| Summary: | 碩士 === 南台科技大學 === 資訊管理系 === 99 === Since the electronic commerce has incessantly developed, Otaku Economy becomes the most popular topic nowadays. Before they shop on the Internet, people do not just collect information on Google; in addition, they read blogs. Therefore, blogs have become one of the important references for people. Based on the influence of self-reference articles of blogs upon commercial effects, this research, through experiment, means to explore the intensity of the argument quality of blogs and the modulative effect of the objective attitude in them. The experiment is divided into four groups including analytical self-referencing, narrative self-referencing, strong argument quality, and weak argument quality and then is studied through imitative scenarios. According to the result of the study based on the analysis of 2-way ANOVA, the self-reference categories, the argument quality, and the attitude in blogs have a distinctly modulative effect on commercials. Specifically speaking, analytical self-referencing articles of blogs, which contain a higher argument quality, are able to interfere with commercial effects. Therefore, this research can offer adoptable marketing strategies to bloggers and companies that intend to apply blog marketing in the future.
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