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題名 部落客傳遞價值對社群意識與品牌購買意願之影響
The influence of blogger value on sense of community and brand purchase intention
作者 劉乃嘉
Liu, Nai Chia
貢獻者 洪順慶教授
劉乃嘉
Liu, Nai Chia
關鍵詞 部落客
社群意識
品牌購買意願
部落客口碑行銷
日期 2014
上傳時間 1-Jul-2015 17:23:08 (UTC+8)
摘要 Web 2.0的興起，使得過去由網站產生、發送內容給使用者的單向模式，轉變成為雙向互動的方式，並帶動許多內容網站的生成，其中一項便是部落格。部落格興起於1990年代，而台灣最具代表性的部落格服務提供商為2003年成立的無名小站，其部落格、相簿等功能捧紅不少素人、造就許多意見領袖，也帶動了商機。除了企業與廠商找部落客撰寫試用文，使部落客成為新興的口碑行銷媒介外，近年來也有些許部落客開創自有品牌，販售自己設計或與國內外廠商合作的服飾、鞋子、飾品等，吸引大批粉絲朝聖，也創造了不少話題。\n\n 本研究以深度訪談加上問卷調查的形式，針對定期瀏覽部落格的讀者進行一對一深度訪談，初步了解其對部落客自創品牌之看法，及影響其購買部落客品牌之產品的主要因素。彙整關鍵因素並參考相關文獻擬定問卷架構，透過量化數據分析，了解部落格讀者對部落客品牌之購買傾向，並就相關議題進行延伸、探討。研究結果顯示：(1) 部落客傳遞之價值對部落格讀者之部落客品牌購買意願有顯著的影響，(2) 社群意識對部落客傳遞之價值與部落客品牌購買意願並不具中介效果。
參考文獻 1.Alexander, B. (2006). Web 2.0: A new wave of innovation for teaching and learning? Educause Review, 41(2), 32.\n2.Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5 (3), 103–138.\n3.Barger, J. (1997). Weblog resources FAQ, Robot Wisdom Weblog. Retrieved from http://www. robotwisdom. com/weblogs.\n4.Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173-1182.\n5.Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior. Fort.\n6.Blanchard, A. L., & Markus, M. L. (2004). The experienced sense of a virtual community: characteristics and processes. ACM SIGMIS Database, 35 (1), 64-79.\n7.Blanchard, A. L. (2007). Developing a sense of virtual community measure. CyberPsychology & Behavior, 10 (6), 827-830.\n8.Blood, R. (2004). How blogging software reshapes the online community. Communications of the ACM, 47 (12), 53–55.\n9.Burns, E. (2008). Study: Blogs influence purchases more than social sites. Retrieved from http://www.clickz.com/3631303.\n10.Chen, C. Y., Chen, T. H., Chen, Y. H., Chen, C. L., & Yu S. E. (2013). The spatio-temporal distribution of different types of messages and personality traits affecting the eWOM of Facebook. Natural Hazards, 65 (3), 2077-2103.\n11.Chu, S. C., & Kamal, S. (2008). The effect of perceived blogger credibility and argument quality on message elaboration and brand attitudes: an exploratory study. Journal of Interactive Advertising, 8(2), 26-37.\n12.DeVellis, R. F. (1991). Scale development: Theory and applications sage. Newbury Park, CA.\n13.Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network and small-group-based virtual communities. International Journal of Research in Marketing, 21 (3), 241-263.\n14.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of Marketing Research, 28 (3), 307-319.\n15.Du, H. S., & Wagner, C. (2006). Weblog success: Exploring the role of technology. International Journal of Human-Computer Studies, 64 (9), 789-798.\n16.Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior (7thed.). Texas: Dryden Press.\n17.Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1995). Consumer behavior (8thed.). New York: Dryden Press.\n18.Fan, T. K., & Chang, C. H. (2011). Blogger-centric contextual advertising. Expert Systems with Applications, 38(3), 1777-1788.\n19.Gusfield, J. R. (1975). The community: A critical response. New York: Harper Colophon.\n20.Heller, K., Price, R.H., Reinharz, S., Riger, S., & Wandersman, A. (1984). Psychology and community change. Homewood, IL: Dorsey.\n21.Heller, K. (1989). Return to community, American Journal of Community Psychology, 17 ( 1), 1-15.\n22.Herring, S., Kouper, I., Paolillo, J., Scheidt, L., Tyworth, M., Welsch, P., Wright, E., & Yu, N. (2005). Conversations in the blogosphere: An analysis "from the bottom up". Proceedings of the 38th Annual Hawaii International Conference, 107b-107b.