A Study of the Effects of Blog Type and Social Presence on Delicacy Blog Viewers

• Main Authors: Chen, Meng-Hui, 陳孟慧
• Other Authors: Peng, Kuo-Fang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74883169831539435774

碩士 === 國立勤益科技大學 === 流通管理系 === 99 === In recent years, blog marketing has become one of the important issues in e-commerce management research. In this study, a 3x2x2 randomized block design LAB experiment was conducted to examine the main effects of blog type and social presence and their moderated relationships on delicacy blog viewers. After collecting 255 randomly assigned empirical observations that participated in this experiment, a series of analysis were performed to secure manipulation and instrument validity and to test the proposed relationships. The result of ANOVA testing reveals that: (1) blog type has significant effects upon blog viewers' blog loyalty , marketing message recall, blog viewers' trust toward blog, restaurant attitude; (2) social presence has significant positive effects upon blog viewers' blog loyalty, blog viewers' trust toward blog, restaurant attitude, and purchase intention; (3) there is no strongly significant support for the interaction effect among manipulated or blocked variables. We suggest delicacy practitioners to set up their formal business Blog with high social presence context and photos as the communication channel with their prospect customers. Implications of this study are finally discussed.