業配文不皆是毒藥:部落客自我揭露的權變效果

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研究生：	江書慧 Jiang, Shu Hui
論文名稱：	業配文不皆是毒藥:部落客自我揭露的權變效果 Sponsored article is not always a poison: The contingent effects of blogger’s self-disclosure
指導教授：	嚴秀茹 Yen, Hsiu Ju
口試委員:	許裴舫 Hsu, Pei Fang 王貞雅 Wang, Chen Ya
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 服務科學研究所 Institute of Service Science
論文出版年：	2016
畢業學年度：	104
語文別：	中文
論文頁數：	56
中文關鍵詞：	部落格行銷、解釋水平、專業、信任
外文關鍵詞：	Blog marketing, Construal level, Expertise, Trustworthiness
相關次數：	點閱：108 下載：0
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在網際網路興盛的時代，部落格行銷為企業建立顧客關係方法之一。隨著網路的便利性趨升，線上部落格文章不勝枚舉，其中企業與部落客合作的廣告文章比例也越來越高。在法令的規定下，任何屬於商業行為之文章皆須明確揭露，在非得要揭露商業行為的情況下本研究試圖探討以下研究問題：(1)了解揭露位置（置於前/置於後）是否會影響閱聽者的品牌態度、廣告認定、部落客信任。(2)探究揭露位置所造成的影響是否可受到部落客專業度、閱聽者自身之解釋水平程度來調節。(3)探討閱聽者之廣告認定、部落客信任是否會影響品牌態度。本研究透過網路隨機發放問卷調查，有效樣本共計371份。研究結果顯示，揭露位置與部落客專業度對於品牌態度存在調節作用，愈專業之部落客應將揭露語句放置在文末將可得到較佳的品牌態度；揭露位置與專業度對於部落客信任存在調節作用，廠商在挑選合作夥伴時應將部落客專業度納入考量；揭露位置對於廣告認定存在顯著影響力，將揭露訊息置於文章前端確實會讓閱聽者更容易辨認出廣告屬性；最後，本研究研究結果顯示閱聽者對於部落客之信任會顯著影響到閱聽者的品牌態度，且部落客信任對於品牌態度之間是正向相關性，故本研究建議企業應與具有信任感的部落客合作，以求得閱聽者對企業有較佳的品牌態度。

Nowadays, more and more firms employ blog marketing as the CRM strategy. The proportion of the sponsored content on the blog is increasing. In order to protect consumer rights, the government requires bloggers to disclose the sponsor relationship in the articles. Under this situation, we try to investigate the following questions. (1)Whether the disclosure place of sponsored content would influence consumers’ brand attitudes, advertising recognition and trustworthiness? (2)Whether the influence of disclosure would be moderated by bloggers’ expertise and readers’ construal level? (3)Whether the advertising recognition and trustworthiness effect the brand attitude? To address these issues, this study surveyed 371 samples. The result shows that the bloggers’ expertise moderates the relation between disclosure place and brand attitude, however, construal level does not. Further, the bloggers’ expertise moderates the relation between disclosure place and trustworthiness, but construal level does not. Lastly, there is significant effect of the disclosure place on advertising recognition and trustworthiness has significant effect on brand attitude, however, the advertising recognition dose not.

一、    緒論    1
1-1    研究背景與動機    1
1-2    研究目的與問題    2
二、    文獻探討    3
2-1 隱蔽式行銷(Covert marketing)    3
2-1-1 贊助式文章    3
2-1-2 揭露位置    5
2-2 解釋水平 (Construal-Level)    6
2-3 部落客的專業度    7
2-4 廣告認定與品牌產品態度    8
三、    研究架構與假設推導    10
3-1 研究架構    10
3-2 揭露位置對於品牌態度    10
3-2-1 解釋水平對於品牌態度之調節作用    11
3-2-2 部落客專業度對於品牌態度之調節作用    12
3-3 揭露位置對於廣告認定    13
3-3-1解釋水平對於廣告認定之調節作用    13
3-3-2部落客專業度對於廣告認定之調節作用    14
3-4 揭露位置對於信任    14
3-4-1解釋水平對於部落客信任之調節作用    15
3-4-2 部落客專業度對於部落客信任之調節作用    15
3-5 廣告認定對於消費者品牌態度之影響    16
3-6 部落客信任對於品牌態度的影響    16
四、    研究方法    17
4-1 研究概況    17
4-2 實驗一
    18
4-2-1 研究過程與研究設計    18
4-3 實驗二    19
4-3-1 實驗二流程與設計    19
4-3-2 前測    21
五、    分析與結果    21
5-1 統計分析工具    21
5-2 實驗一    22
5-2-1 實驗一敘述性統計量分析    22
5-2-2實驗一操弄檢測    23
5-2-3 實驗一信度分析    24
5-3 實驗一假說檢定    25
5-3-1揭露位置對於品牌態度的影響    25
5-4 實驗二    25
5-4-1實驗二敘述性統計量分析    25
5-4-2 實驗二操弄檢測    27
5-4-3 實驗二相關性分析    28
5-4-4 實驗二信度分析    29
5-5 實驗二假說檢定    29
5-5-1解釋水平與專業度對於品牌態度之調節作用    29
5-5-2 揭露位置對於廣告認定之影響    31
5-5-3 解釋水平與專業度對於廣告認定之調節作用    31
5-5-4 揭露位置對於信任之影響    32
5-5-5 解釋水平與專業度對於信任之調節作用    32
5-5-6 廣告認定對於品牌態度之影響    33
5-5-7信任對於品牌態度之影響    33
六、    結論與建議    36
6-1 研究結論    36
6-1-1 揭露位置對於品牌態度之影響    36
6-1-2 揭露位置與解釋水平對於品牌態度之影響    36
6-1-3揭露位置與部落客專業度對於品牌態度之影響    38
6-1-4 揭露位置對於廣告認定之影響    39
6-1-5揭露位置與解釋水平對於廣告認定之影響    39
6-1-6揭露位置與部落客專業度對於廣告認定之影響    40
6-1-7揭露位置對於信任之影響    40
6-1-8解釋水平在揭露位置對於信任之影響    40
6-1-9部落客專業度在揭露位置對於信任之影響    41
6-1-10廣告認定對於品牌態度    42
6-1-11部落客信任對於品牌態度    42
6-2 學術貢獻    42
6-3 實務貢獻    43
6-4 限制與未來建議    43
6-4-1 研究範圍限制與建議    43
6-4-2 問卷衡量限制與建議    44
6-4-3 問卷設計限制與建議    44
6-4-4「部落客專業度」研究限制與建議    45
6-4-5 真實的操弄環境    45
參考文獻    47
附錄    53
附錄一、情境故事（解釋水平）    53
附錄二、情境故事（部落客專業度）    54
附錄三、解釋水平前測問項    55




                                

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