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.

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