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題名：部落格代言人對瀏覽者口碑意圖影響之研究：以閱讀動機為干擾變數
書刊名：商略學報
作者：呂文琴 引用關係／蔡瑤昇 引用關係／洪志州／高國書
作者(外文)：Lu, Wen-chin／Tsai, Yau-sheng／Hung, Chih-chou／Kao, Guo-shu
出版日期：2012
卷期：4:3
頁次：頁189-203
主題關鍵詞：部落格；代言人；口碑意圖；閱讀動機；瀏覽者；Blog；Endorser；Word-of-mouth intention；Reading motives；Readers
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(1) 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:1
  • 共同引用共同引用:2
  • 點閱點閱:45
部落格不僅是消費者搜尋資訊的重要管道之一，也是醞釀口碑的平台，故企業與部落格版主合作，透過專家、名人或素人等進行口碑推薦與背書，以達到產品代言的效果。此代言模式有別於一般廣告及商業背書，而口碑相關研究亦無法釐清不同來源特徵者的口碑推薦及背書行為，對瀏覽者行為意圖的影響及其差異。此外，部落格相關研究多聚焦於部落格作者，而忽略在不同閱讀動機影響下將誘使瀏覽者做出不同的行為意圖的可能性；故本研究將以瀏覽者觀點，探究部落格代言人對瀏覽者口碑意圖之影響，並以閱讀動機作為干擾變數，以釐清三者間的關係。 本研究經採實驗設計方法對部落格代言人與發文內容加以操弄，並透過模擬部落格的建置進行網路問卷蒐集，共取得 419份問卷，有效問卷 332份 (79.24%)；分析結果顯示，不同部落格代言人對瀏覽者口碑意圖皆具顯著正向影響，其中又以名人代言人之效果最強。而瀏覽者不同的閱讀動機，會在部落格代言人與瀏覽者口碑意圖之間，產生正向的干擾作用。
Firms and blog writers, such as experts, celebrities and typical consumers are more and more popular in cooperation. Most previous blog studies focus on the blog writers, but the impact of WOM (word-of-mouth) in blogs always goes along with the readers. Different reading motives may lead readers to have different word-of-mouth intention. Therefore, this study aims the blog endorsers to examine the influence with wordof-mouth intention from perspectives of readers. Moreover, we consider the reading motives as moderators and investigate the effect between blog endorsers and the word-of-mouth intention from the perspective of readers. This study conducted the on-line questionnaires through experiment design of the blog. There were 332 effective questionnaires from 419 respondents. We find that the blog endorsers' positive endorsements have obviously enhanced word-of-mouth intention of readers and the endorsement of celebrity has the most influence. Second, all of the reading motives have positive effect on word-of-mouth intention and also exist the moderating effect between the endorsements of blog endorsers and word-of-mouth intention.
期刊論文
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6.Feick, L.、Higie, R. A.(1992)。The Effects of Preference Heterogeneity and Source Characteristics on Ad Processing and Judgements about Endorsers。Journal of Advertising，21(2)，9-24。  new window
7.Friedman, H. H.、Friedman, L.(1979)。Endorsers Effectiveness by Product Type。Journal of Advertising Research，19(5)，63-71。  new window
8.Godes, D.、Mayzlin, D.(2009)。Firm-created Word-ofmouth Communication: Evidence from a Field Test。Marketing Science，28(4)，721-739。  new window
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10.Kanso, A. M.、Nelson, R. A.(2004)。Internet and Magazine Advertising: Integrated Partnerships or Not?。Journal of Advertising Research，44(4)，317-326。  new window
11.Kaye, B. K.(2005)。It's a Blog, Blog, Blog World: Users and Uses of Weblogs。Atlantic Journal of Communication，13(2)，73-95。  new window
12.Pitta, D. A.、Fowler, D.(2005)。Internet Community Forums: An Untapped Resource for Consumer Marketers。Journal of Consumer Marketing，22(5)，265-274。  new window
13.Sohn, D.(2009)。Disentangling the Effects of Social Network Density on Electronic Word-of-mouth (eWOM) Intention。Journal of Computer-mediated Communication，14(2)，352-367。  new window
14.Sternthal, B.、Phillips, L. W.、Dholakia, R.(1978)。The Persuasive Effect of Scarce Credibility: A Situational Analysis。Public Opinion Quarterly，42(3)，285-314。  new window
15.Armstrong, C. L.、McAdams, M. J.(2009)。Blogs of Information: How Gender Cues and Individual Motivations Influence Perceptions of Credibility。Journal of Computer-mediated Communication，14(3)，435-456。  new window
16.Wang, A.(2005)。The Effect of Expert and Consumer Endorsements on Audience Response。Journal of Advertising Research，45(4)，402-412。  new window
17.Wang, S. L. A.(2003)。Customer Testimonials and News Clips as Contextual Cues in the Consumer Cognitive Processing of Online Shopping: How Do They Build Trust and Then Increase Purchase Intention?。Journal of Promotion Management，9(1/2)，145-162。  new window
18.謝易修、謝寶泰(20081100)。從廣告行銷角度探討部落格之口碑傳播策略。商業設計學報，12，53-62。new window  延伸查詢new window
19.Tripp, C.、Jensen, T. D.、Carlson, L.(1994)。The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitude and Intentions。Journal of Consumer Research，20(4)，535-547。  new window
