1. NCCU Academic Hub
  2. 學術產出
  3. College of Communication
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

  • No doi shows Citation Infomation
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 21-Jul-2014 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。
參考文獻 江虹儒（2013）。美妝部落格對消費者購買意願之研究。淡江大學國際企業研究所碩士論文，新北市。

李雅靖、吳忠翰（2011）。網路口碑訊息對消費者信任的影響。傳播與管理研究，10(2)，69-106。

林照真（2011）。新瓶裝「假」酒？：有關新媒體置入性行銷的分析與批判。中華傳播學刊，20，95-114。
吳政瑩（2011）。網路口碑文之認知失調與信任。國立中山大學傳播管理研究所碩士論文，高雄市。
吳美慧（2013）。文章強度、部落客評價及推薦產品取得方式對購買意圖之影響。國立中央大學資訊管理研究所碩士論文，桃園縣。
施淑芳（2000）。訊息式廣告效果之研究—以閱聽人之既存態度、廣告訊息
涉入度與訊息論點品質為探討。國立政治大學廣告研究所碩士論文。
黃子潔、賴建都（2008）。部落格廣告代言人表現模式之溝通效果研究。廣告學研究，30，1-33。
黃彥達（2005）。走出Blog熱潮的迷霧。e天下雜誌，4月，68-69頁。
賈得欣（2010）。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。國立政治大學國際傳播英語碩士學程研究所碩士論文，台北市。
蔡沛成（2007）。部落格行銷與顧客關係之研究。國立政治大學廣告研究所碩士論文，台北市。
Aaker, Jennifer, Fournier, S., & Brasel, S. A. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(June), 1-16.
Ashley, Christy, & Leonard, H. A. (2009). Betrayed by the Buzz? Covert Content and Consumer–Brand Relationships. Journal of Public Policy & Marketing, 28(2), 212-220.
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2012). Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses. Journal of Communication, 62(6), 1047-1064.
Boerman, S. C., van Reijmersdal, E. A., & Neijens, P. C. (2013). Appreciation and Effects of Sponsorship Disclosure. In Advances in Advertising Research (Vol. IV) (pp. 273-284). Springer Fachmedien Wiesbaden.
Boerman, S. C. (2014). “This program contains product placement”: Effects of Sponsorship Disclosure on Television Viewers’ Responses.
Brehm. (1956). Postdecision Changes in the Desirability of Alternatives. Journal of Abnormal and Social Psychology, 52, 384-389.
Brunswick, E., Hammond, K. R., & Stewart, T. R. (2000). The Essential Brunswick: Beginning, Explications, and Applications. New York: Oxford University Press.
Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. journal of Strategic Marketing, 6(3), 241-254.
Campbell, M., Mohr, G., & Verlegh, P. (2013). Can Disclosures Lead Consumers to Resist Covert Persuasion? The Important Roles of Disclosure Timing and Type of Response. Journal of Consumer Psychology, 23(4), 483-495.
Carr, C. T., & Hayes, R. A. (2014). The Effect of Disclosure of Third-Party Influence on an Opinion Leader`s Credibility and Electronic Word-of-Mouth in Two-Step Flow. Journal of Interactive Advertising, 14(1), 38-50.
Day, & S, G. (1971). Attitude Change Media and Word of Mouth. Journal of Advertising Research, 11(6), 31-40.
d’Astous, & Chartier. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Produce Placement in Movies. Journal of Current Issues and Research in Advertising, 22(2), 31-40.
d’Astous, A., & Seguin, N. (1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship. European Journal of Marketing, 33(9/10), 896-910.
Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled Infection! Spreading the Brand Message Through Viral Marketing. Business Horizons, 48(2), 143-149.
Edwards, S. M., Hairong Li, and Joo-Hyun Lee. (2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of Advertising, 31(3), 83-96.
Efimova, L., & Hendrick, S. (2005). In Search for a Virtual Settlement: An Exploration of Weblog Community Boundaries. Paper presented at the Communities & Technologies.
Goodman, E. P. (2006). Stealth Marketing and Editorial Integrity. Texas Law Review, 85(1), 83-152.
