Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/49486| 題名: | 以關係行銷觀點探討部落客與部落格讀者間的互動 The study on interactions between bloggers and blog readers - a perspective from relationship marketing |
作者: | 王湘婷 Wang, Hsiang Ting |
貢獻者: | 賴建都 Lai,Chien Tu 王湘婷 Wang, Hsiang Ting |
關鍵詞: | blog blog marketing customer satisfaction interaction loyalty relationship marketing blog blog marketing customer satisfaction interaction loyalty relationship marketing |
日期: | 2008 | 上傳時間: | 8-Dec-2010 | 摘要: | Web 2.0 applications facilitate various adaptations of blogs on many different areas. Bloggers who have blog publications and financially depend on the blog are referred to as professional bloggers in this study. As blogging becomes a social trend, a phenomenon, and more – a profession, there should be a rule or a guideline, and relationship marketing is suggested by the author. Guided by relationship marketing, with the definition extracted from various literatures, the study is based on the structure of Christopher, Payne & Ballantyne (1991) – the relationship marketing ladder of customer loyalty. The purposes of the study are to examine the importance of interaction in the blogger-blog reader relationships, and most significantly, to test if relationship marketing can fit-into the blogosphere. \nAdopting a two-phase, sequential mixed method, this study applied both qualitative and qualitative research tools. In the first phase, a pretest survey was conducted to serve as the base for further research. In the second phase, focus group discussions were carried out to explore more insights of blogs, blogging, and the target bloggers, Wan Wan & Queen, from blog readers’ perspective. At last, a final-found survey was conducted to collect more data for testing the hypotheses and feasibility of the research framework. \nTo conclude, interaction is indispensible in managing blogs. Interactions and blog readers’ expectations toward the blog influence their satisfaction with the blog, and further affect the development of loyalty to spread word-of-mouth. The suggestions for further research including studying from different perspective, adopting longer time span, collecting a larger sample, categorizing bloggers, and implementing behavioral research for business use. Web 2.0 applications facilitate various adaptations of blogs on many different areas. Bloggers who have blog publications and financially depend on the blog are referred to as professional bloggers in this study. As blogging becomes a social trend, a phenomenon, and more – a profession, there should be a rule or a guideline, and relationship marketing is suggested by the author. Guided by relationship marketing, with the definition extracted from various literatures, the study is based on the structure of Christopher, Payne & Ballantyne (1991) – the relationship marketing ladder of customer loyalty. The purposes of the study are to examine the importance of interaction in the blogger-blog reader relationships, and most significantly, to test if relationship marketing can fit-into the blogosphere. \nAdopting a two-phase, sequential mixed method, this study applied both qualitative and qualitative research tools. In the first phase, a pretest survey was conducted to serve as the base for further research. In the second phase, focus group discussions were carried out to explore more insights of blogs, blogging, and the target bloggers, Wan Wan & Queen, from blog readers’ perspective. At last, a final-found survey was conducted to collect more data for testing the hypotheses and feasibility of the research framework. \nTo conclude, interaction is indispensible in managing blogs. Interactions and blog readers’ expectations toward the blog influence their satisfaction with the blog, and further affect the development of loyalty to spread word-of-mouth. The suggestions for further research including studying from different perspective, adopting longer time span, collecting a larger sample, categorizing bloggers, and implementing behavioral research for business use. |
