The factor of trust in blog marketing
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 inform...
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ndltd-TW-096NCU053960362016-05-11T04:16:23Z http://ndltd.ncl.edu.tw/handle/06148729782059055843 The factor of trust in blog marketing 部落格行銷中的信任形成因素 Shih-Ju Huang 黃世儒 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. Shau-Mei Li 李小梅 2008 學位論文 ; thesis 104 zh-TW |
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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.
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Shau-Mei Li |
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Shau-Mei Li Shih-Ju Huang 黃世儒 |
author |
Shih-Ju Huang 黃世儒 |
spellingShingle |
Shih-Ju Huang 黃世儒 The factor of trust in blog marketing |
author_sort |
Shih-Ju Huang |
title |
The factor of trust in blog marketing |
title_short |
The factor of trust in blog marketing |
title_full |
The factor of trust in blog marketing |
title_fullStr |
The factor of trust in blog marketing |
title_full_unstemmed |
The factor of trust in blog marketing |
title_sort |
factor of trust in blog marketing |
publishDate |
2008 |
url |
http://ndltd.ncl.edu.tw/handle/06148729782059055843 |
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