The study of blog readers’ trust and trust related behaviors

• Main Authors: Wen-jiun Lin, 林雯君
• Other Authors: Fen-hui Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/ux8hh9

碩士 === 國立中山大學 === 傳播管理研究所 === 96 === Since Jorn Barger advanced the new noun, weblog, in 1997, until now blog has become one of necessary web services for almost everyone besides email. Friendly interface increases personal channel. And also, blog readers’ trust information in blogs. They believe content in blogs is more useful than traditional mass media. Such trust has important impact not only on traditional mass media, but also on individuals, politics, business, society and so on. However, the appearance of fake blogs has challenged readers’ trust toward blogs, thus shows the importance of trust in this wave and becomes one of the issues which can not be ignored. This study attempts to realize the relation between readers’ trust and their trust related behaviors, trust constructors, and observe the moderating role of blog categories in this relationship. According to the result of literature review, this study takes “competence”, “integrity”, “benevolence”, and “familiarity” as for major constructors of trust, and develops questionnaire from readers’ angle. Quantity research method was used by distributing online questionnaire to observe whether readers have such personal behaviors as “information dependence”, “follow advice”, and “recommendation”. This study discovered that trust does have obvious impact on readers’ trust related behaviors. Nevertheless, exclude integrity doesn’t have significant impact on readers’ recommendation behavior, the other constructors all have different importance in different blog categories. Competence is the most important constructor, but its influence is smaller than the negative impact of benevolence in master blog type. Benevolence has significant negative impact, especially in blogs which evaluate personal style. The impact of familiarity on readers to recommend others is greater than on readers’ personal behaviors, but its impact on readers’ personal behavior does not reach significant standard in information sharing blog type.