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題名：部落格的傳播魔力：探討旅遊部落格訊息對購買意願之影響力
書刊名：中華傳播學刊
作者：黃欣怡／陳宜棻 引用關係
作者(外文)：Huang, Hsin-yi／Chen, Yi-fen
出版日期：2013
卷期：24
頁次：頁243-279
主題關鍵詞：承諾；信任；部落格；結構方程模式；購買意願；Commitment；Trust；Blog；Structural equation modeling；Purchase intention
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(3) 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:3
  • 共同引用共同引用:50
  • 點閱點閱:525
部落格強大的傳播與溝通效果及特性，已引起許多業者的注意，紛紛採取部落格行銷傳播手法，使這種新興的行銷傳播方式受到廣大應用。本研究探討旅遊之商業部落格訊息中，消費者所知覺之溝通品質、資訊品質及服務品質，透過信任和承諾，產生對消費者購買意願之影響。本研究使用網路問卷調查，研究樣本共回收438份受訪者問卷，進行結構方程模式分析與驗證假設。研究結果延伸了新媒體的傳播，對於顧客購買意願的學術理論應用。
Blog communication is a powerful tool that has attracted the attention of a substantial number of enterprises and resulted in the widespread adoption of blog marketing. By means of 2 mediators, trust and commitment, we studied a travel blog and investigated the consumer perceptions of communication, information, and service quality and how this perception influences online consumer purchase intentions. We collected 438 responses to an online survey and employed structural equation modeling (SEM) to test several hypotheses. The results of this study extend the existing theory and practice of the link between new media communication and consumer purchase intentions.
期刊論文
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會議論文
1.谷玲玲(2001)。網路社群的人際關係與社會控制--以玉山航空為例。網路新聞媒體的發展與願景研討會。臺北。  延伸查詢new window
2.Kini, A.、Choobineh, J.(1998)。Trust in electronic commerce: Definition and theoretical considerations。The 31st Hawaii International Conference on System Sciences。IEEE。51-61。  new window
學位論文
1.黃欣怡(2008)。部落格訊息對消費者購買意願之研究(碩士論文)。中原大學。  延伸查詢new window
2.楊一強(2009)。部落格網站品牌與部落客間之關係：品牌關係品質觀點(碩士論文)。東海大學。  延伸查詢new window
3.葉吉祥(2006)。部落格的服務品質與忠誠度之研究(碩士論文)。國立中央大學。  延伸查詢new window
圖書
1.謝子樵(2008)。臺灣網友部落格使用行為分析。臺北市：資策會MIC資訊市場情報中心。  延伸查詢new window
2.Scoble, R.、Israel, S.(2006)。Naked conversations: How blogs are changing the way business talk with customers。John Wiley & Sons。  new window
3.Wright, J.(2006)。Blog marketing: The revolutionary new way to increase sales, build your brand, and get exceptional results。New York：McGraw Hill Press。  new window
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7.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
8.王保進(2004)。多變量分析：套裝程式與資料分析。高等教育。  延伸查詢new window
9.資策會(2007)。部落客使用行為分析。臺北市：資策會MIC資訊市場情報中心。  延伸查詢new window
其他
1.創市際市場研究顧問(20051031)。「部落格使用意見調查」研究報告（二），http://www.insightxplorer.com/specialtopic/blog_1031_05.html， 2012/03/12。  延伸查詢new window
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3.Kathy, E. G.(2004)。How can we measure the influence of the blogosphere?，http://faculty.washington.edu/kegill/pub/www2004_blogosphere_gill.pdf， 2010/04/21。  new window
4.邱匯川(20060514)。從知識解決視角談顧客滿意，http://tw.myblog.yahoo.com/jw!xm88LrCBBBLfswN_E5VqSe6P6imc/article?mid=8， 2008/04/15。  延伸查詢new window
5.Adam, C.(2007)。Holiday Motives，http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=24766031&lang=zh-tw&site=bsi-live， 2008/10/00。  new window
6.Battey, J.(1999)。Weblogs mix creative expression with practical information，http://web.archive.org/web/19991127074555/http://www.infoworld.com/cgi-bin/displayNew.pl?/hotsites/hotextra991101.htm， 2008/12/16。  new window
圖書論文
1.Browne, Michael W.、Cudeck, Robert(1993)。Alternative ways of assessing model fit。Testing Structural Equation Models。Sage。  new window
 
 
 
 
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