| Summary: | 碩士 === 德明財經科技大學 === 服務業經營管理研究所 === 99 === Currently on the Internet, it is prevailed that many businesses have all kinds of online platforms for the members to interact and communicate the product information and word of mouth. This is to open up broader markets and compensate the shortcomings of one-way marketing on the official website. This article used blogs as the research platforms and the Netnography investigating method to study the influences of trial review have on the communications of online communities. The result found out that the characteristic of the blogs, the reply attitude of the bloggers, the description ways of the trial article, group responses, and the response patterns will affect the communication ways of the online communities. These results can assist publishers or related businesses deeply understand the information of the communication of online communities as well as are the references when making the strategies for the books or the products.
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