| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 97 === The Blog is an emerging marketing tool. The Blog can communicate the information of education and marketing with large diffusion range. And the bloggers can aim at their potential customers and understand blog users’ responses and attitude to their articles.
The targets of this study are the financial blog users who search for the financial information frequently. And find the relationship between intentions of purchase and impact factors of Blog characteristics, source credibility, brand attitude, and advertising attitude.
This study uses the multiple regression analysis to analyze the hypotheses of this study. And the results as below：
(1) The relationship between reliability, specialty, and attractiveness of source credibility and brand attitude is positive.
(2) The relationship between mutual exchange ability and information content of Blog characteristics and information attitude are positive.
(3) The brand attitude and information attitude can affect the intention of purchase.
The banks and other financial companies maybe can base on the result of this study to found blogs. Communicate their information to potential customers by these blogs, and affect potential customers’ decision.
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