Grazioli, S., & Jarvenpaa, S. L. (2003). Consumer and Business Deception on the Internet: Control Analysis of Documentary Evidence. International Journal of Electronic Commerce, 7(4), 93-118.
Gupta, P. B., & Gould, S. (1997). Consumers’ Perceptions of the Ethics and Acceptability of Product Placement in Movies: Product Category and Individual Differences. Journal of Current Issues and Research in Advertising, 19(1), 38-50.
Gupta, P. B. & Lord, K. R. (1998). Product placement in movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59.
Hammond, K. R., Hursch, C.J., Todd, F.J., . (1964). Analyzing the Components of Clinical Inference. Psychological Review, 71(438-456).
Hammond, K. R. S., T.R. Brehmer, B., & Steinmann, D.O. . (1975). Social Judgment Theory. In M. Kaplan and S. Schwartz (Eds.), Human Judgment and Decision Process. New York: Academic Press.
Harmon, R. R., & Coney, K. A. (1982). The Persuasive Effects of Source Credibility in Buy and Lase Situations. Journal of Marketing Research, 255-260.
Huang, C. Y., Shen, Y. Z., Lin, H. X., & Chang, S. S. (2007). Bloggers’ Motivations and Behaviors: A Model. Journal of Advertising Research, 47(4), 472-485.
Jarvenpaa, S., Tractinsky, N., & Vitale, M. (2000). Consumer Trust in an Internet Store. Information Technology and Management, 1, 45-71.
Johnson, B. T., Lin, H.-Y., Symons, C. S., Campbell, L. A., & Ekstein, G. (1995). Initial Beliefs and Attitudinal Latitudes as Factors in Persuasion. Personality and Social Psychology Bulletin, 21(5), 502-511.
Johnson, T. J., & Kaye, B. K. (2004). Wag the Blog: How Reliance on Traditional Media and the Internet Influence Credibility Perceptions of Weblogs Among Blog Users. Journalism and Mass Communication Quarterly, 81(3), 622-642.
Kaikati, A. M., & Kaikati, J. G. (2004). Stealth Marketing: How to Reach Consumers Surreptitiously. California Management Review, 46(4), 6-22.
Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues & Research in Advertising, 20(2), 31-49.
Kumar, R. e. a. (2003). On the Bursty Evolution of Blogspace. Paper presented at the Proceedings of the 12th International Conference on World Wide Web, New York, USA.
Lord, & Jamie. (2006). “Control Is What PVR Is All About as Well as TVC-Avoidance. Media: Asia`s Media & Marketing Newspaper, p. 13.
Lord, C. G., Ross, L., & Lepper, M. R. (1979). Biased Assimilation and Attitude Polarization: The Effects of Prior Theories on Subsequently Considered Evidence. Journal of Personality and Social Psychology, 37(11), 2098.
Martin, K., & Smith, N. C. (2008). Commercializing Social Interaction: The Ethics of Stealth Marketing. INSEAD Business School Research Paper(2008/19).
Mazaheri, E., Basil, D. Z., Yanamandram, V., & Daroczi, Z. (2011). The Impact of Pre-Existing Attitude and Conflict Management Style on Customer Satisfaction with Service Recovery. Journal of Retailing and Consumer Services, 18(3), 235-245.
McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersoanl Cooperation in Organizations. Academy of Management Journal, 38(1), 24-59.
Moore, R. S., Claire Allison Stammerjohan, and Robin A. Coulter (2005). Banner Advertiser-Website Context Congruity and Color Effects on Attention and Attitudes. Journal of Advertising, 34(2), 71-84.
Murray, K. B. (1991). A Test if Services Marketing Theory: Consumer Information Acquisition Activities. journal of Marketing, 55(1), 10-25.
Nebenzahl, I. D. a. S., E. (1993). Consumers` Attitudes Toward Product Placement in Movies. International Journal of Advertising, 12, 1-11.
Nebenzhal, I. D., & Jaffe, E. D. (1998). Ethical Dimensioins of Advertising Executions. Journal of Business Ethics, 17(7), 805-815.
