The factor of trust in blog marketing

• Main Authors: Shih-Ju Huang, 黃世儒
• Other Authors: Shau-Mei Li
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/06148729782059055843

碩士 === 國立中央大學 === 資訊管理研究所 === 96 === 　　Nowadays blog marketing has newly developed as a marketing model. Due to absence of trust and tediousness of marketing cliches, consumers are reluctant to all kind of official marketing campaigns. Thus blog has become a brand new marketing channel. As an informal direct contact toward consumers'' stomach, blog marketing is a kind of "trust marketing" from soul to soul. 　　The study has adapted the model of Jarvenpaa & Tractinsky’s (2000) regarding to the trust in online store. In addition, according to Hassanein & Head’s (2007) and Kuan & Bock’s (2007) research, this research also discussed the effect of reputation, social presence, and word of mouth toward trust in blog marketing. 　　This research has aimed the customers who have known and visited the PlaiN’s Blog. The research adopted Internet as a media for questionnaire survey. Total 235 questionnaires were collected, and among them, 205 are valid. A statistical analysis was done using the Structural Equation Model (SEM) of SPSS and AMOS. The results obtained from correlative statistical analysis and model verification are summarized as follows: 　　The result has demonstrated well reliability and validity, and all six hypotheses are significant. Reputation, social presence, and word-of-mouth have positive and significant influence on trust. Trust has a positive and significant influence on reducing perceived risk and enhancing attitude. Reducing of perceived risk has a positive and significant influence on attitude.