| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 100 === With rapid development of blog, the delivery of electronic word-of-mouth has become two-way communication. The previous research found that personal home page has been replaced with blog. Nowadays, electronic word-of-mouth has been an open space which everyone can express what they think. This paper use quality research method to discuss how the delivery of electronic word-of-mouth of food blog influences the blog users. In the research, we used snow ball sampling to proceed the study through interviewing a food blogger and asked him/her to introduce others to participate in the research. The result shows that the blogger’s reputation is influential. In this paper, all of the food bloggers had the experiences of attending government promotion activities or media interview. Furthermore, other facts also can affect the acceptors’ trust, including the frequency of updating, the number of article, the accumulation of experiences or the bloggers who are the participants’ friends. However, publishing too much article about advertising will decrease people’s trust. Although the placement marketing is flooding now and, bloggers should share their own experiences to others instead of writing too much advertising article.
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