\n23.Hu, Y., Chen, H., Zhang, P., Li, M., Di, Z., & Fan, Y. (2008). Comparative definition of community and corresponding identifying algorithm, Physical Review E, 78 (2), 026121 (1-7).\n24.James, P. (2006). Globalism, nationalism, tribalism: Bringing theory back in. Pine Forge Press.\n25.Jansen, B.J., Zhang, M., Sobel, K & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60 (11), 2169-2188.\n26.Java, A., Song, X., Finin, T. & Tseng, B. (2009). Why we twitter: An analysis of a microblogging community. Lecture Notes in Computer Science, 5439, 118-138.\n27.Kelman, H.C. (1974). Further thoughts on the processes of compliance, identification, and internalization. Perspectives on Social Power.\n28.Kim, W. G., Lee, C., & Hiemstra, S. J. (2004). Effects of an online virtual community on customer loyalty and travel product purchases. Tourism Management, 25 ( 3), 343-355.\n29.Klein, B. (2002). When do users detect information quality problems on the World Wide Web?.\n30.Koh, J., & Kim, Y.G. (2003). Sense of virtual community: A conceptual framework and empirical validation. International Journal of Electronic Commerce, 8 (2), 75–93.\n31.Kotler, P. (1999). Kotler on marketing: How to create, win and dominate markets. N.Y.: The Free Press.\n32.Krishnamurthy, S. (2002). The multidimensionality of blog conversations: The virtual enactment. Internet Research, 3(0).\n33.Larry, S. (2001). How customer satisfaction improvement works to fuel business recovery at IBM. Journal of Organizational Excellence, 20 (2), 3-18.\n34.Li, Y. M., & Chen, C. W. (2009). A synthetical approach for blog recommendation: Combining trust, social relation, and semantic analysis. Expert Systems with Applications, 36 (3), 6536-6547.\n35.Marlow, C. (2004). Audience, structure and authority in the weblog community. International Communication Association Conference, 27, 1-9.\n36.McMillan, D. (1976). Sense of community: An attempt at definition. George Peabody College for Teachers.\n37.McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14 (1), 6-23. \n38.McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity, Journal of Advertising, 31 (3), 29-42.\n39.Merholz, P. (1999). It’s the links, stupid. The Economist.\n40.Milligan, A. (2009). Building a sports brand. Journal of Sponsorship, 2 (3), 231-240.\n41.Miura, A., & Yamashita, K. (2007). Psychological and social influences on blog writing: An online survey of blog authors in Japan. Journal of Computer‐Mediated Communication, 12 (4), 1452-1471.\n42.Obst, P., Zinkiewicz, L., & Smith, S. G. (2002). Sense of community in science fiction fandom, Part 2: Comparing neighborhood and interest group sense of community. Journal of Community Psychology, 30 (1), 105–117.\n43.Preece, J. (2001). On-line communities: Designing usability, supporting sociability. New York: Wiley.\n44.Rheingold, H. (1993). The virtual community: Homesteading on the Electronic Frontier. MIT press.\n45.Sarason, Seymour B. (1974). The psychological sense of community: Prospects for a community psychology. Jossey-Bass.\n46.Schiffman, L. G., and Kanuk, L. L. (2000). Consumer Behavior (7th Ed.). Upper Saddle River, NJ: Prentice Hall, Inc.\n47.Sergiovanni, T. J. (2000). The Lifeworld of Leadership: Creating Culture, Community, and Personal Meaning in Our Schools. The Jossey-Bass Education Series. Jossey-Bass Inc.\n48.Seo, J., & Croft, W. B. (2008). Blog site search using resource selection. Proceedings of the 17th ACM conference on Information and knowledge management, 1053-1062.\n49.Shirky, C. (2003). Power laws, weblogs, and inequality. Retrieved from http://www.shirky.com/writings/powerlaw_weblog.html.