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題名 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
作者 賈德欣
Chia, De Hsin
貢獻者 賴建都
Lai, Chien Tu
賈德欣
Chia, De Hsin
關鍵詞 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
日期 2009
上傳時間 11-Oct-2011 16:58:46 (UTC+8)
摘要 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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張麗卿 (2008) 。美妝部落客的哀歌。我是張麗卿老師。 2010年4月2日擷取自http://tw.myblog.yahoo.com/jw!qZb3_MORHwQFavBr76psPFc-/article?mid=6202
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Tino (2008) 。美妝部落客的美麗與哀愁。孩子氣 Childish Queen。 2010年4月15日擷取http://tino530.pixnet.net/blog/post/23700467
謝易修、謝寶泰 (2008)。從廣告行銷角度探討部落格之口碑傳播策略。商業設計學報，12 ：53-62。
創市際市場研究顧問 (2009)。網路口碑行銷夯　左右八成網友的消費決策。 2009年12月8日擷取自http://www.insightxplorer.com/news/news_10_30_09.html
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Buzz Lab (2007) 。A.I.D.E.E.S理論 看圖說故事篇。口碑行銷學苑。 2010年4月8日擷取自http://buzz.itrue.com.tw/blog/?p=36
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
95461003
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095461003
資料類型 thesis
dc.contributor.advisor 賴建都zh_TW
dc.contributor.advisor Lai, Chien Tuen_US
dc.contributor.author (Authors) 賈德欣zh_TW
dc.contributor.author (Authors) Chia, De Hsinen_US
dc.creator (作者) 賈德欣zh_TW
dc.creator (作者) Chia, De Hsinen_US
dc.date (日期) 2009en_US
dc.date.accessioned 11-Oct-2011 16:58:46 (UTC+8)-
dc.date.available 11-Oct-2011 16:58:46 (UTC+8)-
dc.date.issued (上傳時間) 11-Oct-2011 16:58:46 (UTC+8)-
dc.identifier (Other Identifiers) G0095461003en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/51597-
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位學程(IMICS)zh_TW
dc.description (描述) 95461003zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents List of Figures & Tables.................................iii
Acknowledgment
Abstract
Chapter I Introduction.....................................1
1.1 Research Background....................................1
1.2 Research Rationale & Significance of the Study.........2
1.3 Research Purpose.......................................4
1.4 Research Questions.....................................5
Chapter II Literature Review...............................6
2.1 Word of Mouth (WOM)....................................6
2.1.1 WOM Model............................................8
2.1.2 Electronic Word of Mouth (eWOM).....................13
2.1.3 Women Consumer vs. WOM..............................15
2.2. Buzz Marketing.......................................16
2.2.1 Buzz................................................17
2.2.2 Definition of Buzz Marketing........................19
2.3 Blog..................................................19
2.3.1 Historical Background of Blog.......................20
2.3.2 Blog Definition.....................................21
2.3.3 Blogging Motivations................................24
2.3.4 Blog/Blogger Credibility............................25
2.3.5 Blog Glossary.......................................25
2.3.6 Blogs vs. Discussion Forums.........................26
2.4 eWOM, Blogger, and Buzz Marketing.....................26
2.4.1 Role of Influential Blogger.........................27
2.4.2 Beauty Blogs........................................29
2.4.3 Blogs and Buzz Marketing............................32
2.4.4 Blogging vs. Incentive..............................34
2.4.5 Dilemma.............................................35
Chapter III Methodology...................................37
3.1 Research Framework....................................37
3.1.1 Hypotheses..........................................38
3.2 Research Procedure....................................39
3.2.1 First Stage—Preliminary Study......................39
3.2.1.1 Sampling..........................................41
3.2.1.2 In-depth Interview Results........................42
3.2.2 Second Stage—Main Study............................44
3.2.2.1 Sampling..........................................45
3.2.2.2 Questionnaire Design..............................45
3.3 Research Variables....................................45
Chapter IV Data Analysis..................................49
4.1 Sample Structure......................................49
4.2 Factor Analysis and Reliability Analysis..............55
4.3 Analytical Approach...................................66
4.4 Test of Hypotheses....................................68
4.5 Summary...............................................78
Chapter V Conclusions.....................................81
5.1 Discussion and Other Finding..........................81
5.2 Recommendations.......................................83
5.3 Contribution of the Study.............................83
5.5 Future Research.......................................84
References................................................86
Appendix 1 In-depth Interview Outline (Chinese Version)...93
Appendix 2 Questionnaire (Chinese Version)................94
Appendix 3 Questionnaire (English Version)...............105		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095461003en_US
dc.subject (關鍵詞) 部落格zh_TW
dc.subject (關鍵詞) 電子口碑zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 獎勵zh_TW
dc.subject (關鍵詞) 口碑行銷zh_TW
dc.subject (關鍵詞) 可信度zh_TW
dc.subject (關鍵詞) Blogen_US
dc.subject (關鍵詞) eWOMen_US
dc.subject (關鍵詞) attitudesen_US
dc.subject (關鍵詞) incentivesen_US
dc.subject (關鍵詞) buzz marketingen_US
dc.subject (關鍵詞) credibilityen_US
dc.title (題名) 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zh_TW
dc.title (題名) A study on female blog readers’ attitudes toward ewom and buzz marketing in beauty blogsen_US
dc.type (資料類型) thesisen
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