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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 8-十二月-2010 12:29:42 (UTC+8)
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.
Adopting 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.
To 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.
Adopting 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.
To 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.
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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
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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.
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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
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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.
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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
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Chinese References
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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
dc.contributor.advisor 賴建都zh_TW
dc.contributor.advisor Lai,Chien Tuen_US
dc.contributor.author (作者) 王湘婷zh_TW
dc.contributor.author (作者) Wang, Hsiang Tingen_US
dc.creator (作者) 王湘婷zh_TW
dc.creator (作者) Wang, Hsiang Tingen_US
dc.date (日期) 2008en_US
dc.date.accessioned 8-十二月-2010 12:29:42 (UTC+8)-
dc.date.available 8-十二月-2010 12:29:42 (UTC+8)-
dc.date.issued (上傳時間) 8-十二月-2010 12:29:42 (UTC+8)-
dc.identifier (其他 識別碼) G0095461002en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/49486-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學程(IMICS)zh_TW
dc.description (描述) 95461002zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (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.
Adopting 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.
To 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.		zh_TW
dc.description.abstract (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.
Adopting 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.
To 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.		en_US
dc.description.tableofcontents List of Figures & Tables iii
Acknowledgement
Abstract
Chapter I Introduction 1
1.1 Background 1
1.2 Rationale & Significance of the Study 2
1.3 Statement of Research Purpose, Questions & Hypotheses 3
1.3.1 Research Purpose 3
1.3.2 Research Questions & Hypotheses 4
1.4 Overview of Research Procedure 5
1.4.1 The First Phase 5
1.4.2 The Second Phase 5
Chapter II Literature Review 7
2.1 Current Environment 8
2.1.1 Web 2.0 – Blog as a Platform 8
2.1.2 High Internet Penetration Rate 10
2.2 Blog/Blogging 11
2.2.1 Blog Definition 11
2.2.2 Brief Blog History 11
2.2.3 Blogging Gadgets 13
2.2.4 Blogging Motivations 14
2.2.5 Blog User Profile 17
2.2.6 Blogging Impacts on Other Fields 21
2.3 Relationship Marketing 25
2.3.1 Paradigm Shift? 25
2.3.2 Relationship Marketing Perspectives 28
2.3.3 Essences of Relationship Marketing 30
2.3.4 Customer Satisfaction, Loyalty & WOM 31
2.4 Relationship Marketing & Blogging 34
2.5 Summary 36
2.6 Operational Definitions 37
Chapter III Methodology 40
3.1 Research Framework & Hypotheses 40
3.1.1 Research Framework 40
3.1.2 Research Procedure 42
3.1.3 Research Questions & Hypotheses 43
Chapter III Methodology 40
3.2 Pretest Survey 44
3.2.1 The Sample 44
3.2.2 Research Variables 45
3.2.3 Pretest Results 47
3.2.4 Brief Introduction of Target Blogs 52
3.3 Focus Group Discussion 53
3.3.1 FGD Summary 53
3.3.2 FGD Results 55
3.4 Final-Round Survey 56
3.4.1 The Sample 56
3.4.2 Research Variables 56
3.4.3 Hypotheses 59
Chapter IV Data Analysis 60
4.1 Sample Structure 60
4.2 Preliminary Results 65
4.2.1 Wan Wan 65
4.2.2 Queen 72
4.3 Research Question & Hypotheses Testing 78
4.3.1 Hypothesis I 79
4.3.2 Hypothesis II 83
4.3.3 Hypothesis III 87
4.3.4 Hypothesis IV 91
4.3.5 Summary 94
Chapter V Conclusions 96
5.1 Summary of Research Results 96
5.1.1 Conclusion 1 96
5.1.2 Conclusion 2 97
5.1.3 Conclusion 3 98
5.1.4 Other Findings 98