參考文獻: | Adamic, L.A., Ali-Hasan, N.F. (2007). Expressing social relationships on the blog through links and comments. Paper presented at International AAAI Conference on Weblogs and Social Media, Boulder, CO. Assael, H. (2005, March). A demographic and psychographic profile of heavy internet users and users by type of internet usage [Electronic version]. Journal of Advertising Research, 93-123. Baker, S. & Green, H. (2005, May 2). Blog will change your business [Electronic version]. Business Week, 3931, 56-67. Battelle, J. (2004, January). Why blogs mean business [Electronic version]. Business 2.0, 5, 62. Bejou, D. & Palmer, A. (Eds.). (2005). The future of relationship marketing. N.Y.: Best Business Book. Berry, L.L. (1993, March). Playing Fair in Retailing. Arthur Andersen Retailing Issues Newsletter, 5, 2. Berry, L.L. (2000). Relationship marketing of services: Growing interest, emerging perspectives. In A. Parvatiyar & J.N. Sheth (Eds.), Handbook of relationship marketing (pp.149-170). India: Sage Publications Ltd. Bhattacharya, C.B. & Bolton, R.N. (2000). Relationship marketing in mass markets. In A. Parvatiyar & J.N. Sheth (Eds.), Handbook of relationship marketing (pp.327-354). India: Sage Publications Ltd. Bonus, S., Herring, S.C., Scheidt, L.A. & Wright, E. (n.d.). Bridging the gap: A genre analysis of weblogs. Retrieved January 30, 2008, from http://www.ics.uci.edu/~jpd/classes/ics234cw04/herring.pdf Bowman, S. & Willis, C. (2003, July). We media: How audiences are shaping the future of news and information. In JD Lasica (Ed.), NDN Research Report (chap. 3). Retrieved January 30, 2008, from http://www.ndn.org.July 2003 Brock, T. (2007, October 15). Web 2.0 ideas for relationship marketing. Bizjournal. Retrieved October 30, 2007, from http://www.bizjournals.com Calonius, H. (1988). A Buying Process Model, in Blois, K., and Parkinson, S. (Eds), Innovative Marketing – A European Perspective, proceedings from the XVIIth annual Conference of the European Marketing Academy, University of Bradford, pp.86-103. Christopher, M., Payne, A. and Ballantyne, D. (1991). Relationship Maerkting. Heinemann, London. comScore, Inc. (2008, March 10). Bloggers are heavy consumers of content at news and entertainment web sites. Retrieved December 3, 2008, from http://www.comscore.com/press/release.asp?press=2102 Dawson, K.M. (2007, February). Blog overload [Electronic version]. Chronicle of Higher Education, 53, C2 Dawyer, P. (2007). Building trust with corporate blogs. Paper presented at International AAAI Conference on Weblogs and Social Media, Boulder, CO. DeFelice, A. (Ed.). (2005, December). A new marketing medium. Customer Relationship Management. Retrieved January 6, 2008, from http://www.destinationCRM.com Dodge, J. (2004, December 7). Blearily, we blog along. EDN. Retrieved January 6, 2008, from http://www.edn.com Egan, J. & Harker, M.J. (Eds.). (2005). Shaking the foundations: The origins of relationship marketing. London: Thousands Oaks, Calif.: SAGE. Furukawa, T., Matsuo, Y., Ohmukai, I., Uchiyama, K. & Ishizuka, M. (2007). Social networks and reading behavior in the blogosphere. Paper presented at International AAAI Conference on Weblogs and Social Media, Boulder, CO. Gartner, Inc. (2008, July). Gartner says 17 countries to surpass 60 percent broadband penetration into the home by 2012. Retrieved December 3, 2008, from http:www.gartner.com/it/page.jsp?id=729907&format=print Grossman, L. & Hamilton, A. (2004, July 13). Meet Joe Blog [Electronic version]. TIME Magazine. Retrieved December 4, 2008, from http://www.time.com/ Grönroos, C. (1980, April). Designing a Long-range Mareketing Stragey for Services, Long Range Planning, 13, 36-42. Grönroos, C. (1991). The Marketing Strategy Continuum: A Marketing Concept for the 1990s). Management Decision, 29,1, 7-13. Grönroos, C. (1999). Relationship marketing: Challenges for the organization. Journal of Business Research. 