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題名:從體驗行銷觀點探討部落格瀏覽行為之研究--以超級星光大道為例
書刊名:管理評論
作者:楊書成 引用關係陳冠霖 引用關係趙仲宇
作者(外文):Yang, Shu-chenChen, Guan-linZhao, Zhong-yu
出版日期:2009
卷期:28:1
頁次:頁75-89+147-150
主題關鍵詞:部落格超級星光大道慎思行動理論顧客體驗BlogOne million starTheory of reasoned actionCustomer experience
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:0
  • 點閱點閱:58
本研究以「體驗行銷」觀點探討部落格瀏覽行爲的影響因素,透過電視節目「超級星光大道」部落格爲研究標的,藉此探討部落格瀏覽與電視節目觀賞過程中所產生之顧客體驗,對個人的部落格瀏覽態度與持續瀏覽意圖的影響。透過問卷調查方式蒐集資料並進行分析,研究結果顯示「部落格情感體驗」與「部落格關聯體驗」對「瀏覽態度」有正向顯著的影響,並進而影響「持續瀏覽意圖」;而「節目情感體驗」、「節目關聯體驗」和「指令式規範」則對「持續瀏覽意圖」有正向顯著的影響。此外,「節目顧客體驗」也會調節「部落格顧客體驗」與「瀏覽態度」之間的關係。本研究希望能提供業者在結合電視與網路媒體行銷策略上的建議,並期望能對「體驗行銷」領域的研究與應用能有所助益。
Blog popularity has surged over the last few years and gained considerable attention by practitioners and researchers. The major purpose of this study is to investigate blog browsing behavior from the perspective of experiential marketing through an example of One Million Star-a popular TV show in Taiwan. Based on data collected from 383 respondents, the results indicate that consumer experience is appropriate for elucidating an individual's blog browsing behavior. Besides, the experiences from TV show have diversified moderating effects on the relationship between experiences from blog and attitude toward browsing blog. Several implications for researchers and marketers were also proposed.
期刊論文
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21.Davis, Fred D.(1989)。Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology。MIS Quarterly,13(3),319-340。  new window
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26.Williams, Alistair(2006)。Tourism and Hospitality Marketing: Fantasy, Feeling and Fun。International Journal of Contemporary Hospitality Management,18(6),482-495。  new window
27.Yang, Xue、Li, Yan、Tan, Chuan-Hoo、Hai, Hock-Hai(2007)。Students' Participation Intention in an Online Discussion Forum: Why Is Computer-Mediated Interaction Attractive?。Information & Management,44(5),456-466。  new window
28.Yu, Tai-Kuei、Wu, Guey-Sen(2007)。Determinants of Internet Shopping Behavior: An Application of Reasoned Behaviour Theory。International Journal of Management,24(4),744-762。  new window
圖書
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其他
1.Ajzen, Icek(2002)。Constructing a TPB questionnaire: Conceptual and Methodological considerations,https://www.semanticscholar.org/paper/Constructing-a-TpB-Questionnaire%3A-Conceptual-and-Ajzen/6074b33b529ea56c175095872fa40798f8141867。  new window
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