Reading Motivation, Experience and Post-reading Activities of 3C Product Unboxing Articles: An Exploratory Study

• Main Authors: Yu-Min, Lin, 林昱旻
• Other Authors: Kong-Fah Cheng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/18458525408461154715

碩士 === 國立中正大學 === 行銷管理研究所 === 101 === Due to the rapid evolvement of internet environment, share within the social community is become popular. On the other hand, with the diversification of the 3C product, the “Unboxing” articles are become more mature. Therefore, there are many people live by posting the unboxing articles on their blog. There are 10 samples in this study. By conducting individual depth interviews, the researcher trying to figure out the motivation, experience, and post-reading behavior while reading the Unboxing articles. Besides, the effect of the unboxing articles written in different genres are included in this study. In addition, most of the unboxing articles are posted on the technology forum, personal website or blog in Taiwan, and these may bring different feelings to readers. Result shows that: (1) The demands from individual, family, or friends and media influence are all the motivation that people read unboxing articles. (2) People read the unboxing articles before purchasing is to reduce the risk, and read after buying is to solve the problem. (3) Consumer are easily to ignore the author’s name while read unboxing articles. (4) People like the unboxing articles with neutral wording, and the proportion of photos should be higher than words. (5) The intention of replying the article will be higher after the reader gets the product. (6) The genre of the unboxing articles does effect on readers’ purchase and re-visit intention. (7) The unboxing article with opposite argument against readers’ intention will not influence on their purchase and website re-visit intention.