46, 327-335. Grönroos, C. (2000). Relationship marketing: The Nordic School perspective. In A. Parvatiyar & J.N. Sheth (Eds.), Handbook of relationship marketing (pp.95-118). India: Sage Publications Ltd. Gumbrecht, M, Nardi, B.A., Schiano, D.J. & Swartz, L. (2004). “I’m blogging this”: A closer look at why people blog. Paper submitted to Communications of the ACM. Gummesson, E. (1991). Marketing-orientation Revisited: /The Crucial Role of the Part-time Marketer. European Journal of Marketing. Vol. 25 No. 2, pp.60-75. Gummesson, E. (1994). Making Relationship Marketing Operational. International Journal of Service Industry Management 5 (5): 5-20 Gummesson, E. (1999). Total relationship marketing. England: Oxford, Boston: Butterworth-Heinemann. Hunt, S. & Morgan, R.M. (1994). Theory of relationship marketing [Electronic version]. Journal of Marketing, 58, 20-38. Hunt, S. & Morgan, R.M. (1999). Relationship-based competitive advantage: The role of relationship marketing in marketing strategy [Electronic version]. Journal of Business Research, 46, 281-290. Håkansson, H. & Snehota, I.J. (2000). The IMP perspective: Assets and liabilities of business relationship. In A. Parvatiyar & J.N. Sheth (Eds.), Handbook of relationship marketing (pp.69-94). India: Sage Publications Ltd. Internet World Stats. (2008). Internet usage statistics: The internet big picture. Retrieved December 11, 2008, from http://www.internetworldstats.com/stats.htm Internet World Stats. (2008). Top 47 countries with the highest internet penetration rate. Retrieved December 11, 2008, from http://www.internetworldstats.com/top25.htm Kirkpatrick, D. (2005, January 10). Why there’s no escaping the blog [Electronic version]. Fortune. Retrieved December 4, 2008, from http://money.cnn.com/magazines/fortune/fortune_archive/2005/01/10/8230982/index.htm Kotler, P. (1992). It’s Time for Total Marketing. Business Week ADVANCE Executive Brief, 2. Leary, B. (2007, August 9). Web 2.0 moving CRM in the direction of CMR. Database Marketing. Retrieved October 30, 2007, from http://www.dmnews.com/cms/dm-news/database-marketing/42056.html Madden, A.P. (2005, August). The business of blogging [Electronic version]. Technology Review, 36-38. Madden, M. & Fox, S. (2006, October 5). Riding the waves of “web 2.0”. Pew Internet Project. Retrieved April 7, 2008, from http://www.pewinternet.org/pdfs/PIP_Web_2.0.pdf McKenna, R. (1991). Relationship Marketing: Successful Strategies for the Age of the Customer: Addison-Wesley. Nielsen, J. (2006, October 9). Participation inequality: Encourage more users to contribute. Retrieved August 7, 2008, from http://www.useit.com/alertbox/participation_inequality.html Numa, K., Ohmukai, I. & Takeda, H. (2004, May). Personal knowledge publishing suite with weblog. WWW2004. Retrieved December 8, 2008, from http://www.blogpulse.com/papers/www2004ohmukai.pdf Nussbaum, E. (2004, January 11). My so-called blog[Electronic version]. The New York Times. Retrieved December 4, 2008, from http://nytimes.com O’Reilly, T. (2005, September 30). What is web 2.0: Design patterns and business models for the next generation of software. O’Reilly. Retrieved December 10, 2008, from http://www.oreillynet.com/1pt/a/6228 Pack, T. (2004 November). Through the blogosphere. Information Today. Retrieved December 26, 2007, from