Blog是個新興的網路傳播媒介，近年來使用人數與閱讀者人數皆快速成長，已漸漸成為網路上重要的書寫與傳遞訊息的平台，在口碑傳遞上扮演越來越重要的角色。實務上許多企業已將Blog視為一行銷管道，但學術上Blog於口碑方面的相關研究卻仍缺乏，本研究即針對Blog口碑訊息信任作深入的研究。
本研究之研究對象為曾經在Blog上查詢口碑訊息的訊息搜尋者。本研究先針對Blog口碑傳播媒體的特性進行文獻整理，然後依據過去學者對信任影響因素的研究，再以Blog特性擷取出本研究所欲探討影響訊息搜尋者信任訊息之因素，探討blogger專業能力、訊息搜尋者專業度、以及訊息搜尋者與blogger的關係程度對Blog口碑信任程度的影響，再進一步探討訊息信任程度是否會影響訊息搜尋者對該產品的態度與購買意願。
本研究運用階層回歸分析進行假說驗證，結果證實blogger專業能力、以及關係程度對Blog口碑信任程度有正向的影響，而訊息搜尋者自身專業度則無顯著影響。同時發現，訊息信任程度會影響訊息搜尋者對該產品的態度與購買意願。經由本研究調查結果，期望對Blog口碑傳播有進一步的瞭解，並且對於實務界Blog行銷策略之擬定有所助益。

Blog, the abbreviation of “web log”, is a prevalent phenomenon on Internet in recent years. With the rapid growth of Blog Bloggers, Blog now is unquestionably the most popularized tool of online publishing. Therefore, the issue, Word-of-Mouth and trust of Blogs, is worth to be investigated. Due to the lack of academic references of Blog in Word-of-Mouth, the topic of this research is that readers’ trust in Word-of-Mouth of Blogs.

The background and development of Blog are examined first, and then the literature of Word-of-Mouth and Trust are reviewed for exploring the factors of information seekers’ criteria for trust of Word-of-Mouth in Blogs.

The result of Stratum Regression indicates that “profession of Bloggers” and “relationship between Bloggers and readers” impact significantly on the trust in Word-of-Mouth of Blogs yet another independent variable, profession of readers, is not significant. Moreover, trust in Word-of-Mouth of Blogs impacts significantly on readers’ product attitude and purchase intention. Then, the management implication marketing strategy of Word-of-Mouth, Trust and Blogs are discussed in conclusion, and the future potential study is also recommended at the end

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