| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 97 === As blogs prosperously develop recently, many companies chose blog as a marketing tool. If bloggers well manage their blogs and get popular, they would attract some sponsors and bonus from companies. Meanwhile, these companies could also achieve their commercial purposes. Consequently, blog marketing has become a fad of electronic commerce. Bloggers tried to increase their influences by disclosing their experiences (both product evaluation and social) and accumulating their click through rate (CTR). This way, blog browsers would shape their trust on the bloggers and form their attitude toward the products and the response intention toward the blogs.
Previous studies on self-disclosure seldom focused on marketing. Furthermore, the effects of self-disclosure and popularity of the blogs were never been discussed. For these reasons, this study tried to further research on these issues and expected to make some contributions to the academic field. Finally, this study would also make some suggestions to the bloggers and the companies which used electronic commerce 2.0 as their marketing tool.
This study used questionnaires to survey and took 7 food articles on blogs as examples. The quantity of the effective samples is 308 and LISEREL was used as the tool to analyze the model. The results showed that the goodness of fit was good (NFI= 0.94、NNFI= 0.95、CFI=0.96、GFI=0.85、AGFI=0.81、RMSEA=0.078). The results also showed that self-disclosure (product evaluation / social) of the bloggers would have positive effects on the blog browsers’ trust. However, popularity had no significant effect on trust (both cognitive and affective).
Moreover, cognitive trust would have positive effect on affective trust and then aroused positive product attitude and response intention.
The results suggest that bloggers and new entries could emphasize on enriching the blogs instead of increasing the articles and click through rate (CTR). Moreover, they could pay attention to professional and social self-disclosure messages in order to increase affective trust and response intention. Food service industries should make efforts on providing the best service, this way, customers may have the most completed introduction (product evaluation self-disclosure) and wholehearted recommendation in their blogs which will affect the product attitude of the blog browsers and the following consuming behavior.
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