| Summary: | 碩士 === 南台科技大學 === 工業管理研究所 === 98 === Currently, blogging has become a very popular and fashionable activity; it is among the top search keywords on most portal sites. Due to simplicity and low cost, blog has gradually replaced website as an internet platform for personal and industrial images promotion and for business operation.
Based on literature reviews and sampling survey, this research summarizes six blog success factors: “Ease of use”, ”Interactivity”, ”Presentation”, “Connectivity”, “Professionalism”, “Security”, and studies their causal relationships with three aspects: “Marketing”, “Sales”, “CRM(Customer Relationship Management)” in business. The purpose is to identify critical blog success factors that affect the profitability of web business.
To collect data, questionnaires are randomly distributed to surfers from the top one hundred most visiting blogs. Structural Equation Modeling (SEM) is applied to identify the success factors and their relation to internet purchase intention, and at the same time, to evaluate the measurement and structural system of the research infrastructure. Via the summary of literatures and analysis of multiple responses, the acceptance of web business applications is investigated. Multiple-Group Analysis of SEM is adopted to study the differences among various BSPs (Blog Service Providers) and types of blog.
In conclusion, ”Interactivity”, “Connectivity”, “Professionalism”, “Security” of blog are influential factors to web business; one must emphasize these aspects before carrying a business out on blog. "Entity Auction Sales" and "Internet Marketing Advertisement" are two types of most acceptable internet business contents. Moreover, Multiple-Group Analysis establishes that the Wretch is the highest recognized platform for web business, and theme-type blog has more potential than diary-type blog to operate web business.
By means of the latent variable modeling, we assess the rationality of the cause-and-effect relation between variables. The aim is to learn the directions of managing blog business in an attempt to provide guidelines for BSPs, bloggers, and future researchers.
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