“Do You Blog Today? ”: A Study on Information Searchers’ Trust and Stickiness for The Blog

• Main Authors: Shih-wei Chang, 張世緯
• Other Authors: Chia-hung Teng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/49096302409797038186

碩士 === 靜宜大學 === 國際企業學系研究所 === 96 === The study aimed to explore information searchers’ profession, bloggers’ characteristics and the strength of tie between information searchers and bloggers have positive effects to trust and stickiness for the blog. Moreover, it proposed to discuss searchers’ trust for the blog have positive effects to stickiness, product attitude and consumption willingness. Then, searchers’ stickiness for the blog have positive effects to loyalty. The data were gathered by questionnaires. Subjects were 354 information searchers from the blogs. The major findings were as follows: 1.There is a significant positive correlation between bloggers’ characteristics and information searchers’ trust for the blog. 2.There is a significant positive correlation between the strength of tie and information searchers’ trust for the blog. 3.There is a significant positive correlation between information searchers’ trust for the blog and product attitude. 4.There is a significant positive correlation between information searchers’ trust for the blog and consumption willingness. 5.There is a significant positive correlation between bloggers’ characteristics and information searchers’ stickiness for the blog. 6.There is a significant positive correlation between the strength of tie and information searchers’ stickiness for the blog. 7.There is a significant positive correlation between information searchers’ stickiness for the blog and loyalty. 8.There is a significant positive correlation between information searchers’ trust for the blog and information searchers’ stickiness for the blog.