部落格口碑訊息訴求對購買決策之影響

A Study for the Influence of Consumer Purchase Decisions in Message Appeal of Blog Word-of-Mouth

10.6188/JEB.2011.13(4).03

邱于平(Yu-Ping Chiou)；楊美雪(Mei-Hsueh Yang)

部落格口碑 ； 訊息訴求 ； 購買決策 ； blog word-of-mouth ； message appeals ； purchase decisions

電子商務學報

13卷4期（2011 / 12 / 01）

919 - 937

繁體中文

部落格的興起，使口碑的型態從面對面方式轉移到透過部落格文字與圖像的描述進行，其中又以文字的訊息訴求扮演著重要的角色。本研究以550則部落格口碑作為內容分析樣本，藉以瞭解部落格口碑的陳述現況。此外，也以網路問卷來了解消費者是否會受到不同訴求方式的影響。最後將內容分析與問卷結果相互比對，以探討陳述方式對消費者購買決策的影響。研究結果發現：（1）「影視音樂」與「3C數位產品」類相關訊息內容易受理性訴求的口碑內容所影響；（2）「旅遊札記」與「美食報導」類消費者在面臨購買決策時，易受感性訴求影響；「流行時尚」、「美容保健」、「寵物用品」與「圖書資訊」類的消費者則同時會受到「理性」與「感性」訴求左右其購買決策，而各類的訴求元素也有所差異。因此，若要增加對消費者的影響力，依據各產品類型的差異，來規劃整體口碑的陳述方式，將是部落格口碑傳播者的必要作法。

With more popular of blog using, dissemination of word-of-mouth has changed from face-to-face to blogosphere. In message appeals, texts play an important role. This study not only used content analyze approach to understand blog word-of-mouth statements' appeals, but also used online questionnaire to investigate the influence of consumers' purchase decision towards message appeals in blog word-of-mouth. The results show that there has positive relationship of using rational appeal concerning movies and digital electronic products. Emotional appeal has more impacts to tourism and food consumers. Finally, both rational and emotional appeals have positive relationship to fashion, cosmetic, pet supplies, and books; thus, it is suggested that bloggers should provide different message statements according to different products.

