研究生: |
吳婉甄 Wan-Chen Wu |
---|---|
論文名稱: |
理財部落格訊息使用者購買意圖之初探 A Study of Financial Blog Information Users’ Intention of Purchase |
指導教授: |
欒斌
Pin Luarn |
口試委員: |
盧希鵬
Hsi-Peng Lu 詹前隆 none |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2009 |
畢業學年度: | 97 |
語文別: | 中文 |
論文頁數: | 67 |
中文關鍵詞: | 部落格特性 、廣告效果 、來源可信度 |
外文關鍵詞: | Blog characteristics, Advertising effects, Source credibility |
相關次數: | 點閱:294 下載:0 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
Blog是一個新興的行銷利器,透過網際網路傳遞,進行教育及行銷的溝通,所影響的範圍很廣,對於部落格的使用者而言,可以有效的瞄準其潛在顧客群、瞭解部落格使用者對於訊息的回應的態度。
本研究之研究對象為經常性上網查詢資訊的瀏覽者,首先針對Blog特性及訊息來源可信度的相關文獻整理,接著再依過去學者對品牌態度及廣告態度的研究,來探討上述因素是否影響購買意圖。
本研究運用多元回歸分析進行假說驗證,結果證實來源可信度中的可靠性、專業性、吸引力三者和品牌態度呈現正相關,部落格特性中的交流性及資訊內容則與訊息態度呈現正相關,品牌和訊息態度則會進而影響購買意圖。經由本研究調查結果,可做為金融機構透過個人部落格,傳遞訊息達到說服目的之參考。
The Blog is an emerging marketing tool. The Blog can communicate the information of education and marketing with large diffusion range. And the bloggers can aim at their potential customers and understand blog users’ responses and attitude to their articles.
The targets of this study are the financial blog users who search for the financial information frequently. And find the relationship between intentions of purchase and impact factors of Blog characteristics, source credibility, brand attitude, and advertising attitude.
This study uses the multiple regression analysis to analyze the hypotheses of this study. And the results as below:
(1)The relationship between reliability, specialty, and attractiveness of source credibility and brand attitude is positive.
(2)The relationship between mutual exchange ability and information content of Blog characteristics and information attitude are positive.
(3)The brand attitude and information attitude can affect the intention of purchase.
The banks and other financial companies maybe can base on the result of this study to found blogs. Communicate their information to potential customers by these blogs, and affect potential customers’ decision.
一、英文部份
1.Allport, G. W.(1935). Attitudes, A handbook of social psychology, 2, 789-844.
2.Andersson,E.,Greenspun,P.,Grumet,A.(2006).Software engineering forInternet applications. The MIT Press. Available: http://Philip.greenspun.com/seia/glossary
3.Applbaum, Ronald F. and Karl W. E. Anatol (1972), “The Factor Structure of Source Credibility as a Function of the Speaking,” Speech Monographs, Vol. 39, No. 3, August, 216-222.
4.Arjun, C. (1999). Does brand loyalty mediate brand equity outcomes?. Journal of Marketing Theory and Practice, 7(2 ), 26-42.
5.Assael, H., Consumer Behavior and Marketing Action (Boston: PWS-KENT Publishing Company, 1992).
6.Assael, Henry(1992).Consumer Behavior and Marketing Action, 4th ed, PWS-KENT Publishing company.
7.Barger, Jorn (1997). “Review of Hayman, David; Slote, Sam, Genetic Studies in Joyce, 1995”. James Joyce Quarterly 34 (3): 389-93.
8.Belch, G. E. and M. A. Belch (2001), Advertising and Promotion: An Integrated Marketing Comunications Perspective, 5th eds., Boston: McGraw-Hill.
9.Berlo, David K., James B. Lemert and Robert J. Mertz (1969), “Dimensions for
10.Blood,R.(2002).The Weblog Handbook: Practical Advice on Creating and Maintaining Your blog: Perseus Books Group.
11.Bowers, John W. and William A. Phillips (1967), “A Note on the Generality of Source Credibility Scales,” Speech Monographs, Vol. 34, August, 185-186.
12.Bowers, John W. and William A. Phillips. 1967. A note on the generality of source credibility scales. Speech Monographs.34(August).PP185-186.
13.Chad, G. (2003). "What's in a BLOG: Graphics firm Xplane uses blogs as marketing tools." St. Louis Business Journal 23(27): 28.
14.Chaiken, S. (1979). Communication physical attractiveness and persuasion. Journal of Personality and Social Psychology , 37, 1387-1397.
