| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 99 === In 2009 the US Federal Trade Commission (FTC) revises “the advertisement recommendation and the appraisal use management guide”, stipulated that if the blogger get reward or similar reward to write the testimony article, then essential exposes between them and advertising agent's relations, if has not exposed legally, highest may punish 11,000 dollars! In addition, in 2010 the Consumers’Foundation, Chinese Taipei (CFCT) also solemn state bloggers to recommend, will be “recommends the card type advertisement”. The above two actions are all to suppress recent years blog recommendation article advertisement.
Under the government units pay attention, has had one new marketing technique, is also the sponsored recommendations activity. sponsored recommendations use fuzzily disclosing way, on the one hand in accordance to government's involvement; On the other hand maintain recommendations to net friend's influence. But such new technique saw not much in the past domestic and foreign research, therefore this research sponsored recommendations will be a main axle, how did the discussion sponsored recommendations is form as well as it contains which elements; Moreover we will from consumer’s angle further discuss what kind of characteristics will affect the attitude of onlooking sponsored recommendations; In addition, to test the sponsored recommendations marketing effect this research use the purchase intention to discuss between both relations again.
The researchers selected "product involvement", "online shopping experience" and "gender" as a consumer feature, combined with 2x2 experiment to study the attitude toward sponsored recommendations, which the online shopping experience as covariates to of it. This study used 2-way ANCOVA to analyze the response characteristics of the consumer, and used regression models to explore the purchase intention. The results of this study are as follows: First, the product involvement affects attitude toward sponsored recommendations. Second, the online shopping experience partial affects attitude toward sponsored recommendations. Third, gender does not affect the attitude toward sponsored recommendations. Final, the attitude toward sponsored recommendations positively affects purchase intention.
This research is a preliminary to study sponsored recommendations; First, lets the reader to understand elements and scope of the sponsored; Second, form consumer’s viewpoint to explore between each other's influence relations; Finally, gives the practice marketing mean and points out this research the limit and further research way.
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