels: at one’s own expense and provided by advertiser. Data was collected from 120 valid respondents. SPSS was selected as a tool for data analysis. Result revealed that: content intensity and the product acquirement do affect one’s attitude towards the products, which in turn affects one’s purchase intention.
显示于类别:	[資訊管理研究所] 博碩士論文

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