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Title:	探討女性部落客讀者對美妝部落格中電子口碑及口碑行銷的態度 A study on female blog readers’ attitudes toward ewom and buzz marketing in beauty blogs
Authors:	賈德欣 Chia, De Hsin
Contributors:	賴建都 Lai, Chien Tu 賈德欣 Chia, De Hsin
Keywords:	部落格電子口碑態度獎勵口碑行銷可信度 Blog eWOM attitudes incentives buzz marketing credibility
Date:	2009
Issue Date:	2011-10-11 16:58:46 (UTC+8)
Abstract:	自從「部落格」被韋氏辭典選為2004最具代表性的字，部落格便不斷蓬勃發展，越來越多的部落客，由於在訊息分享及消費者購買決策有強大影響力，被讀者視為意見領袖。本研究特別著眼於美妝部落格讀者，探討其對於時下崛起部落客口碑行銷現象之態度，從部落客單純的分享，到散播電子口碑(線上口碑) ，最後演變成獎勵或有酬的部落格文章。而近年來，這樣的部落格口碑行銷手法，已引起不少關於部落客誠信及可信度的討論。本研究採取質化及量化研究方法，第一階段與知名美妝部落客的深度訪談，提供了現今部落格口碑運作及口碑行銷的初步了解。第二階段的量化問卷調查，綜合文獻及深訪結果，探討美妝部落格讀者對於部落客可信度及購買行為的態度。本研究同時發現，讀者對於美妝部落格內容的滿意程度，也會影響其對於產品的口碑注意度、後續口碑散播意願、以及實際購買行為。 Ever since “blog” was selected by Merriam-Webster`s dictionary as the word of year 2004, the development of blogs has been prospering. More and more bloggers are viewed by blog readers as new opinion leaders on their impact of information-sharing and purchasing decision-making. This study will pay closer attention to one certain category of blog readers—the beauty blog readers and their attitudes toward the emerging phenomenon among bloggers— from simply sharing information to spreading the buzz (online word-of-mouth, or eWOM), and eventually leading to rewarded blog post with incentives. Such business behavior is conceptualized as buzz marketing, which has been arousing dilemma about blogger honesty and credibility. Both qualitative and quantitative methods will be applied in this study. In first stage, in-depth interviews with well-known beauty bloggers were conducted to first provide with preliminary yet detailed understanding of how word of mouth operates and the existing buzz marketing among beauty blogs. Quantitative surveys will be designed based on the findings from first stage, and then be distributed among beauty blog readers to further examine that consumers’ attitudes toward bloggers’ credibility associate with their purchasing behavior. Likewise, consumers’ satisfaction toward blog content may influence their attention paid to WOM in blogs, willingness to conduct Word-of-mouth referrals, and actual purchasing behavior.
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Description:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 95461003 98
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0095461003
Data Type:	thesis
Appears in Collections:	[International Master`s Program in International Communication Studies] Theses

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