Analyzing the Relationship between Commercial Blog’s Source Credibility and Customer Loyalty－The Moderating Effect of Personal Brand

• Main Authors: Ai-Lin Tsai, 蔡艾霖
• Other Authors: Hsiao-Chi Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/6m3rd7

碩士 === 中原大學 === 企業管理研究所 === 104 === The development of the Internet has made blog a leading force in the new social media. Blog developed new commercial marketing models which is an important marketing tool by enterprises. Lots of bloggers have created considerable commercial values and established their own brands. This paper was to explore the relevance of commercial blog source credibility and customer loyalty. Then the different blog categories to explore the relevance of their differences, and personal brand as interference variable. This paper focused on beauty makeup, food, and travel blogs by narrowing the research scope and selected the users aged between 15 and 34 that browse blog in everyday life as research objects. It adopted questionnaire method for non-parametric convenience sampling, and conducted sample descriptive statistic analysis, reliability analysis, Pearson’s product-moment correlation, independent sample T test, and regression analysis for research hypothesis verification. The research found indicate that commercial blog source credibility investigated the effects of the on customer loyalty, disturbance variable personal brand does not have disturbing effect on the correlation between commercial blog source credibility and customer loyalty. In addition, different blog types were compared by classification in this study. It’s hoped that the verified results of this study will be helpful for those interested to engage in blog marketing in the practice field in the future or the bloggers who need to make blog operating strategies.