The Effects of bWOM on Brand Attitude and Consumers’ Purchasing Intention

[[abstract]]隨著網路的進步，口碑環境已從傳統面對面的口耳相傳擴展至近年來的多管道口碑，當然也包括網路上的電子口碑，而網路使用的擴張也進而擴大口碑的重要性。部落格（blog）則是近幾年來網路訊息溝通與發佈方面，最新且最快的傳播平台之一。因此，部落格的口碑在品牌態度的形成及消費者購買意圖的提升扮演著重要的角色。本研究透過其文章品質及回應數量來研究部落格口碑之說服效果。同時也運用了不同的部落客類型來解釋不同的訊息來源如何調節其部落格的特質（文章品質及回應數）、品牌態度及購買意圖之關係。此研究有三個主要的發現：一、部落格的文章品質對於品牌態度及消費者購買意圖具有正向的影響；二、部落格文章的回應數愈多，品牌態度及購買意圖皆會提升；三、一般消費者的部落客所撰寫之文章，會因其文章回應數之多寡而非文章品質來影響讀者的品牌態度及購買意圖；但專家部落客所撰寫的文章則因文章品質高低而影響而讀者的品牌態度及購買意圖較多。這些結果也提供了一些管理含意給行銷人員及企業實務，使其了解未來如何管理部落格口碑進而達到行銷效果。[[abstract]]As the Internet emerged the WOM environment is changing from traditional face to face to multi-channel WOM which includes Internet Also the growing presence of the Internet is expanding the availability and importance of WOM in the marketplace (Kwak et al 2001; Pitt et al 2002; Zinkhan et al 2003) Moreover Scott (2001) suggest that blogs are one of the latest and most quickly expanding forms of communication and publishing in the Internet Therefore blog word-of-mouth (bWOM) plays an important role in forming the attitude toward brand and increasing purchasing intention This study explores which kinds of the natures of blogs have effects on brand attitude and purchase intention through bWOM The quality and the quantity on blogs were employed to examine the persuasive impact in the present research Moreover the different blogger source types were used as well to explain how different blogger source types with a product moderate these relationships The study produces three major findings: (1) the content quality on blog has a positive effect on brand attitude and consumers’ purchasing intention; (2) favorable brand attitude formed and purchasing intention increased as the quantity of comment on blog increases; and (3) the typical consumer blogger affects the brand attitude and consumers’ purchasing intention more by the comment quantity rather than the quality of reviews but expert blogger affects those more by content quality These findings have managerial implications for marketers and practices in terms of how to manage blog word-of-mout