Nekmat, E., & Gower, K. K. (2012). Effects of Disclosure and Message Valence in Online Word-of-Mouth (eWOM) Communication: Implications for Integrated Marketing Communication. International Journal of Integrated Marketing Communications, 4(1), 85-98.
Nunnally, J. C. (1978). Psychometric Theory, 2nd. New York: McGraw-Hill.
Pallak, M. S., Sogin, S. R., & Van Zante, A. (1974). Bad Decisions: Effect of Volition, Locus of Causality, and Negative Consequences on Attitude Change. Journal of Personality and Social Psychology, 30(2), 217.
Petty, R. D., & Andrews, J. C. (2008). Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices that Mask Marketing Messages. Journal of Public Policy & Marketing, 27(1), 7-18.
Rosen, E. (2000). The Anatomy of Buzz: How to Create Word-of-Mouth Marketing. New York: Doubleday.
Schlosser, A. (2005). Source Perceptions and the Persuasiveness of Internet Word-of-Mouth Communication. Advances in Consumer Research, 32, 202-203.
Shamdasani, P. N., Stanaland, A. J. S., & Tan, J. (2001). Location, Location, Location: Insights for Advertising Placement on the Web. Journal of Advertising Research, 41(4), 7-21.
Shelth, & N, J. (1971). Word-of-Mouth in Low-Risk Innovations. Journal of Advertising Research, 11(June), 15-18.
Sherif, C. W., Sherif, M., and Nebergall, R. E. . (1965). Attitude and Attitude Change: The Social Judgment Involvement Approach. Yale University Press, New Haven, Conn. .
Singh, T., Veron-Jackson, L., & Cullinane, J. (2008). Blogging: A New Play in Your Marketing Game Plan. Business Horizons, 57(4), 281-292.
Thompson, C. A., Foster, A., Cole, I., & Dowding, D. W. (2005). Using Social Judgement Theory to Model Nurses’ Use of Clinical Information in Critical Care Education. Nurse Education Today, 25(1), 68-77.
Weaver, D. T., & Oliver, M. B. (2000, June). Television Programs and Advertising: Measuring the Effectiveness of Product Placement within Seinfeld. In Mass Communication Division at the 50th annual conference of the International Communication Association (ICA), Acapulco, Mexico.
Wegener, D. T., & Petty, R. E. (1995). Flexible Correction Processes in Social Judgment: The Role of Naive Theories in Corrections for Perceived Bias. Journal of Personality and Social Psychology, 68, 36-51.
Weinfurt, K. P., Friedman, J. Y., Dinan, M. A., Allsbrook, J. S., Hall, M. A., Dhillon, J. K., & Sugarman, J. (2006). Disclosing conflicts of interest in clinical research: views of institutional review boards, conflict of interest committees, and investigators. The Journal of Law, Medicine & Ethics, 34(3), 581-591.
Wright, J. (2006). Blog marketing：The Revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional Results. Burr Ridge: Mcgraw-Hill.
Yang, M., & Roskos‐Ewoldsen, D. R. (2007). The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand‐Choice Behavior. Journal of Communication, 57(3), 469-489.