15.Cohen, E. and Krishnamurthy, B. (2006). A Short Walk In the Blogistan. Computer Network, 50pp.615-630.
Communicators: A Review,” Journal of Advertising, Vol. 11, No. 3, 15-24.
16.DeSarbo, Wayne S. and Richard A. Harshman (1985), “Celebrity-Brand Congruence Analysis,” in J. H. Leigh and C. R. Martin (eds.), Current Issues and Research in Advertising, Vol. 8, No. 1, 17-52.
17.Dodds,William B., Dent B. Monroe and Dhruv Grewal (1991), Effects of Price, Brand, and Store Information on Buyers’s Product Evaluations, Journal of Marketing Research, Vol. 27, August, pp. 307-319.
18.Engel, J. F., Blackwell, R. D.& Miniard, P.W.(1995), Consumer Behavior,8thed.,New York: Dryden Press.
19.Erdogan, Zafer B., Michael J. Baker and Stephen Tagg (2001), “Selecting Celebrity Endorsers: The Practitioner’s Perspective,” Journal of Advertising Research, May-June, 39-48.
Evaluating the Acceptability of Message Sources,” Public Opinion Quarterly,
20.Fievet,C.,&Turrettini,E.,2004,”Blog Story,”Eyrolles.
21.Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley
22.Fishbein, M. and I. Aizen, "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research", Reading, Mass: Addison-Wesley, 1975.
23.Fishbein,M.(1967).Attitudes and prediction of behavior, in readings in attitude theory and measurement. New York: John Wiley.
24.Fishbein,M.(1972).Toward an understanding of family planning behavior.Journal of Applied Psychology,2(3),214-227.
25.Fishbin, M. and I. Ajzen,”Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research.” Addison-Wesley, Reading, MA, 1975.
26.Ha, L. (1996).Observations: advertising clutter in consumer magazines: dimensions and effects. Journal of Advertising Research, 36(4),76-84
27.Harvard Business Review. Breakthrough ideas for 2005. 2005/2.(pp. 1-28)
28.Hawkins, D. I., Best, R. J. and Coney, K. A., Consumer Behavior: Implication for Marketing Strategy, 5th ed., Chicago: Richard D. Irwin Inc., 1992.
29.Helen S. Du and Christian Wagner (2006), “Weblog success: Exploring the role of technology”, Int. J. Human-Computer Studies, Vol.64, pp.789–798
30.Horai, J. M., Naccari, N. & Fatoullah, E.(1974). The effects of expertise and physical attractiveness upon opinion agreement and liking. Sociometry, 37, 601-606.
31.Hovland, C. I., Janis, I. K. & Kelly, H. H. (1953). Communication and persuasion.NewHaven: Yale University Press.
32.Howard, J.A. (1994).Buyer Behavior in Marketing Strategy. Prentice-Hall, Inc.
33.Huizingh E. (2000), “The content and design of web sites: an empirical study”, Information and Management,pg.123-134.
34.Jorn Barger,(1997). “Review of Hayman, David; Slote, Sam, Genetic Studies in Joyce, 1995”. James Joyce Quarterly 34 (3): 389-93.
35.Joseph, W. Benoy (1982), “The Credibility of Physically Attractive Communicators: A Review,” Journal of Advertising, Vol. 11, No. 3, 15-24.
36.Karger, D. R., & Quan, D., "What would it mean to blog on the semantic web?," Web Semantics: Science, Services and Agents on the World Wide Web, Vol. 3, No. 2-3, pp. 147-157, 2005.
37.Keller , K. L.(1993).Conceptualizing , Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing,571(1),1-22
38.Kelley, H. H. (1979). Personal Relationships: Their Structures and Processes. Hillsdale. NJ: Lawrence Erlbaum.
39.Kiecker, Pamela and Deborah Cowles (2001), “Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth,” Journal of Euro-Marketing, Vol. 11, No. 2, 71-88.
40.Krech D. and R.S. Crutchfiled, "Theory and Problems in Social Pyschology," New York: McGraw-Hill, 1984, p.152
41.Krikelas, J. (1983),”Information-Seeking Behavior : Patterns and Concepts.”, Drexel Library Quarterly, 19(2)(Spring), pg.5-20.
42.Krishnamurthy,S.(2002).The Multidimensionality of Blog Conversations: The Virtual Enactment of September 11,Internet Research 3.0.Maastricht,The Netherlands.
