A study of factors influencing the opinion adoption of blog readers.

• Main Authors: Yu-Ping Su, 蘇育平
• Other Authors: 卓信佑
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/d8rn6e

碩士 === 國立中興大學 === 行銷學系所 === 101 === The purpose of this study was to explore the transitive causal relationship between bloggers’ personality, their credibility and the opinion adoption by their blog readers. Three samples respectively consisted of 101, 111, and 96 readers of the selected fashion, gourmet, and travel blogs were obtained through a snowball sampling procedure via Facebook. Quantitative data were collected through an online survey with structured questionnaires posted at the website of PPT. Multiple regression was performed to analyze the data. The results show that a gourmet blogger’s attractiveness, trustworthiness, and expertise mediate the relationship between blogger’s conscientiousness and reader’s adoption of recommended restaurants. A travel blogger’s trustworthiness and expertise mediate the relationship between blogger’s conscientiousness and blog reader’s adoption of the blog. Based on the results, academic implications and managerial applications are further discussed.