〈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
dc.contributor.advisor 陳憶寧zh_TW
dc.contributor.author (Authors) 邱瑜庭zh_TW
dc.creator (作者) 邱瑜庭zh_TW
dc.date (日期) 2013en_US
dc.date.accessioned 21-Jul-2014 15:32:23 (UTC+8)-
dc.date.available 21-Jul-2014 15:32:23 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2014 15:32:23 (UTC+8)-
dc.identifier (Other Identifiers) G1014520131en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67557-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 101452013zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (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。		zh_TW
dc.description.tableofcontents 第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 5

第貳章 文獻探討 6
第一節 隱性行銷 6
第二節 商業意圖揭露 13
第三節 既存態度 19
第四節 態度 25

第參章 研究方法 28
第一節 研究目的與假設 28
第二節 研究架構 29
第三節 研究方法 29
第四節 實驗組別 30
第五節 實驗前測 31
第六節 正式實驗設計 33
第七節 研究變數之操作型定義與量表信度分析 34

第肆章 研究分析 39
第一節 樣本敘述統計分析 39
第二節 假設驗證 42
第三節 研究假設檢定結果彙整 47

第伍章 結論與建議 49
第一節 研究結果與討論 49
第二節 研究檢討 53
第三節 研究限制與未來研究建議方向 55

參考文獻 59
附錄一、前測問卷 66
附錄二、正式問卷 69		zh_TW
dc.format.extent 2168839 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1014520131en_US
dc.subject (關鍵詞) 隱性行銷zh_TW
dc.subject (關鍵詞) 部落格行銷zh_TW
dc.subject (關鍵詞) 部落客zh_TW
dc.subject (關鍵詞) 商業意圖揭露zh_TW
dc.subject (關鍵詞) 既存態度zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) covert marketingen_US
dc.subject (關鍵詞) blog marketingen_US
dc.subject (關鍵詞) bloggersen_US
dc.subject (關鍵詞) commercial intent disclosureen_US
dc.subject (關鍵詞) preexisting attitudeen_US
dc.subject (關鍵詞) attitudeen_US
dc.title (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zh_TW
dc.title (題名) Feasibility of Covert Marketing: The Effect of Beauty Blogs Commercial Intent Disclosure on the Attitude toward Bloggersen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 江虹儒（2013）。美妝部落格對消費者購買意願之研究。淡江大學國際企業研究所碩士論文，新北市。

李雅靖、吳忠翰（2011）。網路口碑訊息對消費者信任的影響。傳播與管理研究，10(2)，69-106。

林照真（2011）。新瓶裝「假」酒？：有關新媒體置入性行銷的分析與批判。中華傳播學刊，20，95-114。
吳政瑩（2011）。網路口碑文之認知失調與信任。國立中山大學傳播管理研究所碩士論文，高雄市。
吳美慧（2013）。文章強度、部落客評價及推薦產品取得方式對購買意圖之影響。國立中央大學資訊管理研究所碩士論文，桃園縣。
施淑芳（2000）。訊息式廣告效果之研究—以閱聽人之既存態度、廣告訊息
涉入度與訊息論點品質為探討。國立政治大學廣告研究所碩士論文。
黃子潔、賴建都（2008）。部落格廣告代言人表現模式之溝通效果研究。廣告學研究，30，1-33。
黃彥達（2005）。走出Blog熱潮的迷霧。e天下雜誌，4月，68-69頁。
賈得欣（2010）。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。國立政治大學國際傳播英語碩士學程研究所碩士論文，台北市。
蔡沛成（2007）。部落格行銷與顧客關係之研究。國立政治大學廣告研究所碩士論文，台北市。
Aaker, Jennifer, Fournier, S., & Brasel, S. A. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31(June), 1-16.
Ashley, Christy, & Leonard, H. A. (2009). Betrayed by the Buzz? Covert Content and Consumer–Brand Relationships. Journal of Public Policy & Marketing, 28(2), 212-220.
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2012). Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses. Journal of Communication, 62(6), 1047-1064.
Boerman, S. C., van Reijmersdal, E. A., & Neijens, P. C. (2013). Appreciation and Effects of Sponsorship Disclosure. In Advances in Advertising Research (Vol. IV) (pp. 273-284). Springer Fachmedien Wiesbaden.
Boerman, S. C. (2014). “This program contains product placement”: Effects of Sponsorship Disclosure on Television Viewers’ Responses.
Brehm. (1956). Postdecision Changes in the Desirability of Alternatives. Journal of Abnormal and Social Psychology, 52, 384-389.
Brunswick, E., Hammond, K. R., & Stewart, T. R. (2000). The Essential Brunswick: Beginning, Explications, and Applications. New York: Oxford University Press.
Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. journal of Strategic Marketing, 6(3), 241-254.
Campbell, M., Mohr, G., & Verlegh, P. (2013). Can Disclosures Lead Consumers to Resist Covert Persuasion? The Important Roles of Disclosure Timing and Type of Response. Journal of Consumer Psychology, 23(4), 483-495.
Carr, C. T., & Hayes, R. A. (2014). The Effect of Disclosure of Third-Party Influence on an Opinion Leader`s Credibility and Electronic Word-of-Mouth in Two-Step Flow. Journal of Interactive Advertising, 14(1), 38-50.
