A Study on the Influence of Consumer Purchase Decisions in Blog Word-of-Mouth

• Main Authors: CHIU YU-PING, 邱于平
• Other Authors: YANG MEI-HSUEH
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/vn6nc3

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 97 === The development and progress of Internet technology has changed the ways of communication, and those ways have also become the main source of interpersonal communication and information. As a matter of fact, the spread of word-of-mouth has changed from face-to-face to blogosphere. More and more people use blog word-of-mouth to transmit and search the related information and their using experience of products. This study uses two methods to comprehend this issue, first of all, we use content analyze approach to realize the statement of message of blog word-of-mouth. Then, the study use online questionnaire investigation to discuss the influence of consumers’ purchase decision towards message appeals and message framing in blog word-of-mouth. This research has the following conclusions. First, we found that there has positive effect to use rational appeal to state the message about movies and digital products. Emotional appeal has more impact to tourism and food reports. In addition, both rational and emotional appeals have positive effect to the categories of fashion, cosmetic, pet supplies, and books. Second, positive framing has positive effect to the categories of movies, and cosmetic. Negative framing has positive effect to the categories of pet supplies and digital products. And the categories of tourism, food reports, fashion, and books have more positive effect in both positive and negative framing.