Investigating the Antecedents and Consequences of Blog Readers’ Trust

• Main Authors: LIN, YEN-CHUN, 林彥均
• Other Authors: HSU, CHIU-PING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71695959832742813177

碩士 === 中華大學 === 企業管理學系 === 104 === The use of blog became flourish on global social media in recent years. For the blogs economy, many researchers have suggested that we should focus on bloggers who can create more profit. So blogger is an important factor in our research. Many bloggers coexist in real and virtual world. They become famous bloggers by unique self-style, high quality articles and useful communication with readers. So bloggers influence not only be bound in internet but also in real world. Furthermore, they have created multivariate business value. Self-disclosure is the common technique for bloggers when there are managing their blog. In addition to self-disclosure, reader involvement and interaction between both might also effect the sensation for blog. Therefore, in this thesis we set interaction between bloggers and readers, self-disclosure and reader involvement as variables to realize that readers trust whether or not. In this thesis, we suggest that it is helpful to set up loyal and praise when the trust between bloggers and readers has been established. This phenomenon lead to better subjective evaluation and impulse buying for goods which is recommended. In this thesis, we use questionnaires as our method to study on the readers who has browsed makeups related blogs. There are 424 questionnaires which are effective. SPSS software is used to exam our hypothesis and model. As result, all of them are confirmed and supported. We have presented some pragmatic suggestions for subjective evaluation and impulse buying in makeups related blogs and readers.