Day, & S, G. (1971). Attitude Change Media and Word of Mouth. Journal of Advertising Research, 11(6), 31-40.
d’Astous, & Chartier. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Produce Placement in Movies. Journal of Current Issues and Research in Advertising, 22(2), 31-40.
d’Astous, A., & Seguin, N. (1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship. European Journal of Marketing, 33(9/10), 896-910.
Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled Infection! Spreading the Brand Message Through Viral Marketing. Business Horizons, 48(2), 143-149.
Edwards, S. M., Hairong Li, and Joo-Hyun Lee. (2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of Advertising, 31(3), 83-96.
Efimova, L., & Hendrick, S. (2005). In Search for a Virtual Settlement: An Exploration of Weblog Community Boundaries. Paper presented at the Communities & Technologies.
Goodman, E. P. (2006). Stealth Marketing and Editorial Integrity. Texas Law Review, 85(1), 83-152.
Grazioli, S., & Jarvenpaa, S. L. (2003). Consumer and Business Deception on the Internet: Control Analysis of Documentary Evidence. International Journal of Electronic Commerce, 7(4), 93-118.
Gupta, P. B., & Gould, S. (1997). Consumers’ Perceptions of the Ethics and Acceptability of Product Placement in Movies: Product Category and Individual Differences. Journal of Current Issues and Research in Advertising, 19(1), 38-50.
Gupta, P. B. & Lord, K. R. (1998). Product placement in movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59.
Hammond, K. R., Hursch, C.J., Todd, F.J., . (1964). Analyzing the Components of Clinical Inference. Psychological Review, 71(438-456).
Hammond, K. R. S., T.R. Brehmer, B., & Steinmann, D.O. . (1975). Social Judgment Theory. In M. Kaplan and S. Schwartz (Eds.), Human Judgment and Decision Process. New York: Academic Press.
Harmon, R. R., & Coney, K. A. (1982). The Persuasive Effects of Source Credibility in Buy and Lase Situations. Journal of Marketing Research, 255-260.
Huang, C. Y., Shen, Y. Z., Lin, H. X., & Chang, S. S. (2007). Bloggers’ Motivations and Behaviors: A Model. Journal of Advertising Research, 47(4), 472-485.
Jarvenpaa, S., Tractinsky, N., & Vitale, M. (2000). Consumer Trust in an Internet Store. Information Technology and Management, 1, 45-71.
Johnson, B. T., Lin, H.-Y., Symons, C. S., Campbell, L. A., & Ekstein, G. (1995). Initial Beliefs and Attitudinal Latitudes as Factors in Persuasion. Personality and Social Psychology Bulletin, 21(5), 502-511.
Johnson, T. J., & Kaye, B. K. (2004). Wag the Blog: How Reliance on Traditional Media and the Internet Influence Credibility Perceptions of Weblogs Among Blog Users. Journalism and Mass Communication Quarterly, 81(3), 622-642.
Kaikati, A. M., & Kaikati, J. G. (2004). Stealth Marketing: How to Reach Consumers Surreptitiously. California Management Review, 46(4), 6-22.
Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues & Research in Advertising, 20(2), 31-49.
Kumar, R. e. a. (2003). On the Bursty Evolution of Blogspace. Paper presented at the Proceedings of the 12th International Conference on World Wide Web, New York, USA.
Lord, & Jamie. (2006). “Control Is What PVR Is All About as Well as TVC-Avoidance. Media: Asia`s Media & Marketing Newspaper, p. 13.
Lord, C. G., Ross, L., & Lepper, M. R. (1979). Biased Assimilation and Attitude Polarization: The Effects of Prior Theories on Subsequently Considered Evidence. Journal of Personality and Social Psychology, 37(11), 2098.
Martin, K., & Smith, N. C. (2008). Commercializing Social Interaction: The Ethics of Stealth Marketing. INSEAD Business School Research Paper(2008/19).
