The blog of Beauty blogger, whose expertise, lure and relationship have influence attitude of products by surfers - as media with confident messages

• Main Authors: Chia-Yu Chang, 張家瑜
• Other Authors: Jung-Wen Hsia
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/60397914711979332210

碩士 === 中華大學 === 企業管理學系碩士班 === 98 === With the development of the Internet, consumers can get more messages in many forums, message boards, blogs ..., plus blog is a new media now, moreover it creates more popular bloggers, who make consumers depend on their sharing messages, then the message is also shared by bloggers, which promote willing shopping build positive attitude about product. With bloggers enlarge their territories, consumers how to choose trustworthy blogs is an important issue. The people of this study have watched and surfed Beauty blogs and products in the beauty blogs.This study aim at investigate the professional, reliable, and attractive could influence trust and products who recommend between consumers and blogers further. This study through 200 online questionnaires issued. The part of this model, which hypothesis by Structural Equation Modeling as follows: 1. Specialty of Bloggers has a positive effect on the message trust. 2. It has a positive effect on the message trust by lure of bloggers. 3. it’s no significant relationship between Bloggers and surfers 4. The message will affect the attitude of product by surfing.