20.Jung, T.、Youn, H.、McClung, S.(2007)。Motivations and Self-presentation Strategies on Korean-based "Cyworld" Weblog Format Personal Homepages。CyberPsychology & Behavior，10(1)，24-31。  new window
21.Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research，24(5)，33-41。  new window
22.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。  new window
23.Duan, Wenjing、Gu, Bin、Whinston, Andrew B.(2008)。The Dynamics of Online Word-of-mouth and Product Sales: An Empirical Investigation of the Movie Industry。Journal of Retailing，84(2)，233-242。  new window
24.Diddi, A.、LaRose, R.(2006)。Getting Hooked on News: Uses and Gratifications and the Formation of News Habits among College Student in an Internet Environment。Journal of Broadcasting & Electronic Media，50(2)，193-210。  new window
25.Ajzen, Icek(1991)。The Theory of Planned Behavior。Organizational Behavior and Human Decision Processes，50(2)，179-211。  new window
26.Liu, Yong(2006)。Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue。Journal of Marketing，70(3)，74-89。  new window
27.Dellarocas, Chrysanthos N.(2003)。The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms。Management Science，49(10)，1407-1424。  new window
28.Herring, Susan C.、Scheidt, Lois Ann、Wright, Elijah、Bonus, Sabrina(2005)。Weblogs as a bridging genre。Information Technology and People，18(2)，142-171。  new window
29.Huang, Chun-Yao、Shen, Yong-Zheng、Lin, Hong-Xiang、Chang, Shin-Shin(2007)。Bloggers' Motivations and Behaviors: A Model。Journal of Advertising Research，47(4)，472-484。  new window
30.Nardi, Bonnie. A.、Schiano, Diane J.、Gumbrecht, Michelle、Swartz, Luke(2004)。Why we blog。Communications of the ACM，47(12)，41-46。  new window
31.Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。  new window
32.Chan, K. K.、Misra, S.(1990)。Characteristics of the Opinion Leader: A New Dimension。Journal of Advertising，19(3)，53-60。  new window
33.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
34.Babin, Barry J.、Lee, Yong-Ki、Kim, Eun-Ju、Griffin, Mitch(2005)。Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea。Journal of Services Marketing，19(3)，133-139。  new window
35.Hennig-Thurau, Thorsten、Gwinner, Kevin P.、Walsh, Gianfranco、Gremler, Dwayne D.(2004)。Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?。Journal of Interactive Marketing，18(1)，38-52。  new window
36.Trusov, Michael、Bucklin, Randolph E.、Pauwels, Koen(2009)。Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site。Journal of Marketing，73(5)，90-102。  new window
37.Hennig-Thurau, Thorsten、Walsh, Gianfranco(2003)。Electronic Word-of-mouth: Motives for and Consequences of Reading Customer Articulations on the Internet。International Journal of Electronic Commerce，8(2)，51-74。  new window
38.Richins, Marsha L.(1983)。Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study。Journal of Marketing，47(1)，68-78。  new window
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40.Arndt, Johan A.(1967)。Role of Product-Related Conversations in the Diffusion of a New Product。Journal of Marketing Research，4(3)，291-295。  new window
學位論文
1.Charney, T. R.(1996)。Uses and Gratifications of the Internet(碩士論文)。Michigan State University。  new window
圖書
1.Joreskog, K. G.、Sorbom, D.(1989)。LJSREL-7 User's Reference Guide。Mooresville, IN：Scientific Software。  new window
2.Robertson, T. S.、Zielinski, J.、Ward, S.(1984)。Consumer Behavior。Glenview, IL：New York：Scott Foresman Company：Dryden Press。  new window
3.Fishbein, M.、Ajzen, I.(1980)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley。  new window
4.Sharma, Subhash(1996)。Applied Multivariate Techniques。John Wiley & Sons, Inc.。  new window
5.Assael, Henry(1998)。Consumer Behavior and Marketing Action。Cincinnati, Ohio：South-Western College Publishing。  new window
6.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
7.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
8.Hawkins, D. I.、Best, R. J.、Coney, K. A.(2004)。Consumer Behavior: Building Marketing Strategy。New York：Boston：McGraw-Hill。  new window
9.邱皓政(2006)。量化研究與計量分析：SPSS中文視窗版資料分析範例解析。五南。  延伸查詢new window
其他
1.謝子樵(2009)。台灣網友部落格使用行為分析，http://rong3827.blogspot.com/2009/05/itismicudn-xuiteyahooyam20088219359179.html。  延伸查詢new window
 
 
 
 
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