43.Lafferty B. A. and R. E. Goldsmith.” Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the Ad” Journal of Business Research 44, no2 (1999): 109-116
44.Lafferty, B. A. and R. E. Goldsmith (1999), “Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intention When a High Versus a Low Credibility Endorser Is Used in the Ad,” Journal of Business Research, Vol. 44, February, 109-116.
45.Lankdord, S.V. and Howard, D.R.(1994) .Attitudes and Perceptions toward Tourism and Rural Regional Development, Journal of Travel Research, 12(Winter):35-43.
46.Lavidge, R. & Steiner, G.(1961), A Model for Predictive Measurements of Advertising Effectivness. Journal of Marketing, 25, 59-62.
47.Lutz, R.J., S.B. MacKenzie, and G.E. Belch (1983), Attitude toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences,Advances inConsumer Research, 10:532-539.
48.MacKenzie, S. B., Lutz, R. J. and Belch, G. E. (1986), “The Role of Attitude TowardThe Ad as a Modiator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, 23, pp.130-143.
49.Maddux, E. & Rogers,W. E. (1980). Effects of source expertness, physical attractiveness and supporting arguments on persuasion: A case of brains over beauty. Journal of personality and social psychology, 39, 235-244.
50.McCroskey, James C. (1966), “Scales for the Measurement of Ethos,” Speech Monographs, Vol. 33, No. 1, 65-72.
51.McGuire, W. J. (1958). Attitude and attitude change. In G.. Lindzey & E. Aroson (Eds.), Handbook of Social Psychology. NY: Random House.233-346.
52.Mitchell,A. A.,and J. C. Olson,"Are Product Attribute Beliefs the only Mediator of Advertising Effects on Brand Attitudes?," Journal of Marketing Research,Vol. 18,pp.318-332,August1981。
53.Nambisan, S. (1999). Towards business-oriented intranets: Knowledge management in organizations. In Romm, C. and Sudweeks, F. (Eds.), Doing Business on the Internet: Opportunities and Pitfall(pp.87-100). London:Springer-Verlag.
54.Ohanian, Roobina (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness and Attractiveness,” Journal of Advertising, Vol. 19, No. 3, 39-52.
55.Pamela Kiecker and Deborah Cowles (2001), “Interpersonal Communication and Personal Influence on the Internet:A Framework for Examining Online Word-of-Mouth,” Internet Applications in Euromarketing, 11(2) 71-88.
56.Pornpitakpan, Chanthika (2003), “Validation of the Celebrity Endorsers’ Credibility Scale: Evidence from Asians,” Journal of Marketing Management, Vol. 19, No. 1, February, 179-195.
57.Robertson, T. S. and Myers, J. H.(1970). Personality Correlates of Innovative BuyingBehavior: A Reply, Journal of Marketing Research, 23:260-261.
58.Robin, J. M. (2004). "Nike goes to the blogs with new venture." The Business Journal 21(16): 3.
59.Schiffman , L. G., L. L. Kanuk , Consumer Behavior , Prentice-Hall Inc., 5th Edition , 1994
60.Schiffman, Leon G. and Leslie Lazar Kanuk (2000), Consumer Behavior, New Jersey: Prentice-Hall.
61.Scoble, R., & Israel, S., “Naked conversations,” New Jersey: John Wiley & Sons, 2006.
62.Simpson, Edwin K. and Ruel C. Kahler (1980-81), “A Scale for Source Credibility, Validated in the Selling Context,” Journal of Personal Selling and Sales Management, Vol. 12, No. 1, Fall-Winter, 17-25.
63.Spreng, R. A., MacKenzie, S. B. and Olshavsky, R. W.(1991).A Reexamination of the Determinants of Customer Satisfaction, Journal of Marketing, 60(July):15-32.
64.Sylvia,M.K.(2006).Blogs,lies and the doocing :The next hotbed of litigation? Computer Law& Security Report,22(2),127-136.
65.Tim, M. (2004). "Embracing a new practice." Washington Business Journal 22(37): 22.
Vol. 33, No. 4, Winter, 563-576.
66.Whitehead, Jack L. (1968), “Factors of Source Credibility,” Quarterly Journal of Speech, Vol. 54, No. 1, 59-63.
67.Wilkie, W. Consumer Behavior, New York: John Wiley and Sons, Inc, 1986. Lankdord, S.V. and Howard, D.R.(1994) .Attitudes and Perceptions toward Tourism and Rural Regional Development, Journal of Travel Research, 12(Winter):35-43.
68.Wilkie, William (1986). Consumer Behavior.New York: John Wiley and Sons, Inc.
