| Summary: | 碩士 === 東海大學 === 國際經營與貿易學系 === 103 === With the popularity of internet, more and more people are used to search for information from blogs before purchase. Therefore, venders begin to compensate bloggers to recommend its service and or product. As a result, many bloggers earn money by writing sponsored recommendation posts. Under such circumstances, do blog readers still believe what bloggers say? Based on related researches in the literature, this study analyzes blog readers’ purchase intention, using blog’s reputation, narrative structure, information quality and interactivity as factors whether these factors affect mediating variables (trust, attitude) and further affect the purchase intention. This study also analyzes the exogenous variables (perceived value and group norm) whether affect attitude or not.
This research adopted the virtual community websites and paper as channels for a questionnaire survey focusing on users who have visited blogs. With 390 valid samples of questionnaires returned, the data analysis was conducted by using the SPSS and AMOS statistical program. The results show that blog’s reputation, narrative structure and interactivity have no positive impact on trust. However, information quality has positive impacts. Furthermore, the results also show that trust has impact on attitude, and then attitude has impact on purchase intention. Also, perceived value and group norm have positive impacts on attitude. Finally, the findings not only provide implicit business managerial guidance for bloggers, but also suggest ways for them to keep the blog readers following its blog.
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