题名

部落格迴響一致性對讀者態度之影響

并列篇名

The Impact of Comment Consistency on Blog Surfers' Attitudes

DOI

10.6656/MR.2011.30.1.CHI.41

作者

周軒逸(Hsuan-Yi Chou)；陳怡伶(Yi-Ling Chen)；練乃華(Nai-Hwa Lien)

关键词

部落格 ； 迴響一致性 ； 迴響數量 ； 部落格人氣 ； 產品涉入 ； Blog ； Comment Consistency ； Comment Quantity ； Blog Popularity ； Product Involvement

期刊名称

管理評論

卷期/出版年月

30卷1期（2011 / 01 / 01）

页次

41 - 57

内容语文

繁體中文
中文摘要

近年來，由於部落格的快速興起，消費者多了一條資訊蒐集的途徑，此一特殊途徑與以往訊息傳遞的方式有相當大的差異，來自部落格的訊息可能對消費者態度的形成產生不同影響。本研究旨在探討部落格的口碑效果，由於部落格上同時具有部落客口碑文章與網友回應，這兩種不同的口碑來源，故本文以迴響一致性為研究焦點，共進行兩個實驗，以檢視迴響一致性的直接效果，及迴響數量、部落格人氣、產品涉入之干擾作用。結果發現：迴響一致性可正向提升讀者對部落客口碑文章的信任，並使讀者對文中所分享的產品，產生較佳的品牌態度和購買意願，而迴響一致性的效果主要是發生於迴響數量少、部落格人氣低、或低產品涉入的情況。
英文摘要

The aim of this study is to explore the effects of blog eWOM. Because there are two eWOM sources (i.e., the blogger's eWOM and the comments made by e-friends), this study focuses on the construct of comment consistency, investigating its impacts on blog surfers. Besides, this study also explores the moderating effects of comment quantity, blog popularity, and surfers' product involvement. The results indicate the following: comment consistency has positive effects on surfers' trust in eWOM, brand attitude, and purchase intention. When there are many comments, blog popularity is high, or surfers have high product involvement, the positive effects of comment consistency on surfers' attitude responses may be weakened. The implication of these and other findings are then discussed.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 廖本裕、章明哲(2013)。數位媒體素養之研究：以臺東縣高中職校學生使用部落格為例。教育傳播與科技研究，105，21-39。
  2. 倪煒棠、周穆謙(2017)。汽車平面廣告敘事框架應用分析。商業設計學報，21，135-153。
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