The Impact of Information Searching from bloggers on Information Acquisition - with Consumer Self-Confidence as Moderating Variable

• Main Authors: CHEN, JIN-YI, 陳瑾儀
• Other Authors: HSIEH, WEN-CHUEH
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/25j8sm

碩士 === 東吳大學 === 國際經營與貿易學系 === 105 === 　　The information users usually filter out the information by evaluation, and then save and acquire information for future use. In the past, people use the media such as newspaper, magazine, television, and broadcast as information sources. They also ask the salespersons for opinions. With the popularization of the internet, people use electronic equipment to acquire information more efficiently via such media as a Blog, Search Engine, and YouTube. 　　This research applied the concept of information searching to the era that people have become more dependent on the Internet, classified the bloggers’ information sources, and used consumer self-confidence as moderating variable to explore the effect of information acquisition. The researcher collected the structured questionnaires from respondents between the ages of 18-30. 235 effective questionnaires were collected and analyzed with t-test and ANOVA. 　　The result shows that respondents’ acquisition effect of the famous blogger information is better than from unknown blogger. The moderating variable, consumer self-confidence, makes no intervening effect. This research suggests firms should cooperate with famous bloggers that could be recognized by the firms’ target customers. The bloggers write articles for firms on a regular basis, share their experience, and respond to questions to operate the target market for the firms. Moreover, they can increase exposure of the information with other social media. The firms might also cultivate their own community editor, funnily interactive with the customers to increase their brand loyalty and create the value of information to maximum.