\n50.Tu, B. M., Wu, H. C., Hsieh, C. C. & Lin, J.Y. (2011). Applying the perspective of technology sensemaking to Plurk user behaviors: An exploratory study. Proceedings of the 44th Hawaii International Conference on System Sciences.\n51.Unger, D., & Wandesman, A. (1985). The importance of neighbors: The social, cognitive and affective components of neighboring, American Journal of Community Psychology, 13 (2), 139-170.\n52.Winer, D. (2002). The history of weblogs. Retrieved from http://newhome. weblogs. com/history-OfWeblogs.\n53.Xifra, J., & Huertas, A. (2008). Blogging PR: An exploratory analysis of public relations weblogs. Public Relations Review, 34 (3), 269-275.\n54.Zywica, J. & Danowski, J. (2008). The faces of Facebookers: Investigating social enhancement and social compensation hypotheses; Predicting Facebook and offline popularity from sociability and self-Esteem, and mapping the meanings of popularity with semantic networks. Journal of Computer-Mediated Communication, 14 (1), 1-34.\n55.江明修(1996)。社區意識與公民參與。教育研究雙周刊，51，41-52。\n56.梁仁弘與嚴楓琪(2005)。Blog架站秘笈。看圖學LifeType。台北市：網奕資訊。\n57.陳信宏與周樹林(2006)。Blog獲利方式與案例分析。MIC產業研究報告。\n58.劉楚慧(2007)。部落格使用行為分析。MIC產業研究報告。\n59.胡文凱(2008)。依附型態影響部落格自我揭露之研究。國立中山大學資訊管理研究所碩士論文，未出版，高雄市。
描述 碩士
國立政治大學
企業管理研究所
101355043
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1013550431
資料類型 thesis
dc.contributor.advisor 洪順慶教授zh_TW
dc.contributor.author (Authors) 劉乃嘉zh_TW
dc.contributor.author (Authors) Liu, Nai Chiaen_US
dc.creator (作者) 劉乃嘉zh_TW
dc.creator (作者) Liu, Nai Chiaen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Jul-2015 17:23:08 (UTC+8)-
dc.date.available 1-Jul-2015 17:23:08 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2015 17:23:08 (UTC+8)-
dc.identifier (Other Identifiers) G1013550431en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=85138-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 101355043zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) Web 2.0的興起，使得過去由網站產生、發送內容給使用者的單向模式，轉變成為雙向互動的方式，並帶動許多內容網站的生成，其中一項便是部落格。部落格興起於1990年代，而台灣最具代表性的部落格服務提供商為2003年成立的無名小站，其部落格、相簿等功能捧紅不少素人、造就許多意見領袖，也帶動了商機。除了企業與廠商找部落客撰寫試用文，使部落客成為新興的口碑行銷媒介外，近年來也有些許部落客開創自有品牌，販售自己設計或與國內外廠商合作的服飾、鞋子、飾品等，吸引大批粉絲朝聖，也創造了不少話題。\n\n 本研究以深度訪談加上問卷調查的形式，針對定期瀏覽部落格的讀者進行一對一深度訪談，初步了解其對部落客自創品牌之看法，及影響其購買部落客品牌之產品的主要因素。彙整關鍵因素並參考相關文獻擬定問卷架構，透過量化數據分析，了解部落格讀者對部落客品牌之購買傾向，並就相關議題進行延伸、探討。研究結果顯示：(1) 部落客傳遞之價值對部落格讀者之部落客品牌購買意願有顯著的影響，(2) 社群意識對部落客傳遞之價值與部落客品牌購買意願並不具中介效果。zh_TW
dc.description.tableofcontents 第一章 緒論 1\n第一節 研究動機與背景 1 \n第二節 研究目的 2\n第三節 研究流程 3\n第二章 文獻探討 5\n第一節 部落格 5\n第二節 社群意識 17\n第三節 部落客品牌 22\n第四節 購買意願 24\n第三章 研究方法 26\n第一節 研究架構與研究假說 26\n第二節 研究設計 28\n第三節 研究對象 35\n第四節 資料分析與統計方法 36\n第四章 研究結果 39\n第一節 深度訪談 39\n第二節 問卷分析 43\n第五章 結論與建議 66\n第一節 研究結論與發現 66\n第二節 行銷意涵與相關議題延伸 68\n第三節 研究限制與後續研究建議 71zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1013550431en_US
dc.subject (關鍵詞) 部落客zh_TW
dc.subject (關鍵詞) 社群意識zh_TW
dc.subject (關鍵詞) 品牌購買意願zh_TW
dc.subject (關鍵詞) 部落客口碑行銷zh_TW
dc.title (題名) 部落客傳遞價值對社群意識與品牌購買意願之影響zh_TW
dc.title (題名) The influence of blogger value on sense of community and brand purchase intentionen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1.Alexander, B. (2006). Web 2.0: A new wave of innovation for teaching and learning? Educause Review, 41(2), 32.\n2.Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5 (3), 103–138.\n3.Barger, J. (1997). Weblog resources FAQ, Robot Wisdom Weblog. Retrieved from http://www. robotwisdom. com/weblogs.\n4.Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173-1182.\n5.Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior. Fort.