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題名 | 影響團購部落格網友購買意願因素之跨層次研究--以主購者特性與商品品牌形象為調解變數=A Cross Level Research of the Factors on the Purchase Intention of Blog Netizens--Characteristics of Initiators and Brand Image as Moderating Variables |
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作者 | 林妙雀; 溫福星; 商懿勻; | 書刊名 | 資訊管理學報 |
卷期 | 18:4 2011.10[民100.10] |
頁次 | 頁21-42 |
分類號 | 496.34 |
關鍵詞 | 網友涉入度; 互動; 信任; 主購者吸引力; 品牌形象; Involvement; Interaction; Trust; Initiator's attractiveness; Brand image; |
語文 | 中文(Chinese) |
中文摘要 | 在快速崛起的部落格行銷服務中,結合經營部落格之主購者與網友端,共同進行採 購議價的團購行為,增強買方的議價能力,讓共同採購之網友買到價廉物美的商品,儼 然已成為新興且流行的網路購買模式。回顧過去部落格之文獻,只偏重單一網友端或部 落格經營者之研究,本研究為一窺部落格主購者與網友端兩個層次之決策行為全貌,採 用階層線性模式(HLM),一方面探討網友涉入度、網友和部落格的互動、網友對主 購者的信任及網友購買意願之關連性;另一方面分析主購者吸引力及團購商品品牌形 象,對於主購者信任與網友購買意願之調節效果。本研究結果顯示網友對團購的涉入度 越高、網友與部落格的互動越高,對於主購者的信任度越高,進而提升購買意願。同時 主購者愈具吸引力,以及團購商品之品牌形象愈佳,對於主購者信任與網友購買意願之 間,具有正向的調節效果。 |
英文摘要 | The emerging blog marketing links up the initiators and netizens to negotiate prices. The group purchasing system increases procurement negotiation ability of the netizens’ and it has become an oncoming online shopping model. As previous studies focus on either netizens side or initiators side, the study adopts HLM to link up the initiators and netizens to study their decision-making behaviors. The study not only examines the relations among involvement, interaction, trust and purchase intention, but also analyzes the moderating effect of initiator’s attractiveness and brand image on the relation between trust and purchase intention. The results reveal that the higher involvement and interaction, the higher trust that initiators have, thus the purchase intention would be increased. Furthermore, more attractiveness and better brand image have positive moderating effect on the relations between trust and purchase intention. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。