1. Fang, S. R.,Chang, F. Y.(2006).The influential factors of online word-of-mouth formation-internet involvement and virtual community management as moderators.Journal of e-Business,8(4),499-532.
   連結：
2. Copeland, M. T. (1924), Principles of Merchandising, NY: Arno Press.
3. 部落格觀察（2009），< http://look.urs.tw/>，(Retrieved 2009)
4. Alexa (2009), , .
5. Technorati (2009), ,(Retrieved Aug. 2010).
6. 林克寰（2004），，(Retrieved 2009)。
7. 創市際市場研究顧問（2007），， (Retrieved Nov. 2008)
8. Albers-Miller, N. D.,Stafford, M. R.(1999).An international analysis of emotional and rational appeals in services vs. goods advertising.The Journal of Consumer Marketing,16(1),42-53.
9. Balasubramanian, S.,Mahajan, V.(2001).The Economic Leverage of the Virtual community.International Journal of Electronic Commerce,5(3),103-138.
10. Buda, R.,Zhang, Y.(2000).Consumer product evaluation: The interactive effect of message framing, presentation order, and source credibility.Journal of Product and Brand Management,9(4),229-242.
11. Cheung, M.-S.,Anitsal, M. M.,Anitsal, I.(2007).Revisiting word of mouth communications: a cross-national exploration.Journal of Marketing Theory and Practice,15(3),235-249.
12. Dellarocas, C.(2006).Strategic manipulation of internet opinion forums: Implications for consumers and firms.Management Science,52(10),1577-1593.
13. Donath, J. S.,Boyd, D.(2004).Public displays of connection.BT Technology Journal,22(4),71-82.
14. Duhan, D. F.,Johnson, S. D.,Wilcox, J. B.,Harrell, G. D.(1997).Influences on consumer use of word-of-mouth recommendation sources.Journal of the Academy of Marketing Science,25(4),283-295.
15. Flanagin, A. J.,Metzger, M. J.(2007).The role of site features, user attributes, and information verification behaviors on the perceived credibility of Web-based information.New Media and Society,9,319-342.
16. Geerts, G. L.,Kim, M.(2005).Blogging 101 for CPAs.The CPA Journal,74(7),12-13.
17. Gittell, J. H.(2002).Coordinating mechanisms in care provider groups: Relational coordination as a mediator and input uncertainty as a moderator of performance effects.Management Science,48(11),1408-1426.
18. Gode, D.,Mayzlin, D.(2004).Using online conversations to study word-of-mouth communication.Marketing Science,23(4),545-560.
19. Gurak, L. J.,Antonijevic, S.(2008).The psychology of blogging: you, me, and everyone in between.American Behavioral Scientist,52(1),60-68.
20. Herring, S. C.,Scheidt, L. A.,Bonus, S.,Wright, E.(2004).Bridge the gap: A genre analysis of weblogs.Proceedings of the 37th Hawaii International Conference on System Sciences (HICSS'04),Los Alamitos:
21. Holbrook, M. B.,O''Shaughnessy, J.(1984).The role of emotion in advertising.Psychology and Marketing,1(2),45-64.
22. Johar, J. S.,Sirgy, M. J.(1991).Value-expressive versus utilitarian advertising appeals:When and why to use which appeal.Journal of Advertising,20(3),23-33.
23. Kay, J.(2008).Are blogs here to stay? An examination of the longevity and currency of a static list of library and information science weblogs.Serials Review,34,199-204.
24. Kolter, P.,Armstrong, G.(1994).Principles of Marketing.NJ:Prentice-Hall.
25. Kolter, P.,Keller, K. L.(2006).Marketing Management.NJ:Prentice-Hall.
26. Laskey, H. A.,Fox, R. J.,Crask, M. R.(1995).The relationship between advertising message strategy and television commercial effectiveness.Journal of Advertising Research,35(2),31-39.
27. Lau, G. T.,Ng, S.(2001).Individual and situational factors influencing negative word-of-mouth behavior.Canadian Journal Administrative,18,163-178.
28. Mahajan, V.,Wind, J.(2002).New product models: Practices, shortcomings and desired improvements.Journal of Product Innovation Management,9,128-139.
29. Pan, B.,MacLaurin, T.,Crotts, J. C.(2007).Travel blogs and the implications for destination marketing.Journal of Travel Research,46(35),35-45.
30. Shavitt, S.(1992).Evidence for predicting the effectiveness of value-expressive versus utilitarian appeals: a reply to Johar and Sirgy.Journal of Advertising,21(June),47-51.
31. Silverman, G.(2001).How to Harness the Awesome Power of Word of Mouth.Direct Marketing,60(7),32-37.
32. Snodgrass, J. G.(1984).Concepts and their surface representations.Journal of Verbal Learning & Verbal Behavior,23,3-22.
33. Stafford, M. R.,Day, E.(1995).Retail services advertising: the effects of appeal,medium, and service.Journal of Advertising,26(1),57-71.
34. Sun, Y. C.,Wu, S. C.(2008).The effect of emotional state on waiting in decision making.Social Behavior and Personality,36(5),591-602.
35. Thomas, W. G.,Talai, O.,Andrew, J. C.(2006).eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty.Journal of Business Research,59(4),449-456.
36. Thompson, S.(2007).Mommy blog: A marketer's dream.Advertising,78(6),7-16.
37. Unwin, S.(1975).Customized communications- a concept for service advertising.Advertising Quarterly,44,28-30.
38. Walker, R. M.(2003).Evidence on the management of public services innovation.Public Money and Management,23(2),93-102.
39. Zane, K. Q.(2005).Blogs and written business communication courses: A perfect union.Journal of Education for Business,80(6),327-332.

1. 蔡佩諭(2016)。意見領袖的信任影響消費者購買意圖及品牌口碑之研究-以美妝部落格為例。淡江大學管理科學學系碩士班學位論文。2016。1-67。