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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/67557


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    題名: 隱性行銷的可行性： 時尚美妝部落格商業意圖揭露對部落客態度的影響
    Feasibility of Covert Marketing: The Effect of Beauty Blogs Commercial Intent Disclosure on the Attitude toward Bloggers
    作者: 邱瑜庭
    貢獻者: 陳憶寧
    邱瑜庭
    關鍵詞: 隱性行銷
    部落格行銷
    部落客
    商業意圖揭露
    既存態度
    態度
    covert marketing
    blog marketing
    bloggers
    commercial intent disclosure
    preexisting attitude
    attitude
    日期: 2013
    上傳時間: 2014-07-21 15:32:23 (UTC+8)
    摘要: 在資訊爆炸的時代，行銷商在傳遞行銷訊息上面臨了巨大的難題，迫使市場繁衍出全新的行銷方式以抓住消費者的目光，隱性行銷便是這變革中的其一。在台灣，隱性行銷的運用方式除了商品置入外，另一較常見的就是「部落格行銷」。
    只是當部落格沾染上行銷的色彩時，讀者將無法分辨文章的內容到底是出自於部落客的個人經驗或是廣告美言，也許會因此破壞讀者對部落客的好感與信任。

    本研究目的為探討時尚美妝部落格商業意圖揭露（有／無）與商業意圖揭露時機（前／後）是否會對部落客的態度造成影響；此外本研究亦想探討消費者對商業意圖揭露的既存態度（高／低）是否也是影響該消費者對部落客態度的潛在因素。

    本研究採取「實驗室研究法」，並以美妝保養部落格為例。實驗共分為三組（無揭露／揭露於產品置入之前／揭露於產品置入之後），對商業意圖揭露的既存態度則為調節因素。實驗對象主要為國立政治大學曾經在欲購買某產品前有先透過部落格搜集相關資訊的女學生共90人。統計工具使用SPSS進行分析，以檢驗本研究之模型及相關假設。

    依據本研究結果，文章商業意圖揭露的有無與時機並不會顯著影響讀者對部落客的態度，另外讀者對商業意圖揭露的既存態度亦不會調節文章商業意圖揭露對部落客態度的影響。
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    〈創市際－口碑篇〉（2013年12月13日）。取自創市際市場研究顧問
    http://www.insightxplorer.com/specialtopic/2010_09_24.htm
    〈部落格使用意見調查〉（2013年12月13日）。取自創市際市場研究顧問
    http://www.insightxplorer.com/specialtopic/blog_1031_05.html
    〈State of the Blogosphere 2011〉（2013年12月11日）。取自StateOfThe Blogosphere
    http://technorati.com/social-media/article/state-of-the-blogosphere-2011-introduction/
    描述: 碩士
    國立政治大學
    廣告研究所
    101452013
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1014520131
    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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