Blog的發展快速，對個人、企業、文化、商業模式、消費者態度都造成影響，應用層面也由個人延伸到了企業。目前，國外已經有許多企業個案是透過Blog進行行銷活動及員工內部溝通的例子，許多企業也透過架設Blog與消費者進行直接的溝通，企業可以從Blog的回應及留言版中取得消費者的資訊，而不再只仰賴個人網站。尤其是電影、名人、明星更常利用低成本、低進入障礙的Blog來進行行銷專案。而現在又出現了一種新型態的應用—利用Blog為商業交易的平台，在Blog上直接販售商品。因此本研究整合Blog特性及其他線上購物之文獻，整合兩大領域中的變數，探討這些變數對於消費者購買意圖之影響。結果顯示Blog易用性、交流性、資訊內容、聲譽會先透過信任再影響購買意圖，而Blog易用性、產品保證、產品取得難度、個人創新性、信任會直接影響購買意圖。

The rapid development of blogs has influended individuals, firms, culture, business plans, and consumers’ behavior. There are many cases that businesses use blogs in marketing activities and internal communication. Moreover, several businesses communicate directly with consumers and collect their information and response by the blog, not only by the website. In particularly, celebrities and movies usually use low-cost and low-enterbarrier blog to market projects. However, there emerges a brand new application of blog on which people sale products directly. Therefore, the author intergrate blog factors with literatures of on-line shopping in order to extract some constructs and study further if these constructs impact on counsumers’ purchase intension. The result is that ease-of-use, communicativity, information content and reputation of blog influence trust and trust influence purchase intention.Though, ease- of-use of blog, product warranty, difficulty-of-access of product, personal innovativeness and trust influence purchase intention directly.

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13. 林昭妘 (2006)，Blog商業模式之研究，國立政治大學國貿研究所碩士論文。
14. 邱宏昌、李文瑞、萬恆鈞（2004），網路商店購物環境與消費者購買意願關聯性之研究。中原企管評論，Vol.2 No.1 pp.95-110。
15. 姚基仁 (1998)，影響消費者網路購物行為之因素探討，淡江大學管理科學研究所碩士論文
16. 洪淑芬 (2005)，Blog之特質與發展現況--應用於圖書館服務之探討，國家圖書館館刊，Vol. 94-2, pp. 27-71。
17. 張元馨 (2005)，影響消費者網路購物購買意圖關係之探討，國立東華大學企業管理研究所碩士論文
18. 張筱涵、曹立勳、 呂苡榕、 劉瑞瑜、黃夢羽 (2005)，Blog之發展與概況 - 以臺灣地區為例，世新印刷學報, Vol. 11, pp. 211-228。
19. 莊雅如 (2005)，以Weblog為基礎的合作學習之研究，國立中興大學資訊科學研究所碩士論文。
20. 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
21. 黃兆震 (2000)，網路購物意願之研究─以電腦通訊產品為例，國立台灣科技大學資訊管理學系碩士論文。
22. 黃奇峯 (2005)，知識管理系統之研究-以Blog為例，國立中興大學資訊科學研究所碩士論文。
23. 黃國禎 (2005)，初探Blog在企業內部溝通的可行性，國立政治大學廣告研究所碩士班。
24. 黃鈺棠、陳群典、林欣怡 (2005)，台灣網誌使用者之使用與滿足研究，國立政治大學第十三屆廣告暨公共關係國際學術與實務研討會，台北。
25. 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。
26. 鄭國威 (2005)，Blog, Research and Beyond。網路社會學通訊期刊，第四十五期。
書籍
1. 司徒達賢 (1985)，『企業概論』，台北：教育部空中大學委員會。
2. 周文賢 (2001)，『多變量統計分析－SAS/STAT之應用』，智勝文化。
3. 林克寰 (2003)，『BLOG 架站實務：使用Movable Type』，臺北市，中華民國：旗標出版股份有限公司。
4. 邱皓政 (2003)，『結構方程模式』，雙葉書廊。
5. 張紹勳 (2001)，『研究方法』，滄海書局。
6. 黃俊英 (1994)，『行銷研究』，華泰書局。
7. 黃俊英 (1999)，『行銷研究-管理與技術』，第六版，華泰書局。
三、網路資料
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. Jorn barger (1999) WeBlog resources FAQ. [On-line]. Available:http://www. robotwisdom. com/weblogs/index.html
5. 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
6. 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
7. Tristam Bielecki (2004). Why Blogs Perform Better than Regular Websites in Google Rankings. [On-line]. Available:http://Blogopoly.Blogspot.com/archives/2004_01_01_Blogopoly_archive.html#107355775033153776
8. 林克寰(2003)。名家專欄︰部落與部落格。上網日期2003 年9 月2 日。取自http://www.openfoundry.org/article.pl?sid=04/10/07/0955211&mode=thread
9. 鄭國威(2005)。Blog, Research, and Beyond。上網日期2005 年3 月15日。取自http://mail.nhu.edu.tw/~society/e-j/45/45-05.htm