Mazaheri, E., Basil, D. Z., Yanamandram, V., & Daroczi, Z. (2011). The Impact of Pre-Existing Attitude and Conflict Management Style on Customer Satisfaction with Service Recovery. Journal of Retailing and Consumer Services, 18(3), 235-245.
McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersoanl Cooperation in Organizations. Academy of Management Journal, 38(1), 24-59.
Moore, R. S., Claire Allison Stammerjohan, and Robin A. Coulter (2005). Banner Advertiser-Website Context Congruity and Color Effects on Attention and Attitudes. Journal of Advertising, 34(2), 71-84.
Murray, K. B. (1991). A Test if Services Marketing Theory: Consumer Information Acquisition Activities. journal of Marketing, 55(1), 10-25.
Nebenzahl, I. D. a. S., E. (1993). Consumers` Attitudes Toward Product Placement in Movies. International Journal of Advertising, 12, 1-11.
Nebenzhal, I. D., & Jaffe, E. D. (1998). Ethical Dimensioins of Advertising Executions. Journal of Business Ethics, 17(7), 805-815.
Nekmat, E., & Gower, K. K. (2012). Effects of Disclosure and Message Valence in Online Word-of-Mouth (eWOM) Communication: Implications for Integrated Marketing Communication. International Journal of Integrated Marketing Communications, 4(1), 85-98.
Nunnally, J. C. (1978). Psychometric Theory, 2nd. New York: McGraw-Hill.
Pallak, M. S., Sogin, S. R., & Van Zante, A. (1974). Bad Decisions: Effect of Volition, Locus of Causality, and Negative Consequences on Attitude Change. Journal of Personality and Social Psychology, 30(2), 217.
Petty, R. D., & Andrews, J. C. (2008). Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices that Mask Marketing Messages. Journal of Public Policy & Marketing, 27(1), 7-18.
Rosen, E. (2000). The Anatomy of Buzz: How to Create Word-of-Mouth Marketing. New York: Doubleday.
Schlosser, A. (2005). Source Perceptions and the Persuasiveness of Internet Word-of-Mouth Communication. Advances in Consumer Research, 32, 202-203.
Shamdasani, P. N., Stanaland, A. J. S., & Tan, J. (2001). Location, Location, Location: Insights for Advertising Placement on the Web. Journal of Advertising Research, 41(4), 7-21.
Shelth, & N, J. (1971). Word-of-Mouth in Low-Risk Innovations. Journal of Advertising Research, 11(June), 15-18.
Sherif, C. W., Sherif, M., and Nebergall, R. E. . (1965). Attitude and Attitude Change: The Social Judgment Involvement Approach. Yale University Press, New Haven, Conn. .
Singh, T., Veron-Jackson, L., & Cullinane, J. (2008). Blogging: A New Play in Your Marketing Game Plan. Business Horizons, 57(4), 281-292.
Thompson, C. A., Foster, A., Cole, I., & Dowding, D. W. (2005). Using Social Judgement Theory to Model Nurses’ Use of Clinical Information in Critical Care Education. Nurse Education Today, 25(1), 68-77.
Weaver, D. T., & Oliver, M. B. (2000, June). Television Programs and Advertising: Measuring the Effectiveness of Product Placement within Seinfeld. In Mass Communication Division at the 50th annual conference of the International Communication Association (ICA), Acapulco, Mexico.
Wegener, D. T., & Petty, R. E. (1995). Flexible Correction Processes in Social Judgment: The Role of Naive Theories in Corrections for Perceived Bias. Journal of Personality and Social Psychology, 68, 36-51.
Weinfurt, K. P., Friedman, J. Y., Dinan, M. A., Allsbrook, J. S., Hall, M. A., Dhillon, J. K., & Sugarman, J. (2006). Disclosing conflicts of interest in clinical research: views of institutional review boards, conflict of interest committees, and investigators. The Journal of Law, Medicine & Ethics, 34(3), 581-591.
Wright, J. (2006). Blog marketing：The Revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional Results. Burr Ridge: Mcgraw-Hill.
Yang, M., & Roskos‐Ewoldsen, D. R. (2007). The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand‐Choice Behavior. Journal of Communication, 57(3), 469-489.
〈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/		zh_TW