\n6.Blanchard, A. L., & Markus, M. L. (2004). The experienced sense of a virtual community: characteristics and processes. ACM SIGMIS Database, 35 (1), 64-79.\n7.Blanchard, A. L. (2007). Developing a sense of virtual community measure. CyberPsychology & Behavior, 10 (6), 827-830.\n8.Blood, R. (2004). How blogging software reshapes the online community. Communications of the ACM, 47 (12), 53–55.\n9.Burns, E. (2008). Study: Blogs influence purchases more than social sites. Retrieved from http://www.clickz.com/3631303.\n10.Chen, C. Y., Chen, T. H., Chen, Y. H., Chen, C. L., & Yu S. E. (2013). The spatio-temporal distribution of different types of messages and personality traits affecting the eWOM of Facebook. Natural Hazards, 65 (3), 2077-2103.\n11.Chu, S. C., & Kamal, S. (2008). The effect of perceived blogger credibility and argument quality on message elaboration and brand attitudes: an exploratory study. Journal of Interactive Advertising, 8(2), 26-37.\n12.DeVellis, R. F. (1991). Scale development: Theory and applications sage. Newbury Park, CA.\n13.Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network and small-group-based virtual communities. International Journal of Research in Marketing, 21 (3), 241-263.\n14.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of Marketing Research, 28 (3), 307-319.\n15.Du, H. S., & Wagner, C. (2006). Weblog success: Exploring the role of technology. International Journal of Human-Computer Studies, 64 (9), 789-798.\n16.Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior (7thed.). Texas: Dryden Press.\n17.Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1995). Consumer behavior (8thed.). New York: Dryden Press.\n18.Fan, T. K., & Chang, C. H. (2011). Blogger-centric contextual advertising. Expert Systems with Applications, 38(3), 1777-1788.\n19.Gusfield, J. R. (1975). The community: A critical response. New York: Harper Colophon.\n20.Heller, K., Price, R.H., Reinharz, S., Riger, S., & Wandersman, A. (1984). Psychology and community change. Homewood, IL: Dorsey.\n21.Heller, K. (1989). Return to community, American Journal of Community Psychology, 17 ( 1), 1-15.\n22.Herring, S., Kouper, I., Paolillo, J., Scheidt, L., Tyworth, M., Welsch, P., Wright, E., & Yu, N. (2005). Conversations in the blogosphere: An analysis "from the bottom up". Proceedings of the 38th Annual Hawaii International Conference, 107b-107b.\n23.Hu, Y., Chen, H., Zhang, P., Li, M., Di, Z., & Fan, Y. (2008). Comparative definition of community and corresponding identifying algorithm, Physical Review E, 78 (2), 026121 (1-7).\n24.James, P. (2006). Globalism, nationalism, tribalism: Bringing theory back in. Pine Forge Press.\n25.Jansen, B.J., Zhang, M., Sobel, K & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60 (11), 2169-2188.\n26.Java, A., Song, X., Finin, T. & Tseng, B. (2009). Why we twitter: An analysis of a microblogging community. Lecture Notes in Computer Science, 5439, 118-138.\n27.Kelman, H.C. (1974). Further thoughts on the processes of compliance, identification, and internalization. Perspectives on Social Power.\n28.Kim, W. G., Lee, C., & Hiemstra, S. J. (2004). Effects of an online virtual community on customer loyalty and travel product purchases. Tourism Management, 25 ( 3), 343-355.\n29.Klein, B. (2002). When do users detect information quality problems on the World Wide Web?.\n30.Koh, J., & Kim, Y.G. (2003). Sense of virtual community: A conceptual framework and empirical validation. International Journal of Electronic Commerce, 8 (2), 75–93.\n31.Kotler, P. (1999). Kotler on marketing: How to create, win and dominate markets. N.Y.: The Free Press.