5.2 Suggestions for Professional Bloggers 99
5.3 Contributions of the Study 99
5.4 Recommendations for Future Study 100
References 101
Appendix 106
Appendix III-A: Pretest Questionnaires (Chinese & English) 106
Appendix III-B: FGD Guide (Chinese & English) 115
Appendix III-C: Final-Round Questionnaire (Chinese & English) 119
LIST OF FIGURES & TABLES
Figure 2-1 Literature Map 8
Figure 2-2 The current marketing mix vs. RM paradigm 25
Figure 2-3 Simple comparison of TM and RM 26
Figure 2-4 The strategy continuum & the product continuum 27
Figure 2-5 Individual customer satisfaction, loyalty and behavior 33
Figure 2-6 The RM ladder of customer loyalty with relationship development 34
Figure 2-7 The RM ladder of customer loyalty 39
Figure 3-1 Research Framework 42
Figure 3-2 Research Procedure 43
Table 3-1 Pretest Factor analysis before revision 50
Table 3-2 Pretest Factor analysis after revision 51
Table 4-1 Sample Structure 63
Table 4-2 Factor analysis for level of agreement scale (Wan Wan) 68
Table 4-3 Factor analysis for level of agreement scale (Wan Wan) after revision 69
Table 4-4 Factor analysis for level of satisfaction scale (Wan Wan) 70
Table 4-5 Factor analysis for level of satisfaction scale (Wan Wan) after revision 71
Table 4-6 Factor analysis for level of agreement scale (Queen) 75
Table 4-7 Factor analysis for level of agreement scale (Queen) after revision 76
Table 4-8 Factor analysis for level of satisfaction scale (Queen) 77
Table 4-9 Hypothesis I: correlation – Wan Wan 80
Table 4-10 Hypothesis I: correlation – Queen 81
Table 4-11 Hypothesis I: Hierarchical Regression Analysis – Wan Wan 82
Table 4-12 Hypothesis I: Hierarchical Regression Analysis – Queen 83
Table 4-13 Hypothesis II: correlation – Wan Wan 84
Table 4-14 Hypothesis II: correlation – Queen 85
Table 4-15 Hypothesis II: Hierarchical Regression Analysis – Wan Wan 86
Table 4-16 Hypothesis II: Hierarchical Regression Analysis – Queen 86
Table 4-17 Hypothesis III: correlation – Wan Wan 88
Table 4-18 Hypothesis III: correlation – Queen 89
Table 4-19 Hypothesis III: Hierarchical Regression Analysis – Wan Wan 90
Table 4-20 Hypothesis III: Hierarchical Regression Analysis – Queen 90
Table 4-21 Hypothesis IV: correlation – Wan Wan 92
Table 4-22 Hypothesis IV: correlation – Queen 92
Table 4-23 Hypothesis IV: Hierarchical Regression Analysis – Wan Wan 93
Table 4-24 Hypothesis IV: Hierarchical Regression Analysis – Queen 94
Table 4-25 Summary Table 95		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095461002en_US
dc.subject (關鍵詞) blogzh_TW
dc.subject (關鍵詞) blog marketingzh_TW
dc.subject (關鍵詞) customer satisfactionzh_TW
dc.subject (關鍵詞) interactionzh_TW
dc.subject (關鍵詞) loyaltyzh_TW
dc.subject (關鍵詞) relationship marketingzh_TW
dc.subject (關鍵詞) blogen_US
dc.subject (關鍵詞) blog marketingen_US
dc.subject (關鍵詞) customer satisfactionen_US
dc.subject (關鍵詞) interactionen_US
dc.subject (關鍵詞) loyaltyen_US
dc.subject (關鍵詞) relationship marketingen_US
dc.title (題名) 以關係行銷觀點探討部落客與部落格讀者間的互動zh_TW
dc.title (題名) The study on interactions between bloggers and blog readers - a perspective from relationship marketingen_US
dc.type (資料類型) thesisen
dc.relation.reference (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.zh_TW
dc.relation.reference (參考文獻) 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.zh_TW
dc.relation.reference (參考文獻) Baker, S. & Green, H. (2005, May 2). Blog will change your business [Electronic version]. Business Week, 3931, 56-67.zh_TW
dc.relation.reference (參考文獻) Battelle, J. (2004, January). Why blogs mean business [Electronic version]. Business 2.0, 5, 62.zh_TW
dc.relation.reference (參考文獻) Bejou, D. & Palmer, A. (Eds.). (2005). The future of relationship marketing. N.Y.: Best Business Book.zh_TW
dc.relation.reference (參考文獻) Berry, L.L. (1993, March). Playing Fair in Retailing. Arthur Andersen Retailing Issues Newsletter, 5, 2.zh_TW
dc.relation.reference (參考文獻) 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.zh_TW
dc.relation.reference (參考文獻) 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.zh_TW
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