http://www.infotoday.com/linkup Palmer, A.J. (1996). Integrating brand development and relationship marketing. Journal of Retailing and Consumer Services, 3, 251-257. Parvatiyar, A. & Sheth, J.N. (2000). The domain and conceptual foundations of relationship marketing. In A. Parvatiyar & J.N. Sheth (Eds.), Handbook of relationship marketing (pp.3-38). India: Sage Publications Ltd. Parvatiyar, A. & Sheth, J.N. (2000). The evolution of relationship marketing. In A. Parvatiyar & J.N. Sheth (Eds.), Handbook of relationship marketing (pp.119-138). India: Sage Publications Ltd. Parvatiyar, A. & Sheth, J.N. (Eds.). (2000). Handbook of relationship marketing. India: Sage Publications Ltd. Pew Internet & American Life Project. (2005, January). The state of blogging [Data Memo]. Retrieved April 7, 2008, from http://www.pewinternet.org/pdfs/pip_blogging_data.pdf Roush, W. (2005, July). Your ad here [Electronic version]. Technology Review, 21-22. Samiee, S. & Walters, P.G.P. (2003). Relationship marketing in an international context: a literature review [Electronic version]. International Business Review, 12, 193-214. Sisoda, R.S. & Wolfe, D.B. (2000). Information technology: Its role in building, maintaining, and enhancing relationships. In A. Parvatiyar & J.N. Sheth (Eds.), Handbook of relationship marketing (pp.525-564). India: Sage Publications Ltd. Sorce, P. (2002, September). Relationship marketing strategy. Printing Industry Center at Rochester Institute of Technology, Rochester, NY. Retrieved January 29, 2008, from http://print.rit.edu/pubs/02_04_sorce.pdf Stone, M. & Woodcock, N. (1995). Relationship marketing. London: Kogan Page. Taylor, C. (2004, December 19). 10 things we learned about blogs. Retrieved April 10, 2008, from http://www.time.com/time/personoftheyear/2004/poymoments.html# Technorati. (2008). State of the blogosphere. Retrieved December 14, 2008, from http://techonorati.com/blogging/state-of-the-blogosphere/ Universal McCann. (2008, April 14). Wave.3: Power to the people social media tracker. Universal McCann. Retrieved December 15, 2008, from http://www.talkingvoices.com/blog/wordpress/2008/05/05/podcasting-growth-massive-universal-mccann/ Webster, Jr, F.E. (1992, October). The Changing Role of Marketing in the Corporations. Journal of Marketing, 56, 1-17. Wikipedia. (2008). Blog. Retrieved January 9, 2008, from http://en.wikipedia.org/wiki/Blog Wikipedia. (2008). Web 2.0. Retrieved January 9, 2008, from http://en.wikipedia.org/wiki/Web_2.0 Chinese References 創市際市場研究顧問 (2007)。近七成網友坐擁部落格 部落客願為空間影音上傳付費。 2008年12月8日擷取自http://www.insightxplorer.com/news/news_09_21_07.html 資策會 (2006)。Blog獲利方式與案例分析。 2008年12月5日擷取自 http://www.mic.iii.org.tw/intelligence 資策會 (2007)。Web 2.0發展現況與趨勢。2008年12月8日擷取自 http://www.mic.iii.org.tw/intelligence 資策會 (2008)。台灣網友部落格使用行為分析。2008年12月5 http://www.mic.iii.org.tw/intelligence |
描述: | 碩士 國立政治大學 國際傳播英語碩士學程(IMICS) 95461002 97 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0095461002 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 100201.pdf | 96.49 kB | Adobe PDF2 | View/Open | |
| 100202.pdf | 96.49 kB | Adobe PDF2 | View/Open | |
| 100203.pdf | 94.25 kB | Adobe PDF2 | View/Open | |
| 100204.pdf | 126.04 kB | Adobe PDF2 | View/Open | |
| 100205.pdf | 407.86 kB | Adobe PDF2 | View/Open | |
| 100206.pdf | 271.97 kB | Adobe PDF2 | View/Open | |
| 100207.pdf | 778.72 kB | Adobe PDF2 | View/Open | |
| 100208.pdf | 99.5 kB | Adobe PDF2 | View/Open | |
| 100209.pdf | 158.04 kB | Adobe PDF2 | View/Open | |
| 100210.pdf | 269.79 kB | Adobe PDF2 | View/Open | |
| 100211.pdf | 166.91 kB | Adobe PDF2 | View/Open | |
| 100212.pdf | 268.22 kB | Adobe PDF2 | View/Open | |
| 100213.pdf | 124.4 kB | Adobe PDF2 | View/Open |
Google ScholarTM
Check
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.