69.Wynn, George W. (1987), “The Effects of a Salespersons’ Credibility on other Salespersons and Sales Managers,” Academy of Marketing Science, Vol. 10, May,353-358.
70.Zafer, B. Erdogan (1999), “Celebrity Endorsement: A Literature Review,” Journal of Marketing Management, Vol. 15, 291-314.
71.Zaichkowsky, J. L.(1985).”Measuring the Involvement Construct, ”Journal of Consumer Research, 12,pp.341-352.
72.Zmud, R. W. (1978),”An Empirical Investigation of the Dimensionality of the Concept of Information”,Decision Sciences, 9, pg.187-195
二、電子資料
1.Dan Gillmor. (2002). The Whys and Hows of WeBlogs. [On-line]. Available:http://www.siliconvalley.com/mld/siliconvalley/business/columnists/dan_gillmor/ejournal/2529085.htm
2.Dave Winer. (2003). What makes a weBlog a weBlog? [On-line]. Available:http://Blogs.law.harvard.edu/whatMakesAWeBlogAWeBlog
3.Joi Ito's Web- http://joi.ito.com/
4.Kathy E. Gill (2004). How can we measure the influence of the Blogosphere? WWW2004 - New York, NY. [On-line]. Available: http://faculty.washington.edu/kegill/pub/www2004_keg_ppt.pdf
5.Medile,M.(2004)Weblogs as mean of Marketing Communication, http://tworday.net/static/maximus/files/seminarpaper.pdf
6.Merriam-Webster,上網日期:2009年1月25日。取自:
http://www.cyberctm.com/cn/entertainment/macez/redirect.php?rid=2321
7.RoyBoy(2004)。為什麼網誌平臺在Google的檢索比傳統網站更優越?。取自 http://roy.nicetypo.com/nt/roylee.nsf/contentBypermaLink/0D7AE9C02B8BDBF048256E19004D5191
8.Technorati (2007). The State of the Live Web, April 2007.
[On-line], available: http://www.sifry.com/alerts/archives/000493.html
9.Technorati (2008). State of the Blogosphere.
[On-line], available: http://technorati.com/blogging/state-of-the-blogosphere/
10.林克寰(2004),您不能不知道的部落格,Jedi’s Blog。上網日期:2009年1月20日。
取自:http://jedi.org/blog/archives/003856.html
11.財團法人台灣網路資訊中心,上網日期2009年1月15日
取自:http://www.twnic.net.tw/download/200307/200307index.shtml
12.創市際市場研究顧問股份有限公司,上網日期2009年1月15日
取自:http://www.insightxplorer.com
13.資策會MIC(2008年 12月),2008年台灣網友行為與B2C消費發展趨勢,上網日期2009年1月15日。
取自:http://mic.iii.org.tw/intelligence/
14.維基百科(Wikipedia, 2008),上網日期:2009年,2月20日
取自:http://zh.wikipedia.org/w/index.php?title=Blog&variant=zh-tw
15.羅皓菱(2004),《網路時代的麥哲倫-博客現象分析》。上網日期:2009年1月25日。取自:http://www.bigsound.org/portnoy/weblog/000412.html。
三、中文部份
1.石華(2007),「網站設計透過希望對衝動性購買之影響」,國立台灣科技大學企業管理系碩士論文,P29。
2.池嘉敏(2005),「網路口碑來源可信度對線上購買意圖之影響」,國立台灣科技大學企業管理系碩士論文。
3.吳明隆(2007),『SPSS操作與應用:問卷統計分析實務』,五南文化事業。
4.周恆甫(2004),台灣地區網路媒體Blog 發展與應用之初探研究-以「交通大學無名小站」為例,台灣藝術大學應用媒體藝術研究所碩士論文
5.林師模、陳苑欽 (2004),多變量分析。台北:雙葉。
6.施瑞瑄譯(2006),Cyril Fievet & Emily Turrettini 原著,《誰沒部落格!》(Blog Story),台北:商周出版。
7.陳育棠(2003),網站環境之認知、情感對消費者態度及行為意圖之影響─以農產品網站為例,國立中興大學行銷學研究所碩士論文
8.陶蓓麗、李宗陽(2005)網際網路顧客關係維繫之整合模式。管理評論,2,31-51。
9.傅大煜 (2005),Blog-We the Media時代來臨。電子商務導航第七卷,第三期,1-8。
10.劉基欽(2005),Blog特性對Blog信任之影響,國立台灣科技大學企業管理研究所碩士論文。
11.藝立協(2003),BLOG部落格線上出版、網路日誌實作,台北:上奇出版事業處