| Summary: | 碩士 === 銘傳大學 === 企業管理學系 === 106 === With the raise of the new market in Asia, the industry of KOL(Key Opinion Leader) is expanding. Bloggers have become a new career and have developed into many different types. It is seen as one of the most important element in economic development in Taiwan. The theories related to blogger has been paid more and more attention in academic field. Many manufacturers and entrepreneur regard the cooperation with bloggers as a marketing strategy. With the influence of opinion leaders and communication methods closer to consumers, they can establish relationships with consumers and increase the level of trust and reach the goal of product sales. In the past, relevant literature clarified that the degree of commercialization of bloggers and good relationship quality helped increase consumer word-of-mouth and purchase intentions, but they didn’t pay attention to exploring the interactive relationship with consumers and bloggers' unethical behavior. However, the relationship between bloggers and consumers is a key to promote products, and how consumers feel about bloggers will also influence whether consumers will deliver negative word-of-mouth or not. In order to make up for the research gaps, this study is based on negative emotions and trust theory. It explores the impact of the unethical behavior of bloggers on consumers' negative emotions, trust, and negative word of mouth, and uses consumer's admiration as an adjustment variable.
This study was conducted on the basis of questionnaires and collected information. It began on March 15, 2018 and ended on April 30, 2018. This questionnaire uses an online questionnaire. The survey targets consumers who are concerned about bloggers' information. Invites consumers who browse bloggers to publish information at ordinary times, and collects questionnaires using a convenient sampling method. There are 346 samples were collected, and 301 valid questionnaires were used, and the research hypotheses were tested using Smart PLS2.0 and SPSS 22.0. Finally, the results of this study found that: (1) The unethical behavior of bloggers (hidden information, information imitation) significantly affects negative emotions and trust; (2) Consumers' negative emotions and trust in bloggers have a significant impact on negative word-of-mouth and mediating effects.
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