\n32.Krishnamurthy, S. (2002). The multidimensionality of blog conversations: The virtual enactment. Internet Research, 3(0).\n33.Larry, S. (2001). How customer satisfaction improvement works to fuel business recovery at IBM. Journal of Organizational Excellence, 20 (2), 3-18.\n34.Li, Y. M., & Chen, C. W. (2009). A synthetical approach for blog recommendation: Combining trust, social relation, and semantic analysis. Expert Systems with Applications, 36 (3), 6536-6547.\n35.Marlow, C. (2004). Audience, structure and authority in the weblog community. International Communication Association Conference, 27, 1-9.\n36.McMillan, D. (1976). Sense of community: An attempt at definition. George Peabody College for Teachers.\n37.McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14 (1), 6-23. \n38.McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity, Journal of Advertising, 31 (3), 29-42.\n39.Merholz, P. (1999). It’s the links, stupid. The Economist.\n40.Milligan, A. (2009). Building a sports brand. Journal of Sponsorship, 2 (3), 231-240.\n41.Miura, A., & Yamashita, K. (2007). Psychological and social influences on blog writing: An online survey of blog authors in Japan. Journal of Computer‐Mediated Communication, 12 (4), 1452-1471.\n42.Obst, P., Zinkiewicz, L., & Smith, S. G. (2002). Sense of community in science fiction fandom, Part 2: Comparing neighborhood and interest group sense of community. Journal of Community Psychology, 30 (1), 105–117.\n43.Preece, J. (2001). On-line communities: Designing usability, supporting sociability. New York: Wiley.\n44.Rheingold, H. (1993). The virtual community: Homesteading on the Electronic Frontier. MIT press.\n45.Sarason, Seymour B. (1974). The psychological sense of community: Prospects for a community psychology. Jossey-Bass.\n46.Schiffman, L. G., and Kanuk, L. L. (2000). Consumer Behavior (7th Ed.). Upper Saddle River, NJ: Prentice Hall, Inc.\n47.Sergiovanni, T. J. (2000). The Lifeworld of Leadership: Creating Culture, Community, and Personal Meaning in Our Schools. The Jossey-Bass Education Series. Jossey-Bass Inc.\n48.Seo, J., & Croft, W. B. (2008). Blog site search using resource selection. Proceedings of the 17th ACM conference on Information and knowledge management, 1053-1062.\n49.Shirky, C. (2003). Power laws, weblogs, and inequality. Retrieved from http://www.shirky.com/writings/powerlaw_weblog.html.\n50.Tu, B. M., Wu, H. C., Hsieh, C. C. & Lin, J.Y. (2011). Applying the perspective of technology sensemaking to Plurk user behaviors: An exploratory study. Proceedings of the 44th Hawaii International Conference on System Sciences.\n51.Unger, D., & Wandesman, A. (1985). The importance of neighbors: The social, cognitive and affective components of neighboring, American Journal of Community Psychology, 13 (2), 139-170.\n52.Winer, D. (2002). The history of weblogs. Retrieved from http://newhome. weblogs. com/history-OfWeblogs.\n53.Xifra, J., & Huertas, A. (2008). Blogging PR: An exploratory analysis of public relations weblogs. Public Relations Review, 34 (3), 269-275.\n54.Zywica, J. & Danowski, J. (2008). The faces of Facebookers: Investigating social enhancement and social compensation hypotheses; Predicting Facebook and offline popularity from sociability and self-Esteem, and mapping the meanings of popularity with semantic networks. Journal of Computer-Mediated Communication, 14 (1), 1-34.\n55.江明修(1996)。社區意識與公民參與。教育研究雙周刊，51，41-52。\n56.梁仁弘與嚴楓琪(2005)。Blog架站秘笈。看圖學LifeType。台北市：網奕資訊。\n57.陳信宏與周樹林(2006)。Blog獲利方式與案例分析。MIC產業研究報告。\n58.劉楚慧(2007)。部落格使用行為分析。MIC產業研究報告。\n59.胡文凱(2008)。依附型態影響部落格自我揭露之研究。國立中山大學資訊管理研究所碩士論文，未出版，高雄市。zh_TW